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Whether or not you personally like the movie, it will focus national attention on RV travel. Your employees, customers, friends, and local media may ask you about this family comedy. The film is receiving mixed to negative reviews so far in the media, which is typical for these types of movies.
I attended a sneak preview this week. The audience at the screening, which included media people, promotional contest winners, and their families, seemed to enjoy it. "RV" is in the tradition of "National Lampoon's Vacation" -- and in some ways is a little tamer than that movie. Here are my notes after the sneak preview:
What could be good about it for the industry?
Family reconnecting message. Many people will connect with the "overscheduled" family characters in an emotional way.
Beautiful scenery. By the end of the movie, the scenery is spectacular. The mountain vistas drew audible "oohs and ahhhs" from my screening audience. The message is clear - there is no way the family could have this type of family-bonding trip without the motorhome.
RV turns into the hero. The family characters love the RV and the RV travel experience at the end of the movie. Many who see it may want to head out in an RV this summer.
What made me cringe?
The good things above are slow to develop. Like many Hollywood movies, there has to be a lot of adversity for dramatic and comic impact - and the family trip begins with many over-the-top problems and negative comments about the motorhome. For someone like me that is close to the industry, it was hard to take.
Reinforces some old RV stereotypes. Some of these issues are resolved in the end, but initially, it appears that RVs are hard to drive and complicated to use.
Culture issues. Some people will not like the "Hollywood" messages. This is a PG-rated movie, so the language is not extremely profane, but the teenage characters will come off to some people as wise beyond their years.
My early thoughts on this movie are that it will influence a certain segment of consumers -- first in theatres, then through DVD rentals and sales, and finally, TV. Whether we like it or not, dealer personnel should be prepared to talk about some of the issues that the movie raises about RV travel and camping. 8
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