“Sometimes there’s a [kind] of blockbuster whose grosses can’t be predicted by even the wisest of box-office sages,” writes Vulture‘s Lane Brown.
“For example, who could possibly have anticipated Paul Blart: Mall Cop‘s explosive $39 million opening weekend? Certainly not Sony Pictures, who admitted in yesterday’s LA Times that they barely thought it’d make half that. And now, as their movie Segways speedily toward $100 million, it’s finally helped give a catchy name to all films with outsize profits and similarly awfulsome premises: Blarts.
“How does one identify a Blart? Sometimes they feature the Rock as an NFL star who unexpectedly becomes the father of an 8-year old and must, for some reason, perform ballet (The Game Plan, $90 million domestic). Others star Martin Lawrence and William H. Macy as members of the same biker gang (Wild Hogs, $168 million). Did your movie earn $94 million with a cast that included George Lopez as the voice of a dog (Beverly Hills Chihuahua), or $217 million, thanks to a trailer that featured computer-generated rodents eating their own poo (Alvin and the Chipmunks)? Congratulations — you Blarted!
“The only things Blarts usually share are family-friendliness, an inexplicably enormous gross, and a screenplay that seems like it was probably submitted on a dare (also, it helps if a participating actor publicly refers to it as a ‘piece of shit.’”
If I may be so bold, a “Blart” is a film that has hit the jackpot with the lower end of the American middle-class gene pool. Simple.