Then there were the ancillary revenue streams: The merchandise sales alone brought in an additional $1.2 billion. Millions of children who weren’t staying up for the Eastern Conference Semifinals would still go out and see the film in theaters, where it made $230 million worldwide, becoming, in the process, an integral part of the millennial canon. Falk pitched Jordan to Warners as a figure whose appeal “transcends the world of sports,” and Space Jam would only increase his Q rating. There were other brand-building elements at play too. “Everything he did was integrated,” Falk would say later. The project also provided numerous cross-promotional opportunities, including plenty of screen time for the Air Jordans and key product placement for his other endorsements.
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(See: Kazaam.) But this one ticked all the right boxes: Starring in a kid’s movie fit perfectly with Jordan’s squeaky-clean image, and it gave him a role everyone knew he could handle: himself. Warners at the time was looking to reboot the Looney Tunes, and according to the Chicago Tribune, Falk sold the concept to the studio “as much for its merchandising potential as for its box-office appeal.” Jordan and his team had spent years turning down Hollywood offers taking the wrong project could lead to disaster. The eureka moment was less about the duo’s palpable screen chemistry (though that was apparently what convinced Warner Brothers to greenlight the project) and more in terms of brand synergy. Jordan had previously played alongside Bugs Bunny in a 1992 Super Bowl commercial for Nike, and Falk hit upon the idea of expanding that minute-long spot into a feature film.
So, why did Michael Jordan make Space Jam? It was essentially a business decision.īy all accounts, the idea for Space Jam came from M.J.’s agent, David Falk. Now he’s doing a movie with the Looney Tunes? Come on.” “I’m like, This guy’s supposed to be all about winning. But Sunday’s episodes hit so hard at the idea of Jordan as the ultimate competitor that it makes the fact of Space Jam’s existence feel even more ridiculous - the kind of thing you can imagine Jordan making fun of another player for doing. The docuseries otherwise swerves around the comedic potential of an athlete of Jordan’s caliber forced to endure the indignities of a modern studio blockbuster, preferring instead to tell a story about how the pickup games Jordan played during the gaps in his shooting schedule got his body and mind back into championship shape. the green men #TheLastDance /plp6a5R9AI- Vulture May 11, 2020 Of the approximately 36,000 seconds that make up The Last Dance, these are undoubtedly the five silliest.
Smash cut to Jordan on the set of Space Jam, surrounded by actors in morph suits wiggling all around him like neon-green sperm. Smack dab in the middle of two hours devoted to Michael Jordan’s insatiable drive to obliterate his opponents, episode eight must also note that he spent the summer after his ignominious 1995 playoff exit filming a children’s movie alongside Bugs Bunny. The Last Dance is not an especially comedic watch, but God bless whoever edited Sunday night’s installment, as they gave us what seems likely to end up as the most hilarious moment of the entire project. Everybody get up, it’s time to slam now, we got a real jam goin’ down.
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