Ad spoofs that are ‘Dynamite’

There’s a lot of political action on the local movie ad front these days. It began with Lions Gate Films’ ads for Michael Moore’s “Fahrenheit 9/11,” which started featuring a picture of the filmmaker holding hands with a smiling President Bush on the White House lawn.

It’s safe to say that the photo was retouched, as the documentary is a scathing indictment of the Bush administration.

The tagline first read, “Controversy? What Controversy?” and then evolved to the equally mischievous, “If you haven’t seen it, see it now ... and take a friend.”

Now “Napoleon Dynamite” has gotten into the act.

Friday, Fox Searchlight ran an ad for its little indie film in both the Los Angeles Times and the New York Times with the lead character, the teenager Napoleon, standing between Moore and the president -- holding hands with both. The tag reads: “Even sworn enemies can agree on one thing, Napoleon Dynamite is totally cool!”

This isn’t Napoleon’s first spoof. On Thursday, homage was paid to “The Bourne Supremacy”: “Napoleon Supremacy: 9 Weeks and Running!” and the tag line: “Napoleon Dynamite is Napoleon Dynamite.”

“Napoleon” is a quirky little charmer of a movie about a nerd who seems blissfully unaware of his nerdiness. The film contains a high school election in which the lead’s equally dorky best friend runs for student body president. That bit accounts for Napoleon’s shirt in the new ad, which reads “Vote for Pedro.”

“This is a very serious election, and I think everyone could use a laugh,” said Steve Gilula, president of distribution at Searchlight. He pointed out that “Napoleon” opened on June 11 in six theaters, and is now up to 546 screens. “When you’ve been in the newspaper for nine weeks, you’re challenged to come up with something new and fresh.”

So how does the opposition feel about this jump on their bandwagon? Moore, for one, is thrilled, and had this to say via e-mail: “This ad is even cooler than ours! Please note that Napoleon is squeezing my hand harder, perhaps out of extreme anxiety over who is holding his other hand.” Turns out Moore is a huge fan of “Napoleon,” having seen it with his wife the same weekend that “Fahrenheit 9/11” opened.

“We have told everyone we know to go see it,” he continued. “I am proud to be part of their ad parody. And if anyone from ‘A Cinderella Story’ wants to use me, they have my permission, too.” As for the other star of the ad, President Bush and his communications staff were unavailable for comment by press time.

Where will Napoleon strike next? One can envision him standing between Tom Cruise and Jamie Foxx, saying “even hit men and hostages can agree on one thing ... “