If Grown Ups doesn't open huge at the box office, it won't be the NBA Finals' fault. Or maybe it will. The cast of the Big-Chill-meets-bathroom-humor flick has been relentlessly plugging the movie's June 25 debut during every game, via a deal between Sony/Columbia Pictures, the NBA and ABC. Cast members Adam Sandler, David Spade, Chris Rock, Kevin James and Rob Schneider have appeared in a series of on-air vignettes, the type that marketers and TV networks love to do, especially during sports programming, to juice those media buys. The comedians have been shown sitting around waxing philosophical about basketball, pro players and camaraderie. (See, they're all really good friends and they hang out together. It has nothing to do with shilling!) And there are trailers galore, most containing a pee joke. Several of the stars have shown up courtside, too, and that's likely to intensify as the game moves back to the Staples Center in L.A. for game 6 on Tuesday. The NBA Finals do provide the right demo for the comedy, but let's not forget that this exposure alone isn't enough to put Grown Ups into The Hangover territory (as much as Hollywood needs that kind of a hit). After all, the movie that sucked up a lot of air time during last year's finals? The giant bomb, Year One. 'Nuf said.
—Posted by T.L. Stanley