When word of this “cancer comedy” hit, the hot question was, “Can cancer be funny?” Not only is the answer to that a solid yes, but director Jonathan Levine and writer Will Reiser make a dismal subject humorous in the most honorable way possible. You may look and sound ridiculous when 50/50 makes you laugh and cry at the same time, but the embarrassment is well worth it.
Adam (Joseph Gordon-Levitt) is your average 27-year-old. He enjoys hanging out with his best buddy, Kyle (Seth Rogen), is working hard to build a career in the radio industry and is attempting to take his relationship with Rachael (Bryce Dallas Howard) another step forward. Everything Adam’s worked for up until this point is thrown entirely off-kilter when he gets some shocking news; Adam has cancer.
From that point on, everything changes. Kyle opts to use his friend’s situation to his advantage, seeking sympathy from girls, Rachael struggles with whether or not she’s capable of committing herself to the situation and Adam’s mother, Diane (Anjelica Huston), swoops in whether her son likes it or not. The there’s the required therapy sessions. The hospital assigns Adam to Katherine (Anna Kendrick), a 24-year-old pursuing a doctorate and in need of training patients. Not only is his whole existence turned upside down, but Adam must also come to terms with the fact that his chance of survival is merely 50/50.
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Ever get sick of sorting through the endless amount of promotional material we get each week? Lucky for you I don’t and would love to be the one to help pinpoint the notably good and the laughably bad. Despite the Friday debut, as of next week, every Thursday I’ll narrow down the three best and three worst in new promotional material. This includes everything from fresh trailers to stills and more as, nowadays, thanks to viral marketing, the possibilities in terms of reaching out to the public are seemingly endless.
For the inaugural issue, I’m cheating a bit and looking back at the past two weeks, and, as usual, we’ve gotten a slew of brand new material. Whether or not the teaser for David Fincher’s The Girl With The Dragon Tattoo was actually leaked or artfully planted by Sony, no trailer seemingly shot via cell phone has a place here and, well, the official green band trailer just doesn’t make the cut this week. As for that tiny bit of footage from The Twilight Saga: Breaking Dawn, promos are one thing, but promos for promos are no-go’s here. I can’t lie, though — it did make me giggle a bit (and not in a good way).
Meanwhile, Warner Bros. has been unveiling the character posters for Harry Potter and the Deathly Hallows: Part II one-by-one and Zoe Saldana channels Taraji P. Henson of I Can Do Bad All by Myself in the new Colombiana poster while rocking some flower power. The Shark Night 3D trailer also swam to shore with a vengeance, but lacks the bite to snag a spot in the “Promotions” hall of fame. As for the “Demotions,” Horrible Bosses should consider itself lucky because if there weren’t three far less-than-stellar marketing attempts this past week, its first clip might find itself in the bottom thanks to the fact that is just isn’t funny.
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