Love Don't Cost A Thing (2003)
Directed by Troy Beyer
Written by Troy Beyer
Starring Nick Cannon, Christina Milian, Steve Harvey, Kenan Thompson, Kal Penn
Release Date December 12th, 2003
Published December 12th, 2003
Of all of the movies that I thought deserved another take, the dopey Patrick Dempsey teen comedy Can’t Buy Me Love never occurred to me. Despite being an iconic 80’s film for many, to me its a slight comedy about a nerd who buys his way into high school popularity had overtones of outright prostitution. I would have preferred to welcome its fall into 80’s obscurity. The ever unoriginal Hollywood swill factory however disagreed with my assessment and thus we have Love Don’t Cost A Thing, a cynical “urban” (read black) take on the story.
Nick Cannon, star of last year’s drumming drama Drumline, stars as Alvin Johnson. Alvin is a high school nerd who spends his time with his nerdy friends rebuilding cars and dreaming of what it would be like to have access to the popular kid’s hallway of their high school. Yes, the high school has a hallway where the rich, popular bullies and their hot girlfriends are separated from the rabble, indicating that even the high school teachers are in on this anti-nerd conspiracy.
Alvin’s dream girl is a popular cheerleader named Paris Morgan (Christina Milian) whose current boyfriend is an NBA star who jumped directly from high school to the NBA. Paris has no occasion to ever speak to Alvin until one night when she borrows her mother’s car and crashes it while arguing on the phone with her boyfriend. While getting the car looked at Paris finds that her mother will find out about the accident unless the car is fixed immediately. Enter Alvin with his car expertise and just enough of his own money to pay for the parts. In exchange for fixing the car, Paris will be Alvin’s girl and in the process help him become popular.
What a shock it is then when the plan succeeds and popularity goes to young Alvin’s head. Alvin drops his nerdy friends, begins wearing trendy clothes and a new hairstyle and before long, Alvin surpasses Paris in his high school stature. Do you think he has a comeuppance in his future? For his part, Nick Cannon affects a nerdy black kid better than I expected. That said, the part as written has him changing rather unconvincingly from Urkel to Puff Daddy and only the Urkel part works. Cannon is a charisma-challenged actor who has yet to show a spark of the stardom that has seemed thrust upon him in the past year since the debut of his Nickelodeon kids show in 2002.
Pop starlet Christina Milian equates herself better than expected, though expectations place her just ahead of Britney Spears on the pop-tart-turned-actress-chart well behind the far more accomplished Mandy Moore. The part as written by director Troy Miller affects depth by having Paris write bad poetry and play the guitar. She also bemoans popularity as a job rather than a mere social status, an interesting idea that goes nowhere.
Director Troy Beyer adapted the screenplay of Can’t Buy Me Love, written by Michael Swerdlick. The word adaptation is used loosely. She essentially just traces within the lines of the original film, changing only minor plot points and the ethnicity of the characters.
Therein lies the most insidious problem of the film. The retrofitting of this unoriginal idea for African American audiences is a sad cynical attempt to capitalize on the paucity of films with African-American lead characters. Because there are so few films with black, lead characters, African-American audiences are prone to support any film that features a black face. This has caused Hollywood’s cynical mass marketing machine to continue to limit opportunities for African-Americans in order to maintain them as a niche market. Assuming they are willing to accept cheap, easy to market trash like Love Don’t Cost A Thing at the expense of more challenging, artistic films with African-American lead casts.
Such cynicism is nothing new from Hollywood but when it deals with race, it becomes far more serious. A film as slight as Love Don’t Cost A Thing doesn’t have any kind of social agenda in its creation. Rather, it has one thrust upon it because there are so few films with predominantly African American casts and even fewer good ones. That is not due to a lack of talented African-American filmmakers but rather due to cheap knock offs and shortsighted money grubbing of the kind that creates movies like Love Don't Cost A Thing.
