See Whitney Houston in cinemas this August

See Whitney Houston in cinemas this August

Promoters of the movie remake starring the late great Whitney Houston will be treading a precarious path between jumping on the star’s posthumous fame and genuinely marketing the movie’s credentials

February 13, 2012 4:46 by p.deleon

When the Michael Jackson foundation approved the showing of Michael Jackson’s THIS IS IT movie, its spokespeople said it was only going to be shown for a limited amount of time and won’t be released for DVDs.

The movie announcement was undeniably timed with the hype that still surrounded the passing of a music legend. And now, the movie is available on DVD, Blu-Ray, iTunes and even PSP.

Granted it’s almost too easy to jump on this bandwagon but will it be enough to carry a movie into the profit bracket?

Now the promoters of the movie Sparkle will be faced with the same dilemma. The remake of the 1976 film about three talented young musicians who struggle with addiction casts American Idol winner Jordin Sparks and Whitney Houston as her mother.

And no, the movie’s plot isn’t a coincidence since Houston acquired the rights to retell the story. One could only assume that she related to the story line.

This is Houston’s final movie and her first since The Preacher’s Wife in 1996, co-starring Denzel Washington.

The movie’s producer, Bishop TD Jakes released a statement on Houston’s passing, quoted by gawker:

“We are deeply saddened by the tragic and untimely passing of Whitney Houston, whom we were blessed to have just completed work with on the remake of the film “Sparkle.” We ask the world to join us in lifting up Whitney’s family in prayer and ask God for their strength and comfort during this devastatingly difficult time. At the apex of her career, Whitney had no peer, with a voice that shaped a generation. She has left behind a musical and film legacy that will endure…She will be sorely missed by us all.”

In the words of Gawker’s Louis Peitzman, “Let’s hope the trailers tastefully pay homage to Houston’s work instead of exploiting the tragedy.”

There will be no doubt some kind of allusion to Whitney Houston’s most recent silver screen appearance. This is almost unavoidable. But let’s just hope that her big send-off won’t be the commercial push our cynical minds expect it will be.