Tyler Perry has a story he likes to tell about Hollywood being out of touch with African Americans.
Back in 2002, when the comedian and playwright made the rounds at the major studios to pitch film projects based on his gospel-inspired act, people didn't know what to make of him. He remembers one Paramount Pictures executive even telling him: "Black people who go to church don't go to the movies."
Perry set out to prove that executive wrong. First, he partly bankrolled an independent feature film version of one of his plays, "Diary of a Mad Black Woman." Then, to motivate his fans to go see it, the charismatic, 6-foot-5 Christian incorporated the white studio exec's assessment of blacks' moviegoing habits into his live act.
"You should've heard the roar of these thousands of black people in the room," Perry said, remembering the typical reaction at his sold-out 3,000-seat venues. "They were fired up and angry and ready to go to the movies."
What happened next made Hollywood sit up and take notice: "Diary of a Mad Black Woman," which was made for $5.4 million, opened last February and grossed more than $50 million in theaters (not to mention selling 3.3 million units on DVD). Its audience was predominantly black. On Friday, almost exactly a year after "Diary's" debut, Perry will release his second feature film, "Madea's Family Reunion." With this movie, which like "Diary" features Perry as a pistol-packing grandma on a mission of redemption, the New Orleans-born auteur is attempting to broaden his reach.
Having shown that black churchgoers can also be filmgoers, Perry -- inspired by the likes of Bill Cosby before him -- is out to introduce himself to mainstream white America.
"What is important to me about this movie is that the stories and messages are for anyone," said Perry, who says a recent test screening drew raves from a white audience near Sacramento. "Anyone who needs to learn about forgiveness ... will enjoy it no matter who they are."
With "Madea," which Perry wrote, produced, directed and stars in, he has finally gotten his Hollywood imprimatur. Lionsgate, the studio that co-financed and distributed "Diary," footed the bill for "Madea" and has committed to Perry's third feature, expected in 2007.
To hear the 36-year-old self-described mogul-in-the-making tell it, "Madea" is just the beginning. With a nod to friend and mentor Oprah Winfrey, Perry -- who has an advice book coming out in April, a television sitcom and an animated series in development and a production studio the size of a city block in the planning stages in Atlanta -- is out to become an entertainment industry franchise.
