It was the toy in my box of Cheerios that got me thinking.
There he was, Heath Ledger as the Joker, complete with an oversized head, green hair and a tiny purple suit, encased in a clear plastic bag to keep off the cereal dust.
It’s an interesting situation. In January, Ledger died at the age of 28 from what was ruled an accidental prescription drug overdose. His first film to see release since then is not an art house flick, it’s a summer blockbuster. And he plays the Joker, the best-known comic book villain of all time, Lex Luthor aside.
Pure and simple, the situation is a first. It led Warner Bros. to test the tastefulness of its marketing strategy for “The Dark Knight,” according to Entertainment Weekly. And Ledger’s hyped performance helped drive some midnight showings to sell out more than a week before the movie opened, the New York Times reported.
All signs indicate Ledger’s swan song will help elevate him to a rare level. The actor had a very spotty resume until his Oscar-nominated performance in “Brokeback Mountain.” He could have been a cultural blip. Now, he’s basically James Dean, a star who has one of his brightest moments after his death.
So OK, then. What to do with these toys?
Kids still want them, sure. It’s hard to imagine them not. They look cool. While Mattel told the New York Post the action figures are being marketed to collectors via comic book stores, the PG-13 movie will get plenty of 11-year-olds craving a plaything.
Some have knocked the figures. One New York City blog, Gothamist.com, called them “snuff toys” — a bit harsh, maybe.
Granted, one Ledger-inspired toy that retails for about $10 can sell for $30 on eBay. Even the Cheerios figure fetched $11.50 on occasion, more than double the price of the cereal itself.
Is it disturbing that Ledger’s toy costs more than the food it came packaged in? A bit. Is it untoward to see a recently deceased actor’s likeness, albeit not a very good likeness, in a plastic box? I wouldn’t call it comforting.
Still, Ledger’s last performance has attracted unusual amounts of attention, and will probably inspire odd bits of idolatry beyond this summer’s posters and toys. James Dean, after all, landed on neckties, refrigerator magnets and jigsaw puzzles after his death.
It’s no huge surprise, and really, you could argue it’s a compliment in its weird way. For people like Ledger, memorials give way to memorabilia. Whether you buy it is up to you.
Andy Rathbun, Herald Columnist, arathbun@heraldnet.com, 425-339-3455
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