HEADLINE: Nike Come Home: An
Interview with Michael Moore
by Dan Georgakas and Barbara Saltz
Michael Moore made motion picture
history when his first film, Roger and Me (1989) became the all-time
highest grossing documentary, the Titanic
of its genre. Roger and Me’s success
was all the more startling as the film exposed, however humorously, the
economic havoc created by the closing of the General Motors plant in Flint,
Michigan. His new film, The Big One, takes on even bigger game. While visiting
cities on a national tour to promote his book, Downsize This, Moore exposes
corporations in each city that have posted record-breaking profits, but
continue to downsize and to ship as many jobs as possible out of the country.
Various Fortune 500 corporations are
skewered and their cheerful public
relations facades peeled away to expose their cynicism and complete
indifference to workers. In the film’s climatic scenes, Nike CEO Phil Knight
discovers why Roger Smith, then CEO of General Motors, avoided a Moore encounter. Knight, feeling up to the task of besting the
corporate basher, invites Moore to Nike world headquarters. When Knight admits
he has never been to Indonesia and seen the children who make every Nike shoe
sold in the United States, Moore buys two plane tickets so they can go
together. Knight declines. When Knight says American workers don’t want to make
shoes, Moore goes out and films workers in Flint who say otherwise. He returns
to Knight to see if Knight will agree to bring at least one Nike factory back
to America. Knight declines. In the interview which follows, Moore discusses
why he considers humor to be so intrinsic to working class culture and why he
thinks humor can be politically effective. The interview was a joint project of
Cineaste film quarterly and New Labor Forum.
New Labor
Forum: As a filmmaker, do you see yourself as an organizer, a
muckraker, or a humorist with politics?
Moore: I think of myself as mostly overweight. If I
could organize anything, I’d organize myself back to the weight I was before I
lost my job in 1986. When you lose your job, you sort of stop taking care of
yourself. Some people turn to drink, I turned to the chocolate croissant. But croissants aside, I think my work involves
all of what you indicate, but those descriptions cannot be separated. The daily
living is part of the art and the art reflects the politics and all of it is
bound together.
New Labor
Forum: Well, at the end of the film, it looks like Phil Knight,
the Chairman of Nike, may actually agree to bring back 500 jobs to America. You
seem to think that’s going to happen and you want it to happen. This is not
about raising consciousness. The film itself has become a direct political
intervention.
Moore: I didn’t think he would call
me back a second time if he wasn’t planning to do something. I mean Nike is
among the most savvy of all companies when it comes to marketing. They aim to
replace Coca Cola as the most recognized international corporation. I thought I’d been called back to film a
segment that would enhance their corporate image. To me that was the smart
thing for Nike to do. I wondered if I
was doing the right thing in allowing them to use my film to draw attention
away from their labor practices in Indonesia and elsewhere in Asia. But I’m
some sort of weird optimist. I thought I
was actually going to be responsible for getting a factory to move back to
Flint. Nike could still do that, but as of now, they blew a good opportunity.
Miramax is going to have postcards in all the theaters where The Big One plays. People will be able to sign them and
send them to Nike. The campaign is called: Just Build It. We also wonder if
some competitor might one up Nike and locate one of their factories in Flint.
Of course, this doesn’t resolve the problem that the Nikes of this world get to
decide who works and who doesn’t, which teenagers in which countries get
exploited.
New Labor
Forum: That Nike guy came off as scary. He was not one of those
capitalists who is going to fund public libraries.
Moore: I had to put up ten grand of
my own money and challenge him to match it to get even a dime out of him. Ten
grand for him is snot. We need to put on enough pressure to force him to bring
jobs back to America. I would love to see union members get involved.
New Labor
Forum: So you want to agitate a mass audience?
Moore: Absolutely, This is not an
art house film. We want people to be
entertained by the comedy and perhaps get some cathartic pleasure in feeling
that this is one for our side, this is a film that sticks it to the man. But I
hope it’s an audience that will want to do something when it leaves the
theater, whatever that something might be.
New Labor
Forum: The targets in The
Big One are the entire corporate culture as it now exists nationally and
even internationally. The film is as funny as Roger and Me was, maybe funnier, but it seems even angrier.
Moore: I’m glad you think so. The
best comedians used to be the people who were the angriest. Their humor was the
flip side of their anger. I’m thinking of
people like Chaplin, the Marx Brothers, Lenny Bruce, Mort Sahl. I think in silent films, in particular, the
laughter usually involved sticking it to the man. The tramp getting over on the
cop or fat cat. That’s because Chaplin himself was a very political person. He
was very angry at the social condition and used his humor as a means to
communicate his anger. You don’t have
much of that these days. I would prefer people leave the theater feeling angry
rather than depressed. If you’re depressed, you can become paralyzed. You don’t
want to go out and do anything to affect social change. If the humor in my
films can help anger come to the surface, I’m pleased.
New Labor
Forum: The Big One is
definitely an Us vs Them film. Critics of the Left as well as the Right will
probably complain that you are being too simplistic.
Moore: I hear this all the time.
The people who complain that I’m being too simplistic have usually spent too
many years in school. They didn’t complete their degree in the allocated time
and they have been thinking about things a little too much. They forget that
some things are quite simple. Let me spell it out. Murder: bad. Feeding
children: good. Some of the left intelligentsia want to complicate matters
because in part they love to hear themselves talk and in part they love the
mental masturbation that goes on regarding theory. While I am not opposed to
philosophical discussion, I don’t believe in reincarnation. I think this is the
only time we have. I want to see change in my lifetime. I don’t have time to
sit around and chin flap. In the film, I point out that we live in a democracy.
We can pass any law we want. We can control those companies. We can pass laws
to prevent them moving their profits from Detroit to Mexico City. We’re so beat
up we think only they can pass laws
for their economic interests. For a
lot of people this has turned into
cynicism and defeatism. You have to remember that my politics were not defined by going to Ann
Arbor, Berkeley, or Madison. They were defined by living in Flint, the hometown
of the world’s largest corporation and living in an environment created by the
corporate culture that dominated that town. All of my feelings and politics
result from that experience. Those of us who worked on Roger and Me are not the only ones to feel this way. Millions of
people have that kind of experience, but they do not have access to media.
New Labor
Forum: Do you believe third
parties offer some kind of relief?
Moore: Sure, they do. I have voted
for third parties, but there is a big party out there for the taking. The
religious right has moved on the Republicans at the grass roots. I think we
could do the same with the Democrats. Local meetings are very poorly attended.
You take a block of twenty people to one and you could take control of a county
unit. I mentioned that in a talk I gave in upstate New York and I got a call a
few months later that they had done it. A group had gone in and gotten all of
its candidates chosen as the official slate of the Democrats. The party
stalwarts have been forced to run their slate as write-ins. Things like that
could happen all over America if we took democracy seriously.
New Labor
Forum: Do you feel labor unions are part of the solution to our
problems?
Moore: Yes, labor unions are
definitely part of the solution, but some labor leaders are part of the
problem.
New Labor
Forum: Workers in your films say silly things and may act in a
stupid or a petty manner. You do not put them on a pedestal and you do not
idealize them. Some of your critics consider this patronizing and
mean-spirited.
Moore: Well, Woody Allen can attack
Jewish mothers, but if Spike Lee did it,
people would ask what he was doing. If you are African American you can use
certain words casually that would be wrong for a white person to use
casually. I don’t know the social
psychology of that, but you can joke about your own. That’s human nature.
Pauline Kael took me to task for making fun of working people in Roger and Me. But those workers are not
they, those workers are us. All the people in Roger and Me wanted to be in the sequel.
We were not NYU film students on location. A lot of those people lived down the
street from us. We were not laughing at
those people. We were laughing along with
them. We think people like us are funny.
I would say that people who are bothered by the fact that they are
laughing at those working class
people ought to investigate what is motivating their reaction.
New Labor
Forum: Some critics contend that if Woody Allen is compelled to
take so many jabs at Jewish culture, maybe deep down he is a self-hating Jew.
They might speculate that deep down you don’t really identify with the working
class anymore and maybe you even despise it.
Moore: Back in the l960s we were the ones with a
good sense of humor and the Right was uptight. Too many people fail to
understand that in order to survive its situation, the working class develops a
sense of humor. To laugh alleviates part of the pain. When people get upset
about laughter, I think it indicates that they don’t have any pain to
alleviate. If you are not on the way down the toilet bowl, you may not feel
much need to be laughing, and you may not understand why others treat weighty
events with humor.
New Labor
Forum: In the film, we see you using a computer to get information
as you ride from one town to another in a van. What did that actually involve?
Moore: We signed up on Lexus/Nexus.
We used that to find out about the town we were going to, the companies in that
town, recent articles, all that kind of stuff. We also went to the Internet.
We’d type in what we thought were key words. For instance, with Milwaukee, we
started with the name of beer companies. Then on Lexus we’d get articles about
layoffs and profits. We’d also go to the
company’s Web site. That was usually good for learning what the CEO makes. We
didn’t know about Johnson Controls in Milwaukee until we got there. I was on a
morning news show and a bulletin was
aired that they were shutting down. So
we just threw that segment together in a matter of hours. We had checks and
other
gimmicks ready in advance with the
name left blank. We’d fill them out as needed.
New Labor
Forum: How do you come up with the gags? Do you have a writing
team?
Moore; The ideas for The Big One just grew out of each event.
There’s an ethnic dimension too. We are the product of Irish Catholic homes
where there is a tradition of a dark and cynical view of life that comes from
an experience that predates our arrival in America.
New Labor Forum: What
about the American sources of your humor?
Moore: I was mainly affected by the
humor available to my generation: Monty Python, Mad magazine, National
Lampoon, The Great American Dream Machine of PBS, and NBC’s That Was The Week That Was.
New Labor
Forum: When we walked into a press screening of your film, we were
given a check for 80 cents. What was that all about?
Moore: I wanted all the critics to
feel, at least momentarily, what it was like to earn Mexican hourly wages. We
gave out 2,000 at the Toronto Film Festival. About 20 were cashed. I guess
those were the cynics who were testing our sincerity. I think they missed the
political point.
New Labor
Forum: We understand that your distributor, Miramax, is donating
half of its profits from The Big One to
the same kind of projects you have funded with some of the profits from Roger and Me..
Moore: We were sitting behind Harvey Weinstein when
he first saw the film. He kicked the seat when Knight wouldn’t put the factory
in Flint and muttered, “That schmuck.” As soon as it was over, he cornered me
in the lobby and said he wanted to buy the film and would donate 50% of the
profits. He didn’t hold a conference with his public relations people. He was
operating from the gut. Look, the Weinstein brothers are working class guys
from Queens who went to SUNY-Buffalo for their education. In their success they have not forgotten where they came from.
The old crowd in Hollywood will never fully accept them. They will always be
seen as a thorn in the ass. So our donation of profits from Roger and Me touched something in them
and we can only hope that their
generosity will inspire someone else. They have already put up $100,000 before
the film even opens for community organizations in Flint.
New Labor
Forum: Will TV Nation ride again? We can think of
plenty of situations that call for the attention of Crackers the Corporate
Crime Chicken.
Moore: I’m very pleased to tell you that Channel 4
in England has agreed to fund a new show of the same nature but with a
different name. We will go into production in the summer of l998. We are now
looking for an American outlet, but we are fully financed. The Americans won’t
be risking a dime.
New Labor
Forum: Do you have other projects our readers would be interested
in?
Moore: We also have gotten a green
light for a sitcom called Better Days. It
is set in Wisconsin in a town where a factory has just closed and everyone is
out of work. If this thing gets on the air, it will be the most subversive
sitcom ever. It’s part of the effort to reach a mass audience with some ideas
that should not be limited to a niche on the Left. Whether our critics believe
it or not, we feel very privileged about what’s happened to us. We don’t take
any of it for granted. We don’t think we
somehow deserve this in the sense that it’s owed to us.