by J.D. Lafrance
“I felt that the film was almost an essay, an education, to the audience, to say, ‘Stop looking at everything exactly the same way.’” – Robert Altman
When The Long Goodbye was released in 1973, United Artists promptly bungled its ad campaign. Robert Altman’s film radically reworked Raymond Chandler’s novel of the same name and the studio had no idea how to market the offbeat movie. It polarized critics and promptly disappeared from theaters. People weren’t ready for its offbeat vibe and the way it satirized Los Angeles culture. However, it was Elliott Gould’s unusual take on private investigator Philip Marlowe that drew the lion’s share of people’s criticism. His loose, easy-going style flew in the face of the traditional interpretation made famous by Humphrey Bogart and was tantamount to heresy among cinephiles but in retrospect paved the way for a film like the Coen brothers’ The Big Lebowski (1998), which also confounded the mainstream with its own eccentric take on West Coast culture.