It was as much a premiere for tyro director Kevin Bray as it was for “All About the Benjamins” Wednesday at the Village.
Helmer described his pic as “a mid-Atlantic urban comedy” that offers auds “a better meal than a fast-food urban comedy. There’s a more interesting esthetic and character information.”
At the Napa Valley Grill after-party, Bray praised New Line’s grass- roots, hip-hop marketing campaign. “They get that root audience, they’re good to go,” Bray said. “This is all stuff I’m learning. I’m parroting stuff I heard in meetings.”
With most of his previous experience in musicvideos and on second units, Bray said he was comfortable with the improvising between stars Ice Cube and Mike Epps. “I like the actors to improvise — out of necessity. I didn’t have anything better to tell them to do.”