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Profile: Jerry Bruckheimer

Jerry Bruckheimer was a participant or observer in the following events:

Jerry Bruckheimer.Jerry Bruckheimer. [Source: Thomas Robinson / Getty Images / Forbes]ABC airs the first of a six-episode reality series entitled Profiles from the Front Line, which purports to document the war in Afghanistan from the soldiers’ point of view. It was conceived and produced with the extensive help and oversight of the Pentagon. [Chicago Tribune, 2/26/2003] Filming for the show began in May 2002. [Los Angeles Times, 2/6/2003] ABC executives say that the show will tell the “compelling personal stories of the US military men and women who bear the burden of the fighting” in Afghanistan. The series was quickly approved by Victoria Clarke, the head of the Pentagon’s public relations office (see Early 2002 and Beyond), and by Rear Admiral Craig Quigley, the public relations commander of US Central Command. Clarke and Quigley granted the series producers unprecedented access to the troops, technical advice, and even the use of aircraft carriers for filming. In return, the Pentagon received the right to review and approve all footage before airing (in the interests of national security, Pentagon officials said). [Rich, 2006, pp. 32-33] The Pentagon denies that it asked for any changes in the series’ broadcast footage. [Washington Post, 3/9/2003]
Producers Insist Show Not Propaganda, No Censorship from Pentagon - Though the show is widely considered to be tied in to the Bush administration’s push for war with Iraq (some question the fact that the show was shelved for months before suddenly being approved just as news of the impending invasion began hitting the news), series producer Bertram van Munster says he came up with the idea after 9/11. “We were all kind of numb, I certainly was extremely numb for two or three weeks,” he will recall. “And I said I’ve got to do something.” Van Munster and his co-producer, famed movie and television producer Jerry Bruckheimer (an acknowledged Bush supporter best known for his action-film blockbusters such as Top Gun, Black Hawk Down, and Pearl Harbor, as well as the CSI television series), put together a proposal that van Munster says does not necessarily support President Bush’s war plans. Instead, he says, the show is intended to personalize America’s fighting forces. “There’s nothing flag-waving about death. We have people getting killed on the show,” he says. “In many ways, I see this thing as much anti-war as it is a portrait of what these people are doing out there.” Bruckheimer insists that the Defense Department did not exercise any censorship whatsoever except in minor instances, such as the withholding of a Special Forces soldier’s last name. “They didn’t use any censorship whatsoever,” Bruckheimer says. “They were very cooperative.… They were very receptive to the concept of showing what US forces were doing in Afghanistan.” The show’s own film, shot on location in Afghanistan, is bolstered by Defense Department footage. [Los Angeles Times, 2/6/2003; Chicago Tribune, 2/26/2003; Washington Post, 3/9/2003; Progressive, 4/1/2003; Rich, 2006, pp. 32-33] The Progressive’s Andrea Lewis calls the show “reality television, war movie, documentary video, and military propaganda all rolled into one.” Other critics call it “a Pentagon infomercial.” Bruckheimer denies that the show is propaganda, but admits that he ensured the show would present the positive face of the military: “Put it this way. If I were to rent your apartment, I’m not going to trash it. It wouldn’t be right. So I’m not going to go and expose all their blemishes.” [Progressive, 4/1/2003; Television Week, 7/14/2003]
Documentary or Reality TV? - Chicago Tribune reviewer Allan Johnson writes of the first episode: “Stirring orchestral music and editing, framing and [quick] pacing… succeed in instilling enough patriotic feelings so that Bush should give the producers a cheer. Which raises the question of whether such advocacy is appropriate in these sensitive times.” The first episode provides what Johnson calls a reflection of standard reality-show characters: the serious-minded father figure (a captain who commands 150 soldiers from the 82nd Airborne Division); a gung-ho aircraft mechanic who tells the camera that the terrorists “had better be ready for some payback, and it’s going to continue until we end it;” a roguish Special Forces sergeant who says his job is to “find and kill all al-Qaeda;” the stockbroker-turned-soldier whose wife weeps uncontrollably as he leaves for Afghanistan; and others. One soldier says with a smile, “I couldn’t think of any place I’d rather be than right here doing my job, knowing I’m doing my part to keep America free.” Lewis calls the soldiers who are profiled for the series “good looking, articulate, and enthusiastic about what they’re doing… archetypes of characters you’d expect to see in a big-budget Bruckheimer film.” Answering the question of whether the show is reality television or straight documentary, Bruckheimer says, “I think it’s a little bit of both.” Van Munster adds: “I think documentary and reality are actually brother and sister. And it’s also cinema verite.” [Chicago Tribune, 2/26/2003; Progressive, 4/1/2003] Others disagree. “It raises all sorts of questions, which are exacerbated by the entertainment factor,” says Robert Lichter, president of the Center for Media and Public Affairs. “One check on war news becoming propaganda is the professionalism of journalists, which will be ostentatiously lacking.… Documentaries are inherently more informative than entertainment. ‘Reality’ programming turns the tables.” [Los Angeles Times, 2/6/2003]
Journalists Shocked at Wide Access Enjoyed by Show's Producers, Camera Teams - Many war correspondents are shocked at the level of access, and the amount of cooperation, between the Pentagon and ABC, especially considering the difficulties they routinely encounter in getting near any battlefields. Even a complaint from ABC News regarding the show’s broad access as contrasted to the restrictions forced upon their reporters is rejected by ABC’s parent company, Disney. “There’s a lot of other ways to convey information to the American people than through news organizations,” Quigley says. [Rich, 2006, pp. 32-33] Lewis writes: “During the months when Profiles was filmed, ‘real’ journalists weren’t allowed anywhere near the front lines, and news organizations had to survive on a limited diet of highly coordinated military briefings. Meanwhile, Profiles camera crews were given nearly unlimited access to US soldiers in Afghanistan.” CBS anchor Dan Rather says: “I’m outraged by the Hollywoodization of the military. The Pentagon would rather make troops available as props in gung-ho videos than explain how the commanders let Osama bin Laden and al-Qaeda leaders escape or target the wrong villages.” [Progressive, 4/1/2003]
Show Used to 'Train' Pentagon for Embedding Journalists in Iraq - The Pentagon’s project officer for the series, Vince Ogilvie, later says that the interactions of the Profiles film crews and military personnel provided “a prelude to the process of embedding” media representatives in military units for war coverage in Iraq. The series had a number of different crews in different military units over its shooting schedule, Ogilvie will say: “Though they were not reporting on a daily basis, they were with the unit—living with the unit and reporting on what different individuals or units were involved in. With each passing day, week, month came a better understanding.” [Washington Post, 3/9/2003]
Show Not Renewed - The show will do extremely poorly in the ratings, and after its six-episode run is completed, it will not be renewed. [Rich, 2006, pp. 32-33] Van Munster will become involved in a shadowy Pentagon-driven project to document the Iraq occupation, of which little will be known. A Cato Institute official will say of that project: “This administration is fighting a PR battle over weapons of mass destruction and whether we’re getting bogged down in a quagmire. So maybe they want to frame their own message and own history about their time in Iraq.” [Television Week, 7/14/2003]

Entity Tags: American Broadcasting Corporation, Allan Johnson, Andrea Lewis, Cato Institute, Bush administration (43), Craig Quigley, Bertram van Munster, Robert Lichter, Jerry Bruckheimer, Dan Rather, Vince Ogilvie, Victoria (“Torie”) Clarke, US Department of Defense

Timeline Tags: Domestic Propaganda, War in Afghanistan

MSNBC’s Chris Matthews.MSNBC’s Chris Matthews. [Source: Broadcatching (.com)]The media response to President Bush’s “Mission Accomplished” event (see May 1, 2003) is overwhelmingly positive. Of his entrance in a fighter jet, the Detroit Free Press writes that Bush brought his “daring mission to a manly end.” The Washington Post’s David Broder, the dean of the Washington press corps, says that the “president has learned to move in a way that just conveys a great sense of authority and command.” [Unger, 2007, pp. 304]
Matthews Lauds Bush's 'Guy' Status - One of the most effusive cheerleaders for Bush is MSNBC’s Chris Matthews. On an episode of his Hardball broadcast, Matthews gushes about Bush’s “amazing display of leadership” and his appearance as a “high-flying jet star.” Bush “deserves everything he’s doing tonight in terms of his leadership. He won the war. He was an effective commander. Everybody recognizes that, I believe, except a few critics. Do you think he is defining the office of the presidency, at least for this time, as basically that of commander in chief?” Matthews compares Bush, who sat out Vietnam in the Texas Air National Guard, with former president Dwight D. Eisenhower, who commanded US forces in Europe during World War II. But, Matthews observes: “He looks great in a military uniform. He looks great in that cowboy costume he wears when he goes West.” His “performance tonight [is] redolent of the best of Reagan.” Guest Ann Coulter, a staunch conservative, calls Bush’s performance “huge,” and adds: “It’s hard to imagine any Democrat being able to do that. And it doesn’t matter if Democrats try to ridicule it. It’s stunning, and it speaks for itself.” Democratic pollster Pat Caddell says when he first heard about it, he was “kind of annoyed” because “[i]t sounded like the kind of PR stunt that Bill Clinton would pull. But and then I saw it. And you know, there’s a real—there’s a real affection between him and the troops.… He looks like a fighter pilot.” Matthews continues, “[H]e didn’t fight in a war, but he looks like he does.” Later that night, on Keith Olbermann’s Countdown, Matthews waxes poetic about Bush’s manly qualities: “We’re proud of our president. Americans love having a guy as president, a guy who has a little swagger, who’s physical, who’s not a complicated guy like Clinton or even like [former Democratic presidential candidates Michael] Dukakis or [Walter] Mondale, all those guys, [George] McGovern [whom Matthews does not identify as a pilot during World War II]. They want a guy who’s president. Women like a guy who’s president. Check it out. The women like this war. I think we like having a hero as our president. It’s simple. We’re not like the Brits. We don’t want an indoor prime minister type, or the Danes or the Dutch or the Italians, or a [Russian President Vladimir] Putin. Can you imagine Putin getting elected here? We want a guy as president.”
'Fighter Dog' - CNN’s Wolf Blitzer refers several times to Bush’s days as a fighter pilot in the Texas Air National Guard, without referring to the swirling controversy over whether he used the Guard to get out of serving in Vietnam, and calls Bush “a one-time fighter dog.” Other media pundits and journalists use Bush’s appearance and service record to laud his performance. NBC’s Brian Williams says: “And two immutable truths about the president that the Democrats can’t change: He’s a youthful guy. He looked terrific and full of energy in a flight suit. He is a former pilot, so it’s not a foreign art farm—art form to him. Not all presidents could have pulled this scene off today.” Fox News’s Jon Scott says that Bush “made just about as grand an entrance tonight as the White House could have asked for.… Now, of course, President Bush flew fighters in the Air National Guard, but no pilot, no matter how experienced, can land on an aircraft carrier first time out. The president did take the stick for a short time during his flight, but he let another pilot handle the landing.” Fox’s Wendell Goler continues the tale of Bush actually flying the fighter plane by saying that Bush “took a 20-minute flight to the ship during which he briefly called on his skills as a pilot in the National Guard.” Goler quotes Bush as saying “he flew the plane about a third of the way from North Island Naval Air Station to the carrier Lincoln. He says the pilot asked him if he wanted to do some maneuvers, but he flew it mostly in a straight line.” [Washington Post, 5/2/2003; Media Matters, 4/27/2006]
Dowd's Rhetorical Excesses - One of the more extreme reactions comes from New York Times columnist Maureen Dowd. She writes of the jet landing and Bush’s exit from the plane: “The tail hook caught the last cable, jerking the fighter jet from 150 mph to zero in two seconds. Out bounded the cocky, rule-breaking, daredevil flyboy, a man navigating the Highway to the Danger Zone, out along the edges where he was born to be, the further on the edge, the hotter the intensity. He flashed that famous all-American grin as he swaggered around the deck of the aircraft carrier in his olive flight suit, ejection harness between his legs, helmet tucked under his arm, awestruck crew crowding around. Maverick [a reference to the iconic action film Top Gun] was back, cooler and hotter than ever, throttling to the max with joystick politics. Compared to Karl Rove’s ‘revvin’ up your engine’ myth-making cinematic style, Jerry Bruckheimer’s movies [Bruckheimer produced Top Gun] look like Lizzie McGuire (a Disney Channel show). This time Maverick didn’t just nail a few bogeys and do a 4G inverted dive with a MiG-28 at a range of two meters. This time the Top Gun wasted a couple of nasty regimes, and promised this was just the beginning.” [Editor & Publisher, 5/3/2008]
Press Coverage and Later Response - The next day’s press coverage is equally enthusiastic. PBS reporter Gwen Ifill says Bush was “part Tom Cruise [another Top Gun reference], part Ronald Reagan.” The New York Times’s Elisabeth Bumiller calls Bush’s speech “Reaganesque.” New York Times reporter David Sanger writes that Bush’s entrance echoed the movie Top Gun. The Washington Post also reports Bush’s claim of having actually flown the fighter for a period of time. On CBS’s Face the Nation, host Bob Schieffer calls the image of Bush in the flight suit “one of the great pictures of all time,” and adds, “[I]f you’re a political consultant, you can just see campaign commercial written all over the pictures of George Bush.” Schieffer’s guest, Time columnist Joe Klein, adds: “[T]hat was probably the coolest presidential image since Bill Pullman played the jet fighter pilot in the movie Independence Day.… And it just shows you how high a mountain these Democrats are going to have to climb.” Fox News anchor Brit Hume says Bush was brave for risking the “grease and oil” on the flight deck while “[t]he wind’s blowing. All kinds of stuff could have gone wrong. It didn’t, he carried it off.” Conservative radio host Laura Ingraham tells CNN viewers: “Speaking as a woman… seeing President Bush get out of that plane, carrying his helmet, he is a real man. He stands by his word. That was a very powerful moment.” [Washington Post, 5/2/2003; Media Matters, 4/27/2006; Editor & Publisher, 5/3/2008]

Entity Tags: David S. Broder, Chris Matthews, Tom Cruise, Texas Air National Guard, Ronald Reagan, Public Broadcasting System, Walter Mondale, Washington Post, Wendell Goler, William Jefferson (“Bill”) Clinton, Ann Coulter, Bob Schieffer, Pat Caddell, Brian Williams, CBS News, Wolf Blitzer, Brit Hume, New York Times, Vladimir Putin, Michael Dukakis, George S. McGovern, Fox News, CNN, Elisabeth Bumiller, Detroit Free Press, David Sanger, Dwight Eisenhower, George W. Bush, NBC News, Jerry Bruckheimer, Keith Olbermann, Gwen Ifill, Karl C. Rove, Laura Ingraham, Jon Scott, MSNBC, Joe Klein, Maureen Dowd

Timeline Tags: Domestic Propaganda

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