Should Spike Lee Be Selling Vodka? Some Teens Bash Him for It

The New York Daily News is claiming that director Spike Lee has been getting bashed by New York teens for his affiliation with Absolut Vodka. Lee apparently designed a logo for the vodka company themed after Bedford-Stuyvesant, a well-known and respected neighborhood within the Brooklyn community. Apparently, some of the teens feel that it's a bit hypocritical for Lee to make films that uplift black people, while simultaneously working with major corporations to convince us to drink more liquor.

"I've seen his movies. I was a really big fan. But he lost respect from me," said Shenel Gunnis told the New York Daily News. "You're not supposed to be promoting stuff like that in areas that can barely afford food."

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Black Filmmakers: Through The Years

Tyler Perry
No other African American filmmaker has made an impact in the film business this decade like Perry. Bringing his theatrical character Madea Simmons to the big screen has proven very successful at the box office. From 'Diary of a Mad Black Woman' to 'Madea's Family Reunion' to 'Why Did I Get Married?,' which featured the return of Janet Jackson to the big screen, Perry's films have grossed close to $300 million in four years. And having Oprah Winfrey as one of his biggest champions hasn't hurt things either. Perry and that talk-show diva will join forces in bringing Lee Daniels' critically acclaimed movie, 'Push: Based on the Novel by Sapphire,' to the masses later this year.

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Black Filmmakers: Through The Years

Spike Lee
Besides Woody Allen, no other filmmaker has had more films on the big screen in the last 20 years than Lee. From 'She's Gotta Have It' to 'Jungle Fever' to the critically acclaimed and Oscar-nominated 'Do The Right Thing,' Lee's production company, 40 Acres & A Mule Filmworks, has produced more than 35 films since 1983. In 2008, the Atlanta native released his latest film, 'Miracle at St. Anna,' a story about blacks fighting in WWII that stars Derek Luke and Michael Ealy.

Black Filmmakers: Through The Years

Will Packer
Rainforest Films co-founder and chairman, Will Packer has been heralded as one of the "10 Producers To Watch" over the years and is notable for producing the urban drama, 'Trois.' The film went on to gross $1.2 million dollars at the box office making it the fastest million dollar grossing film distributed by African Americans, according to a spokesperson for Packer. In April of 2009 Packer will release his latest offering starring Grammy Award-winning singer Beyonce Knowles and Idris Elba in the thriller, 'Obsessed.'

Black Filmmakers: Through The Years

Oscar Micheaux
As the pioneer of African American filmmakers, this Metropolis, Illinois, native revolutionized the film industry when he formed his own movie production company and, in 1919, became the first African American to make a film. He wrote, directed and produced the silent motion picture 'The Homesteader' and then introduced the film world to Paul Robeson in 'Body and Soul.' In 1986, the Directors Guild of America honored Micheaux with a Golden Jubilee Special Award, and today the Oscar Micheaux Award is presented each year by the Producers Guild.

Black Filmmakers: Through The Years

Robert Townsend
Primarily known as a comedian, this Chicago native established himself when he wrote, directed, produced and starred in the comedy 'Hollywood Shuffle,' his 1987 film about struggling black actors. He also created and produced the CableACE award–winning 'Robert Townsend and His Partners in Crime' for HBO. His best film to date is the 1991 musical 'The Five Heartbeats.' Townsend recently directed the documentary 'Why We Laugh,' a story on black comedians and their impact in America.

Black Filmmakers: Through The Years

Bill Duke
Known for his imposing 6-foot-6-inch figure and action films such as 1987's 'Predator,' the Poughkeepsie, New York, native began directing feature-length films in the 1990s with the crime dramas 'A Rage in Harlem,' 'Deep Cover' and 'Hoodlum.' In 2007, Duke directed 'Cover,' which starred Vivica A. Fox, and most recently 'Not Easily Broken,' which is based on a T.D Jakes novel and stars Morris Chestnut and Taraji P. Henson.

Black Filmmakers: Through The Years

Ossie Davis
As a pioneer in the film business and a legend in the African American community, Davis was an actor, director, poet, playwright, writer and social activist whose career spanned nearly 50 years. Davis directed numerous films during the blaxploitation era, including 1970's 'Cotton Comes to Harlem' and 1973's 'Gordon's War.' Along with wife Ruby Dee, the Georgia native starred in many movies, including several of director Spike Lee's films such as 'Do The Right Thing,' 'Jungle Fever' and 'She Hate Me.'

Black Filmmakers: Through The Years

Melvin Van Peebles
This Chicago actor, director, screenwriter, playwright, novelist and composer is most famously known for his contribution to the blaxploitation era with the independently financed and critically acclaimed film 'Sweet Sweetback's Baadasssss Song.' The 1971 film was written, produced, scored, directed by and starred Van Peebles and tells the story of a deprived African American man on his escape from the white authority. The father of actor/ director Mario, in 2008, Melvin completed the film 'Confessionsofa Ex-Doofus-ItchyFooted Mutha,' which played at various film festivals.

Black Filmmakers: Through The Years

Julie Dash
In 1991, this Queens, New York, native's film 'Daughters of the Dust,' which tells the story of three generations of Gullah women at the turn of the 20th century, was the first full-length film with general theatrical release in the United States by an African American woman. In 2004, the film was included in the National Film Registry.

Black Filmmakers: Through The Years

F. Gary Gray
Having directed more than 30 music videos for artists such as Ice Cube, Queen Latifah, TLC, Dr. Dre and Mary J. Blige, and winning several awards for his work, the New York native moved into the film world with the cult favorite 'Friday,' starring Ice Cube and Chris Tucker. He then followed that film with another fan favorite, 'Set It Off,' with Queen Latifah, Vivica A. Fox and Jada Pinkett Smith, before moving on to big budgeted films such as 'The Negotiator,' 'The Italian Job' and 'Be Cool.' His next feature is slated to be 'Marvin: The Life Story of Marvin Gaye.'

Black Filmmakers: Through The Years

I don't trust what the New York Daily News or any other media outlet has to say about esteemed African American figures, but I have to give some honest thoughts about Spike Lee's decision to associate himself with Absolut. One has to wonder how Lee can participate in such an endeavor, yet heavily criticize fellow filmmakers like Tyler Perry for allegedly engaging in buffoonish theatrical pursuits. Lee challenged Perry for producing a virtual minstrel show, consisting of a black man in a dress, and other unseemly characters behaving in ways that some would define to be stereotypical. But there's nothing more stereotypical than a black man with a bottle of liquor in his hands. Spike may want to consider his commitment to Absolut the next time he speaks up to condemn another black filmmaker for encouraging our community's self-destruction.

I happen to be in New York City this week shooting our MSN special, 'The Invested Life.' One of the members of the production team was a young brother from Bedford-Stuyvesant in Brooklyn. When I mentioned Spike's Vodka deal, he immediately knew what I was talking about. He also reminded me that Spike had chastised Eddie Murphy for his creation of the television show, 'The PJs,' which featured black people in the projects. He seemed to be a huge fan of Spike Lee, but was incredibly disappointed. I am especially saddened by this after seeing a study that determined that alcohol is more devastating to a community than crack, heroine or any other kind of drug. This deal is simply not cool.

Perhaps Spike needs to explain. Spike would be better off helping the rest of us to understand why working with a company to sell Vodka to black people is not as bad as Tyler Perry making comedies with poor taste. I am a fan of Spike's, and I want to believe that there's a difference. But the truth is that there may be no explanation other than the obvious: everybody's got bills to pay.

Spike is no different from the rest of black Hollywood, many of whom must find opportunities wherever they can. One major difference between Spike Lee and Tyler Perry is that while Spike has to wait for someone to green light his films, Tyler waits for almost no one. Additionally, Tyler has created jobs for countless black directors, producers, actors and crew members, which liberates them from having to sell Vodka to black people in order to pay ends meet. So, as Spike decides to continue criticizing Perry, he should not be surprised if Perry strikes right back.

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I am not one to attack Spike Lee for doing what he's got to do. I just hope he reconsiders his decision to attack other people for doing the exact same thing. I certainly say this out of love for Spike and I wish him continued success. Well, success without the Vodka, I can't agree with that one.

Dr. Boyce Watkins is the founder of the Your Black World Coalition and a Scholarship in Action Resident of the Institute for Black Public Policy. To have Dr. Boyce commentary delivered to your email, please click here.