The Repackaging of Richard Armitage

screencap from the Cinemax Final Cuts Segments

Have we witnessed the repackaging of  Richard Armitage? Perhaps. And if so, I support the campaign.

Before: Richard Armitage,  often seen by “outsiders” ( read -NOT US ) as the brooding, shy, sometimes awkward guy, with a slightly mean face, who can best play baddies and brooding, smoldering  characters. Not getting roles. Not being bombarded with potential projects.

Or Now:  Richard Armitage, the handsome,  laughing,  easy going leading man- in-waiting. Talking openly about new work, what he wants, want he fears, what may be getting in his way.

There was an inkling of the new message  when he turned up  in the fall insouciant ( and a little tousled)  for the Clickonline  interview spawning the cat/dog “controversy.” And that was before we knew the context of the discussion, and Richard Armitage’s decision to scribble “Meow” as a message specifically  to his “Army.” Clickonline

And in the first promotional video for the trailer release of the The  Desolation  of Smaug,  where he seemed not that into it, and as a reader said ” off his game.” But this could just as well have been read as, “I’m not taking this too seriously.”

Throughout the press junket for The Desolation of Smaug, fans and bloggers have been describing Richard Armitage as  ” more relaxed,” ” more confident,” “cheeky,” “sassy,” “edgy,” “irreverent,” “teasing,”  and laughing, laughing laughing.

I’ve been one of those fans.  I partially attributed the change in behavior to his  experience, now that this was the third time he was going through a high octane press tour.   In part, I also attributed the change  to statements he himself made that, thanks to Peter Jackson, he learned to have more fun and not take himself so seriously. ( I think  he meant this in relation to  his acting, but I took it to mean life in general).

I also thought  that Richard Armitage had a higher level of confidence because he had some corrective work done on his nose (just a tip lift – very subtle, very easy, very quick).   He himself  mentioned a few times  that he hated his nose, thought it was too big, even  as fans continued to extol its special beauty and character. (Thus why  I  was so surprised when not one of those fans “seemed” to have noticed the change – impossible really, for people who spend so much time looking at  and playing with photos of the face, but that’s another post – that and the backlash on against those who even dared to suggest the obvious )

The issue with the nose though, why change it if he wasn’t unattractive –  but was in fact, drop dead gorgeous? Why at this stage of his life?

Some might say he changed it to please himself. I say, he changed it to please the people making casting decisions. It was a strategic business decision, a  smart thing to do and one  I hope pays off for him in more opportunities and more choices in roles. His features before, contributed to the impression that he had a “mean face,” “was brooding” and could best play “baddies.” The slight change in the nose gives him no bad angle ( where before his right profile was problematic) and over all a less sinister look for him. A more classically handsome look might open up more opportunities for him, put him into consideration for a wider type of roles.

So, a change in behavior and a change in appearance. A change in attitude perhaps. Remember the New York Moves Magazine article and Armitage’s comments on the American political scene, as some fans railed and complained, others back peddled for him and still others thought it was a courageous and welcoming change in him. But maybe it was a calculated decision to appear as though he were willing to speak out. And have some fun. recall it was Armitage who came up with the idea to have contest for a Thorin Cocktail- recipes for which are still surfacing. It was a way to get fans talking, and it worked.

There will be some fans and other watchers who criticize Richard Armitage for making these changes, for altering his image, literally and figuratively. There are  fans who think some of the instances of his humor and joking have fallen flat or been downright  offensive. But it’s a work in progress. Some fans won’t like the idea of his repackaging himself  to pander to Hollywood or casting directors, but if it helps him get some of the work he wants, I’m all for it.