(Image Source: The Weinstein Company)

BY CHRISTINA HONAN

You're watching multisource entertainment news analysis from Newsy.

In the movie Our Idiot Brother, Paul Rudd plays an optimistic slacker who seems to be best at irritating his three sisters...But they aren’t the only ones annoyed feeling annoyed lately.

ABC announced it is banning commercials for the R-rated film due to inappropriate content.

A rep for ABC told the Hollywood Reporter:

"The network did not accept spots that violated our long-established Ad Guidelines."

While the commercial is already airing in its original form on various other broadcast and cable networks, ABC refuses to do so until three cuts are made to the trailer. The scenes in question?

ABC cites them as quote “A visual exchange of what is assumed to be drugs, a visual of Paul Rudd’s character using a juice box to depict urination and various references to getting high and smoking.”

The ban has left many bloggers asking, “What’s the big deal?” One film blogger for BlogHer summed it up by writing:

“Honestly, it doesn’t seem that bad to me. Look, it’s an R-rated movie called Our Idiot Brother starring Paul Rudd and distributed by The Weinstein Company. We’re not talking Disney princesses here.”

The Weinstein Company seems to agree with this sentiment. Not only is it refusing to make ABC’s required cuts, but it also released an even raunchier red-band trailer available on AOL’s Moviefone.

According to PR Newswire, Co-Chairman Harvey Weinstein released this new age-restricted trailer with the comment:

"We'd like to dedicate our new red band trailer for OUR IDIOT BROTHER to censorship everywhere.  Enjoy!!"  

Weinstein’s actions did not come as a surprise to the LA Times. One entertainment reporter writes...

“It is not unusual for companies to submit advertisements they know will be "banned" as a way to generate publicity. And the Weinstein brothers are nearly as famous in Hollywood for getting outsized attention for their movies as the movies themselves.”

However, the publicity stunt wasn’t enough to save the latest Paul Rudd flick from disappointing at the box office. The movie made only $6.6 million its opening weekend. Is the advertising dilemma to blame? Not necessarily-- says a reporter from The Wrap.

“Despite aggressive marketing by The Weinstein Co., the movie was buffetted by hurricane reports, crummy reviews and lousy exit scores in a summer where R-rated comedies are generally performing well.”

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