I think you're right. This movie has a lot of potential to be a perennial animated classic, so why did it flop & get lost in the shuffle? I think the answer is all about the movie's style. It had a great concept, and it had great animation, only the overall tone didn't really stick with anybody.
I feel like this concept could have really been a hit if only executed by Disney or Pixar. Disney/Pixar often get a lot of flack for being too sugary, too childish, and too morally simplistic. Only whether or not everyone likes that sugary Disney tone, it's simply a more pleasant experience, one that audiences by & large are more willing to endure.
Osmosis Jones seems to follow the pattern of a lot of other animated movies, particularly the films from Dreamworks: get a lot of famous actors to do the voices, fill the soundtrack with pop, rap, or hip-hop numbers, and make most of the characters snide and 'hip.' Drop a few light swear words in there, and fill the script with pop culture references. The result? A sarcastic, cynical, dated little adventure that never really connects with anyone on a deeper level. It doesn't help that the movie emphasises 'gross out' humor, which simply makes everything even darker.
I'm sure Pixar has jumped the shark by now, only you have to hand it to them for making some ideas pretty charming. Rats are pretty gross, only Pixar made them charming with Ratatouille. Bugs are pretty gross, only Pixar made them charming in A Bug's Life. Well, the human body can be pretty gross too. And in the case of Osmosis Jones, Warner Brothers pretty much said, 'Let's not try & make it charming. Let's just keep it dark & gross.'
I feel that if Pixar had made a similar movie about the human body, it would be a classic on the level of Finding Nemo. In my opinion, that sense of family-friendliness, that sense of innocent adventure, while perhaps too simplistic at times, is simply a better way to capture an audience. It gets into people's hearts. Osmosis Jones could have been more friendly, and maybe people would actually remember all the clever (and sometimes ingenious) human body jokes they made. Instead, we got a rap number from Kid Rock.
Well, rats.
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