Whiffing at Arnold Schwarzenegger
I was waiting for someone to raise the Planet Hollywood debacle in discussing Schwarzenegger, and Daniel Gross finally got around to it in Slate. The key theme Gross wants you to remember: Republicans must hope Schwarzenegger’s campaign is more durable than Planet Hollywood. The company raised $196 million in its IPO and plowed the proceeds ...
I was waiting for someone to raise the Planet Hollywood debacle in discussing Schwarzenegger, and Daniel Gross finally got around to it in Slate. The key theme Gross wants you to remember:
I was waiting for someone to raise the Planet Hollywood debacle in discussing Schwarzenegger, and Daniel Gross finally got around to it in Slate. The key theme Gross wants you to remember:
Republicans must hope Schwarzenegger’s campaign is more durable than Planet Hollywood. The company raised $196 million in its IPO and plowed the proceeds into expansion. But its celebrity cachet dissipated once outlets opened in London’s Gatwick Airport and Edmonton, Alberta. In October 1999 the chain, which peaked at 95 restaurants, filed for Chapter 11. Schwarzenegger severed his ties with the company in 2000. Planet Hollywood exited bankruptcy in 2000 but then earned membership in the Chapter 22 club by going bust again. So far, the recall campaign has been very much like a meal at Planet Hollywood. There’s plenty of ruckus and shouting and fake smiles. A lot of celebrities are hanging around—for no apparent reason. The fare is insipid. And when the experience is over and the bill comes, nausea may follow.
Having eaten once — and only once — at the restaurant, I’m certainly sympathetic to the idea that Schwarzenegger couldn’t manage his way out of a paper bag, and this should count against him in his gubenatorial bid. However, by the time I got to the, conclusion, Gross’ article actually convinced me this episode doesn’t matter all that much. The reason is that Schwarzenegger wasn’t as involved in the management of the restaurant chain:
Planet Hollywood’s capital was provided by [Keith] Barish and [Robert] Earl, and by the not-so-fabulous Singapore billionaire Ong Beng Seng. Schwarzenegger and fellow A-listers like Sylvester Stallone were regarded as “founding celebrities,” but the only equity they provided was their Actors’ Equity card. They made noisy public appearances on Planet Hollywood’s behalf. In exchange, options representing 20 percent of the company’s stock were set aside for “celebrity investors.”
In other words, Scharzenegger’s role was to generate publicity for the restaurant, and even Gross acknowledges he accomplished this goal and then some. One can argue that Arnold should not have associated his name with overpriced hamburgers. However, one can’t accuse him of poor business acumen (since he put none of his own money into the venture), which would have been a much more damaging fact to associate with Schwrzenegger. Let me close here by pointing out that, like Virginia Postrel, I don’t really know whether Schwarzenegger would make a good governor. And, like Postrel, if he doesn’t start talking policy, he’ll lose me. However, Gross’ story actually removes what I thought would be a chink in Arnold’s armor.
Daniel W. Drezner is a professor of international politics at the Fletcher School of Law and Diplomacy at Tufts University and co-host of the Space the Nation podcast. Twitter: @dandrezner
More from Foreign Policy
Saudi-Iranian Détente Is a Wake-Up Call for America
The peace plan is a big deal—and it’s no accident that China brokered it.
The U.S.-Israel Relationship No Longer Makes Sense
If Israel and its supporters want the country to continue receiving U.S. largesse, they will need to come up with a new narrative.
Putin Is Trapped in the Sunk-Cost Fallacy of War
Moscow is grasping for meaning in a meaningless invasion.
How China’s Saudi-Iran Deal Can Serve U.S. Interests
And why there’s less to Beijing’s diplomatic breakthrough than meets the eye.
Sign up for Morning Brief
Foreign Policy’s flagship daily newsletter with what’s coming up around the world today. Delivered weekdays.
By submitting your email, you agree to the Privacy Policy and Terms of Use and to receive email correspondence from us. You may opt out at any time.
