GODZILLA! As it roared into opening weekend, the money behind GODZILLA was publicly boasting they would beat out last Memorial Day's record-shattering premiere of THE LOST WORLD. Frankly, as near as I can tell, this movie is LOST WORLD THREE, with a few cliches from other movies thrown in as ballast, such as ALIENS's giant eggs, BLADERUNNER's rainy urban ambience, INDEPENDENCE DAY's air attacks.... and I know I am missing something. What I'm missing is some glimmer of life or originality to make GODZILLA achieve an effect besides making its audience keenly aware of, and depressed about, how promotion and "entertainment" have grown so intertwined as to be indistinguishable. GODZILLA is not about a giant lizard ransacking New York. It's about YOU giving SONY your MONEY. Matthew Broderick stars as Nick Tatapoluus, a "nuclear biologist" (everyone mispronounces his name, causing him to roll his eyes, such is the extent of his character development). Nick's glum about being thrown in with a non-descript military team, led by a horny older woman (in one of the many mysteriously vanishing sub-plots) and a bickering mayor of New York and his aide (modeled after Siskel and Ebert, albeit with cliche'd New York mannerisms). he's also beseiged by an old college "sweetheart" (a bland Maria Patillo) suffering sexual discrimination at the hands of her boss, SIMPSON's alum Harry Shearer (and, no, he doesn't get eaten), and her bridge and tunnel stereotype buddies. Lastly, there is Reno, stealing the show as a mysterious Frenchman. Still, nobody in the film is interesting enough to carry off the tongue in cheek quality that would allow this movie, which clearly does not set out to be a masterpiece, to be any fun. To go on with the story is pointless. The story, the "event" itself is nothing, it's the hoopla surrounding it that counts in a movie like this. Like an over-hyped boxing match that lasts one round, or a striptease where once all the clothers are off you wonder what you were lusting so hard to see, GODZILLA is in fact much like a stripper. First they let you see just the tail, then later the footprint, then some teeth, then later the legs, then the body, then finally, that ugly, well-hyped-secrecy-shrouded face of his. All the millions in merchandising rights, the pre-sold sequels, the thousands of openings all across the country, the millions of dollars in advertising, and the thousands of man hours put in by sleepy eyed computer animators to get every rain soaked scale just perfect, all for the effect of a headache and the bitter feeling you've been cheated. If the effects were mind-blowing, it may have worked on some bird-brained level, but the whole movie takes place in the rain. The original Japanese version did too, but I suspect that the motivation behind this choice is less homage and more the fact that by having every shot in the rain they don't have to deal with adding shadows and sunlight's reflection on the big monster. Godzilla stays dingy and gray and blends with the rain drops so we can't see just how pixelly he really is. We never get a satsifying look at him, and he never seems real. Still, the weakest scenes of this movie do not involve Godzilla at all, but his progeny, the baby godzillas (or velociraptor stand-ins) that chase the heroes around Madison Square Garden. These lame, unsuspenseful scenes are filled with so much shameless product placement that they are genuinely repulsive. All along the hallways of the chase, advertisements draw our attention. No matter how many explosions shatter the walls of the Garden, the BLOCKBUSTER VIDEO signs stay lit and in focus. The news from the opening weekend is not what the suits were hoping to hear, the film generated a mere $55 million (as opposed to LOST WORLD'S $90 million on less screens). I suppose the beautiful weekend weather had something to do with it, but more than likely it was the shitty word of mouth that kept America at its barbecues. I doubt the studio heads will believe that anything as hard to define as "quality" would effect the box office take one way or another. Rather they will assume "It wasn't loud enough." Because, ultimately, this GODZILLA is almost exactly what the audience would THINK that they want; monsters and explosions. Of course what they think they want isn't always what they need to not feel cheated. That's where art is allegedly supposed to have a hand. Art, and a little thing called "originality". Give the people what they want and they'll never want it again, hopefully. RATING: **