This past weekend, Brett Ratner gave hope to fans of the Beverly Hills Cop franchise while speaking at an Advertising Week event focused on “consumer attention in a media-saturated world.”

While discussing how to one can organically integrate brands into films, Ratner nonchalantly noted that Beverly Hills Cop IV is “a huge priority for Paramount.”

How does Beverly Hills Cop come up during a speech on organic brand integration? Well, Ratner used Beverly Hills Cop as an example for his theory on product placement. He stated that in the film, Axel (Eddie Murphy) will need to drive a car (spoilers! :sarcasm:) and that currently the standard process would be to make a deal with an automaker to use their car(s) and then making them fit into the film. (cough – Transformers – cough)

There are a few movies I can always count on to pass the time. One of them is Beverly Hills Cop. No matter how many times I watch that movie, I always find myself smiling. Maybe it’s just because I get to hear Eddie Murphy use the F-word – something he seems to have forgotten how to do in his recent trend of family-friendly films.

Given my proclivity toward Axel Foley, I’ve closely followed news about the upcoming sequel to the series, Beverly Hills Cop 4. Recently, Clint Morris at Moviehole had the opportunity to speak with one of the screenwriters of the film, Derek Haas (Wanted, 3:10 to Yuma).

Brett Ratner, the man behind all three Rush Hour movies, as well as X-Men 3: United (comic book fans… attack!), has a lot of potential projects up in the air at the moment. Those listed as upcoming for him are either not happening at all or are nowhere near getting going. However, according to the man himself, the film closest to actually being made is one called Trump Heist, which would see him returning to the type of action/crime-comedy of the Rush Hour movies.

We all know that Brett Ratner is attached to direct Beverly Hills Cop 4, and that Eddie Murphy will be reprising his trademark role of Axel Foley.

For a few years there were rumors that the film would show the adventures of Foley in London, but I’m guessing that the filmmakers realized that the character is from Detroit and that he solves crimes in Beverly Hills, so he would just be London Cop. And that is a whole other franchise.

Well, now Latino Review have seen a script  by Michael Brandt and Derek Haas for the new film and according to them –  it’s not too good.

It’s that time of the week again – Mid Week Movie News Wrap Up.

This week

It looks like Brett Ratner may have some issues when it comes to directing Conan; Samuel L. Jackson and Jim Caviezel are Blown; DiCaprio talks Akira; we have more news on Simon Pegg’s Paul and Ennio Morricone is a Basterd!

It was rumored, but many didn’t want to believe it. Now if Ain’t It Cool can be believed it’s fact.

He’s one of the most divisive directors in the fanboy community, and famous for his multiple attachments to possible projects that never see the light of day.

However it now looks like Brett Ratner will be directing Conan!

Moriarty (aka Drew Mc Weeny) got an email from a scooper who apparently made a very persuasive case to suggest that Mr. Ratner would indeed be helming the new Conan film for Lionsgate.

As it stands, Hollywood studios are deadlocked in their contract negotiations with the Screen Actors Guild. That news stirs up foul memories of a year ago, when the Writers Guild of America was at a similar juncture with the studios… Soon after that there were no TV shows for about half a year.

And we all know what that did last year’s TV season.

As we all know, Hollywood is the epicenter of not only fads, but also ripping off copying what works from other studios. We’ve all seen this before many times. One studio puts out a successful movie in some genre and within 6-9 months we see a bunch of movies coming out trying to capitalize on the popularity of the first one.

Earlier this summer, Paramount Pictures officially announced Beverly Hills Cop 4 would grace the silver screen. This despite the fact that they had yet to hire screenwriters and didn’t even have a story in place. They only had Eddie Murphy signed on to return and Brett Ratner was “in negotiations” to direct.

Cut to a few months later, and we now  have screenwriters, ladies and germs!

Michael Brandt and Derek Haas (i.e. the screenwriting duo behind 3:10 to Yuma and Wanted) have been officially hired after submitting an outline/treatment that was given the thumbs up by studio big-wigs, producer Lorenzo di Bonaventura, Ratner and Murphy himself.

I guess this takes Brandt and Haas out of Wanted 2 despite earlier reports.

Beverly Hills Cop 4 will begin filming next year for a Summer 2010 release.

Source: Variety

Word is circulating that after Beverly Cop 4 hits theaters, actor/comedian Eddie Murphy may be done with films for good. Along with that bit of good news, came confirmation from Beverly Hills Cop 4 director Brett Ratner that the film will NOT be rated PG-13 as previously reported, but will indeed carry a very hard R rating, for all those action junkies who need the wet stuff to mess the silver screen before they can get their kicks. (Also known as Rambo Syndrome.) According to Ratner:

“Don’t believe everything you read on the internet. Believe me, this is going to be a hard core ‘R’ Beverly Hills Cop. I start shooting next year…”

Less than a week ago we talked about the impending addition to the Beverly Hills Cop franchise, which was to once again star Eddie Murphy and will be directed by the much-maligned Brett Ratner.

Personally, I’m not a Ratner hater, but this news is going to be like throwing bloody fish bait into a shark tank for those who do:

It seems that Beverly Hills Cop 4 is being targeted to kids. Specifically, 10-12 year olds.

Says Ratner:

Over the past couple of years we have seen the return of John McClane, Rocky Balboa, John Rambo and Indiana Jones.

Now get ready for the return of Axel Foley.

Yes – Eddie Murphy is set to return to the franchise with Beverly Hills Cop 4.

So who would direct the fourth film in the series and follow in the footsteps of Martin Brest, Tony Scott and John Landis?

Well, fanboy favorite Brett Ratner of course.

There have been rumors of a fourth Axel Foley adventure floating about for years, the main idea being having it set in London. This is strange considering that the Foley character is actually from Detroit and the first three films were set in Beverly Hills. Would that make the film London Cop?

Ratner is in negotiations to direct the film, but no writer has yet been hired or possible plot mentioned. However they do intend to start production in 2009 for a 2010 release.