Yeah, it is all about shock value now. Sad. As it was in Contraband, it was thrown in to a) make the smugglers sound genuine, since apparently people who do what they do use more filthy language than non-smugglers and b) shock and surprise the audience, since the movie, itself, wasn't providing much of that. The movie isn't God-awful, but I didn't find it to be as exciting as it could've been. I'm sure I'm not alone on that one.
I haven't seen Bridesmaids and I couldn't make it through even half an hour of The Hanogver II (it was really, really bad and I had to turn it off), but the word definitely is being used more than it was in the past and, in my opinion, doesn't really have a place in mainstream "action" or intense movies. For example, it wasn't (to my knowledge) used in any of the Die Hard or Lethal Weapon movies, but it now is being used multiple times in movies featuring major stars (i.e. Wahlberg in Contraband).
The most ridiculous time it's used in Contraband is when Wahlberg's character is arguing with the captain after getting back on board with the money, and the captain is suspecting him of smuggling. Wahlberg says something along the lines of the following:
"Your wife asked me to pick up some Panamanian dog sh*t to eat and rub in her (c-word) ..."
I mean, what the hell is that? That line must've been improvised. If it was in the script, that'd be very bizarre. It seems like Wahlberg just came up with it as an improvisation in an attempt to get a true angry reaction out of the other actor, but I still don't even know what he's trying to say.
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