They Call Him Mister Cube

Image credit: Barbershop: Tracy Bennett

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Law No. 3: Conceal Your Intentions

Cube started his production company Cube Vision in 1998. Today, Cube Vision has its offices in West L.A. and employs a half-dozen people. The company's first film was ''Next Friday.'' But it was its 1995 predecessor that made Cube a star at New Line, where he's now starred in six films -- all of them profitable. Movies he's produced for the studio include ''Next Friday'' (budget: $9.5 million; gross: $57 million) and ''All About the Benjamins'' (budget: $14 million; gross: $26 million).

Obviously, these aren't Spielberg numbers, but they're not Spielberg budgets, either. Cube says this is intentional. That stealth has been his business strategy all along. ''I know people respond to profits. And I knew that the only way that I would get respect in this town is to be a person who takes a small thing and turns it into a big thing. I don't want to be stuck with that for my whole career, but flying under the radar has worked well for me.''

Cube's latest success has been harder to conceal. ''Barbershop,'' which was made for MGM, cost $12 million and is now nearing $80 million at the box office. According to MGM vice chairman/COO Chris McGurk, ''Barbershop'' didn't start out as a Cube Vision movie -- it was only when Cube declined to star in it because he didn't think the script had enough heart that MGM asked him to get on board as a producer and help shape the story. Adds ''Barbershop'' director Tim Story, ''Cube is one of the models you'd be stupid not to study.'' ''He's underrated, and I think he likes it that way. People don't see him coming. Back when I was younger, we went to Spike Lee movies -- you'd just put them on the calendar and you went. And now it's the same for Cube's movies.''

Perhaps the thing Cube dislikes most about Hollywood, though, is being underestimated. And there's nothing that makes him happier than proving skeptics wrong. That's why he's so proud of Next Friday. ''Everybody basically said the reason the first one was so successful was because of Chris Tucker,'' says Cube. ''But it wasn't just a one-man show. I knew if we pulled the second one off without him, then people would start looking at me different as a filmmaker.'' ''Friday After Next'' doesn't have Tucker either. What it does have is the same signature South Central blend of players, blunts, and belly laughs -- although this time it's set on Christmas Eve, when a burglar dressed as Santa is ripping off the neighborhood. If all goes well, expect a ''Friday After Friday After Next.''

No. 45: Preach the Need for Change, But Never Reform Too Much at Once

It's interesting that Cube has waited until ''Barbershop'' to play a character so full of warmth and vulnerability. A guy who's, well, kind of a softie. And I ask him straight-out whether he's getting mellower -- whether Ice Cube's melting? But he takes this the wrong way. Like I'm pointing out some weakness.

''That's not true. Don't get a movie confused with real life. I'm a well-rounded human being like everyone else. In the beginning, I chose to make one side public. But I'm not going to shortchange the game of acting by having some kind of ego trip. I don't consider myself an a--hole, but I don't consider myself a nice guy, either.''