Campbell explained the premise behind the movie to Ain't It Cool:

It's for the fans. It's a cautionary tale of why you should never hire an actor to do anything other than act. Ultimately it's serving as a comedy premise, that's all. It's not to be my definitive statement on my life or career or fans. It's a one off gag movie that hopefully people will be somewhat tormented and confused and hopefully entertained... Look, acting is a heightened version of something. There's no such thing as a realistic actor since it's all make believe. So for the purpose of the movie, it's all about a broken down, loser, schmuck actor who has greatness thrust upon him, and he mostly fails. The fact that he's Bruce Campbell is an extra weirdo bonus that will either help or hurt.

Admittedly, Campbell's official site gives a better idea of the movie's actual plot:

My Name is Bruce is the heroic struggle of a small mining town (Gold Lick, Oregon) to rid itself of a vengeful monster. Guan-di (Jamie Peck), the Chinese god of war and protector of the dead, has been unleashed by cemetery desecrating teenagers to protect the graves of Chinese miners lost in a deadly cave-in of yesteryear.

The deadly demon’s mission is to eradicate all those who transgressed against the tomb (relatives included), which is virtually the entire population of Gold Lick. The inbred community has to find a solution so Jeff (Taylor Sharpe), the sole survivor of a deadly Guan-Di encounter, takes it upon himself to kidnap his idol, Bruce Campbell (Bruce Campbell), star of countless B-movie horror films, and recruit him to be their local savior.

Mortified at first, Bruce eventually goes along with Jeff’s prank, convinced that it’s all an elaborate birthday present from his agent (Ted Raimi), and begins to enjoy the spoils of being a movie hero, including free liquor and Jeff’s attractive mother, Kelly (Grace Thorsen).

But Jeff’s scheme goes horribly wrong when his hero, known more for fighting directors than mythical warriors, haphazardly leads the town in battle against Guan-Di. Confronted by a monster that’s not a guy in a rubber suit, and with the blood of innocents on his hands, Bruce abandons the harsh reality of Gold Lick for the sanctity of his former, artificial life.

In his ramshackle desert trailer, Bruce resumes the daily grind of genre sequels, poor housekeeping and cheap whiskey, but a gut-wrenching call from his biggest fan, Jeff - now forced to take on Guan-Di alone - prompts the actor to re-evaluate his destiny.

Against his better judgment (and the angry citizens of Gold Lick), Bruce returns to defeat Guan-Di, save Jeff, and snag his hot mother. In the climactic, mano-a-monster, Bruce tries to rise above the miserable, off-screen schmuck that he is and become a hero…in real life.

Be afraid, Gold Lick – be very afraid.

If that doesn't sound like your cup of tea, then Bruce has one last pitch that may sway you:

This is Bob Hope with decapitations; this is not SAW IX. So if folks are looking for the hardcore stuff, it ain't here. I mean, you're going to get the body count, you'll get that, but there's no torture porn in this. Torture porn, the great new phrase that's been invented.

The anti-Saw? Come on, surely that's reason enough to make this movie a smash-hit success.

Capone catches up with sex-god Bruce Campbell on his MY NAME IS BRUCE U.S. tour!!! [Ain't It Cool]

It really is a week where you can pick up those classics that you never quite got around to reading. DC are putting out an oversized reprint of Frank Miller's pre-Dark Knight series Ronin (soon, like almost everything else Frank Miller has touched, to be a motion picture, as they say) as well as a regular sized new edition of apocalyptic superherofest Kingdom Come (You'll believe a man can fry!), while Image reissues Madman creator Mike Allred's secret origin of rock'n'roll odyssey Red Rocket 7 (in preparation for Neon Monster's Red Rocket 7 party a week on Saturday, of course), IDW collect some of the best Star Trek comics ever made in Star Trek Archives Volume 1: The Best of Peter David, and even Marvel gets in on the act with a new hardcover edition of Grant Morrison and JG Jones' very enjoyable Marvel Boy miniseries from the beginning of the century... all of which are easily recommended (especially Red Rocket 7).

Equally as recommended is Wonder Woman: The Circle, the hardcover collection of the start of Gail Simone's run on DC's favorite Amazon, which is just one of the non-contemporary collections also hitting shelves this week - In particular, you should pay attention to Star Wars: Clone Wars Vol. 1: Shipyards of Doom (for the title alone, I mean, come on), Marvel's time-traveling cyborg mutant book Cable Volume 1: Messiah War, and the weird-but-enjoyable Uncanny X-Men: Divided We Stand, which makes io9 hometown San Francisco seem even weirder that normal.

In terms of all-new material this week, it's a tough one: do you go for Marvel's Skaar Son Of Hulk Presents The Savage World Of Sakaar, which spins a one-off special issue about the home world of the Hulk's son, or Dark Horse's one-off My Name is Bruce, where Bruce Campbell kicks ass in a way that the Hulk could never manage?

Much easier to choose is the collection of the week - even with all of those classic books available above, there was no way that anything would seem more essential this week than Star Wars: Luke Skywalker, Last Hope for the Galaxy, an 800 page hardcover collection of comics from the last thirty years proving why George Lucas' favorite son isn't entirely overshadowed by Han Solo after all. In case you need some convincing, here's a preview of what to expect inside.

Whether you're following the force or just out for your own personal gain, you can find a complete list of this week's new comic releases here, and the whereabouts of your closest comic store at the Comic Shop Locator Service. Now let's blow this thing so we can all go home.