WELL-INTENTIONED, CLICHE-RIDDLED `VARSITY BLUES' FUMBLES.

Byline: Bob Strauss Daily News Film Critic

``Varsity Blues'' pretends it's a sociological study about high school football in small-town Texas and the pseudo-religious fervor it generates. But it's really an example of demographics-addled Hollywood trying to pack a movie with everything show-biz types think teen-agers want to see.

There's hot young TV actor of the moment James Van Der Beek as a book-reading second-string quarterback named Mox, who's basically a beefed-up variation on his cuddlesome ``Dawson's Creek'' intellectual.

There's an insanely sexist emphasis on getting every attractive female in the movie out of her clothing; the lucky ones get to wear strategic dollops of whipped cream. Only Mox's level-headed girlfriend Jules remains clothed. But she is nevertheless played by a model (Amy Smart).

There's endless partying and general, if mild, contempt for authority figures, mostly pathetic parental units whose lives revolve vicariously around their sons' athletic accomplishments. There's actual rebellion, eventually, against the hissable, winning-is-everything coach (Jon Voight).

But even rebels can win the big game.

As the cliches fly faster than the pigskins (which is pretty fast; one of ``Varsity's'' best elements is its copious game footage, shot by ``Waterboy'' and ``Jerry Maguire'' pro Charles Cohen), the young actors give it the old school try. The ones who aren't models, anyway.

Though still playing it as sensitive and decent as the game night is long, the newly dark-haired Van Der Beek tosses in a self-confident swagger that's a nice change from Dawson's dithering insecurity. He also has an interesting issue - Mox is more concerned about an Ivy League education than high school sports, but when he takes over the team after an injury sidelines the star quarterback, he genuinely has to wrestle with the sudden rushes of adulation and responsibility.

Paul Walker brings a dignified angst to that fallen super athlete, whose supreme status and bright future are wiped out in a second. There's also a big fat lineman, whom Ron Lester plays mostly as a loud, ravenous, good ol' boor, but also occasionally as a lost little boy who can't find his way through a world that's too big even for him. Scott Caan has fun as the squad's most incorrigible hell-raiser.

However hard the kids work, though, they rarely transcend the simple stereotypes of W. Peter Iliff's screenplay. For his part, Voight plays the maniacal coach like a Southern-fried Mussolini, complete with stiff-armed pep rally salute.

The actors got little apparent guidance from director Brian Robbins, a former TV teen himself (``Head of the Class''), and co-creator of such Nickelodeon kid shows as ``Kenan & Kel'' and ``All That.'' Reports that he's turned ``Varsity Blues'' into ``Porky's''-with-pads overstate the case; it's not all raunchy, superficial adolescent pandering.

But it is so much that that whatever serious intentions the filmmakers might have had are drowned out by all the pumped-up, rah-rah sensationalism.

THE FACTS

The film: ``Varsity Blues'' (R; language, nudity, substance abuse, sex, children in jeopardy).

The stars: James Van Der Beek, Jon Voight, Paul Walker, Ron Lester, Scott Caan, Amy Smart, Ali Larter.

Behind the scenes: Directed by Brian Robbins. Written by W. Peter Iliff. Produced by Tova Laiter, Mike Tollin and Robbins. Released by Paramount Pictures.

Running time: One hour, 46 minutes.

Playing: Citywide.

Our rating: Two and one half stars.