While many theater-goers cringe upon witnessing the blatant use of product placement in any given film, The Joneses is a landmark achievement in that it is the first film to make product placement a necessary component of its story-line. Written and Directed by talented newcomer Derrick Borte, The Joneses is a unique social commentary tale about an American town overwhelmed by the excitement of consumerism.
The cast of Derrick Borte's "The Joneses" (2010).
The film’s international premiere at the Toronto International Film Festival in September has already generated a ton of buzz. I will resist the temptation of giving away too much of the plot in order to keep your viewing experience as pure as possible (click here for a sneak peek).
But I will say that the story-line for The Joneses offers a refreshing twist to the romantic comedy genre. With Demi Moore and David Duchovny as the leads (and NOT Sarah Jessica Parker or Hugh Grant), the romantic chemistry is always fun and exciting. Moore and Duchovny are complemented by an all-star supporting cast in Gary Cole, Amber Heard, Lauren Hutton, Glenne Headly, and Ben Hollingsworth.
The Joneses should serve as a worthy springboard for discussion on the current American economic crisis, albeit in a mostly lighthearted fashion. Above all else, The Joneses is timely in its treatment of the American phenomenon of people who abide by the “keeping up with the Joneses” philosophy to constantly advance their materialistic needs.
As Americans battle through recession and even unemployment, The Joneses allows us to step back and see from a bird’s-eye-view our own superficial lives which we fight so hard to maintain. It also highlights the abilities of two veteran actors in full form who actually have tremendous on-screen romantic chemistry. I’m anticipating The Joneses to be one of the most original films of 2010. The film is due to hit theaters on April 16th.
Charlie Wachtel is a Senior Writer for The Film Crusade and Founder of www.filmcrusade.com.
