While thousands of protestors gather in Manhattan to “Occupy Wall St”, the European economy teeters on the brink of collapse, unemployment across the developed world grows and several Pacific island nations report shortages of drinking water due to climate change, here in New Zealand we continue to party like it’s 1987 and at the pictures for the school holidays we have the most blatant and desperate examples of corporatist “entertainment” I’ve ever seen lined up together. Is this the cinema equivalent of fiddling while Rome burns?
In The Smurfs the mega-sized Sony corporation makes sure that its name and products are never very far from the centre of the screen, rendering the lumpy end product utterly charmless. In Real Steel the product placement is more like product bombardment. Nothing goes without a logo – from Hugh Jackman’s sunglasses to HP (or are they still known as Hewlett-Packard?) spending thousands of dollars to promote products they don’t even make anymore. Meanwhile, the spies in Spy Kids 4 all use Apple products – although for the most part they are pretending to be something other than computers and iPads.
Johnny English Reborn even goes so far as to make a joke out of its dependency on the rapidly declining corporate dollar – English’s beloved MI7 has changed it’s name to Toshiba MI7 while he was on an enforced sabbatical. Whether the presence of a sensuously photographed (and glowingly described) Rolls Royce will prompt the average audience member to trade in their fifteen-year-old Mazdas is neither here nor there. The fact remains that if you send your kids to the pictures this holidays they will be indoctrinated more than any generation before them.
But are the films any good? Actually, yes, a couple of them are OK. I’m a big fan of Robert Rodriguez and his ability to alternately churn out grown-up pulp like Machete and family-friendly fare like Shorts. His Troublemaker Studios in Austin knows how to make things look good (enough) on modest budgets and Rodriguez’ relentlessly inventive imagination keeps everything lively and fun. I thought Spy Kids 4 was endearing and it managed to deliver a good message along with the thrills and spills.