Review of The Joneses (2010) by Noah C — 15 Aug 2010

Not a terrible film, just a little pointless as it seems to want to be a satire on consumer culture but then really doesn't sink it's teeth in at any point and ends up going down a rather limp romantic avenue and then just ends with a damp fizzle instead of giving us something to really think about. The lifestyle is so far beyond anything I could remotely lust after, fast cars, gated communities, rum punch and frozen sushi dinner parties thrown to advertise Avon style cosmetics...ugh, not something I would ever aspire to so a bit of a miss from the off. David Duchovny is Steve the newbie in 'The Cell' of the family Jones, a subversively designed family unit, placed in a rich community to try and subtly sell lifestyle goods to the unwitting Bobs and Betties living nearby.

Being a bit of a maverick, (although if he's so principled you wonder how he sleazed his way into the situation to start with) Steve finds the pushy sales life gets in the way of his schmoozing Demi Moore, his fake kids are screw ups and he really just wants to fill that hollow family shaped hole in his life. The odious lifestyle of golfing, eating out and holding the brand name to camera eventually wear him down, and when his actions lead to company kudos but hurt his 'friends' he decides to man up and confess.

The problem is nobody seems particularly pissed to have been led on this way and at no point are these shallow folk forced to evaluate what they're really living for and whether these things and money is important or making them happy. A bit of a missed opportunity all round really. Maybe with a hint more Swimming with Sharks this could have actually had bite and made a point. Not terrible, just a bit disappointing and definitely not the cosy rom-com that's being advertised!