Product placement is over. It’s so lame. Why smuggle an item of merchandise into a movie, like contraband, and have people snicker at the subterfuge, when you can declare your product openly and lay it on the table? Why not make a film about the merch? That was the case with “Steve Jobs” (2015), which unfolded the creation myth of Apple; with “The Founder” (2016), which did the same for McDonald’s; with “Tetris,” now on Apple TV+; with the upcoming “BlackBerry,” which is not, alas, about the harvesting of soft fruits; and with “Joy” (2015), which gave us our first chance—pray God it not be our last— to watch Jennifer Lawrence trying her hardest to sell mops.
The latest example of a ready-branded film is “Air,” the product on this occasion being the Air Jordan. The movie is written by Alex Convery and directed by Ben Affleck, who also appears onscreen as Phil Knight, the co-founder and C.E.O. of Nike. The company, of course, was named for a Greek goddess, which may explain why Affleck is decked out with a beard and a hair style that fell out of fashion in 438 B.C. He also gets to drive a purple Porsche and to wear pink running pants, perilously loose around the crotch. Any looser and he’d risk an NC-17 rating. Whether or not Affleck is atoning for the shame of playing Batman, in the DC franchise, it ’s pretty sporting of him, in his own film, to set himself up as a comprehensive jerk.
Diese Geschichte stammt aus der April 17, 2023-Ausgabe von The New Yorker.
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Diese Geschichte stammt aus der April 17, 2023-Ausgabe von The New Yorker.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
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QUARTET ISLAND
Mendelssohn on Mull celebrates chamber music away from urban pressures.
FIX YOU
The self-help positivity of Coldplay.
ILLUMINATIONS
Suzanne Jackson captures the transformative power of light.
RAT PACK
The classic rodent studies that foretold a nightmarish human future.
ROYAL TREATMENT
The unrivalled omnipresence of Queen Elizabeth IL.
WELL, WELL, WELL
Eating—and not-in the epicenter of hype diets.
NEWARK STATE OF MIND
Mayor Ras Baraka's reasonable radicalism.
DOOM SCROLLING
Social media and the teen-suicide crisis.
THE WORKER REVOLT
Harris and Walz try to stop blue-collar Americans from drifting to Trump.
THE CHIT-CHATBOT
Is talking with a machine a conversation?