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.
Denne historien er fra April 17, 2023-utgaven av The New Yorker.
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Denne historien er fra April 17, 2023-utgaven av The New Yorker.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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YULE RULES
“Christmas Eve in Miller’s Point.”
COLLISION COURSE
In Devika Rege’ first novel, India enters a troubling new era.
NEW CHAPTER
Is the twentieth-century novel a genre unto itself?
STUCK ON YOU
Pain and pleasure at a tattoo convention.
HEAVY SNOW HAN KANG
Kyungha-ya. That was the entirety of Inseon’s message: my name.
REPRISE
Reckoning with Donald Trump's return to power.
WHAT'S YOUR PARENTING-FAILURE STYLE?
Whether you’re horrifying your teen with nauseating sex-ed analogies or watching TikToks while your toddler eats a bagel from the subway floor, face it: you’re flailing in the vast chasm of your child’s relentless needs.
COLOR INSTINCT
Jadé Fadojutimi, a British painter, sees the world through a prism.
THE FAMILY PLAN
The pro-life movement’ new playbook.
President for Sale - A survey of today's political ads.
On a mid-October Sunday not long ago sun high, wind cool-I was in Harrisburg, Pennsylvania, for a book festival, and I took a stroll. There were few people on the streets-like the population of a lot of capital cities, Harrisburg's swells on weekdays with lawyers and lobbyists and legislative staffers, and dwindles on the weekends. But, on the façades of small businesses and in the doorways of private homes, I could see evidence of political activity. Across from the sparkling Susquehanna River, there was a row of Democratic lawn signs: Malcolm Kenyatta for auditor general, Bob Casey for U.S. Senate, and, most important, in white letters atop a periwinkle not unlike that of the sky, Kamala Harris for President.
