It’s an easy trap to fall into. You believe a much-loved actor couldn’t possibly lead you so astray. You are determined to give him every chance to proof your instincts wrong. You turn off at 15 minutes, then you feel you’ve done him an injustice, after all he is a major figure making his directorial debut, shouldn’t you cut him more slack? You switch off again at 35 minutes and are hit by the same guilty feelings. So you stick it out till the end and what do you get? One decent sequence with JFK of all people berating our nincompoops for asking for a favor when in one of his most famous speeches he had pointedly said, “Ask not.”
Indulgence gone mad. Or, just another day in the wacky world of Netflix. Honestly, who in their right mind would greenlight the directorial debut of a television comic who has never made a movie, clearly doesn’t understand what makes a movie, and that a 90-minute picture needs a completely different approach to a 25-minute television episode, and as obviously couldn’t care less?
There’s enough to satirize in the world of business instead of some dumb satire about the creation of a cereal that defies convention. If it was such a massive success story why did it take so long so cross the Atlantic, a couple of decades as far as I’m aware. But then, over here, we were still struggling just to work out why we needed to buy a toaster when you could just toast bread under a grill.
Clearly, the director-star Jerry Seinfeld, who’s always been enamored of his own material, was bored with being so wealthy that he decided he would inflict his latest joke on a disinterested public. I own up to having been a big fan of the Seinfeld schtick of a show about nothing and perhaps that’s where he’s gone wrong here. Because this is about something. At the very least rivalry between two cereal giants.
But these two apparently great companies are run by people who don’t notice that the cleaner sticking his mop in your face has a camera attached to it and the guy appearing at an inappropriate time in your business strategy meeting has (wait for it) a camera attached to his vacuum.
Sure, Seinfeld has rounded up a bunch of his pals and you can spot the likes of Amy Schumer, Melissa McCarthy, Christian Slater and Jon Hamm. It says a lot for their acting intelligence that they all thought this was a humdinger. I did like Hugh Grant playing Tony the Tiger since he’s grown a lot better at making a fool of himself.
The bizarre aspect of the whole enterprise is that there’s certainly a truth here. Any new product can have significant effect on other players in the market. Here, it was milk and sugar. A breakfast item that does not require milk is going to damage sales of milk, forever associated with breakfast and as one of the characters so crassly puts it the first thing everyone ever drinks (birth is the clue in case you need that spelled out). Sugar is coyly referred to as the “white powder,” making a connection with that other well-known epidemic, and only in passing ruminating on the damage sugar has done to teeth, without making the obvious link between why milk, which is so good for you, is associated with sugar, which is so bad,
In the middle of it Seinfeld prances around like an inane cat, the same dry delivery that worked in in his series painfully not working here. Everyone else looks as though they are having such fun, like this is a pantomime and everyone can just, well jolly gee, over-act to their heart’s content.
This kind of picture is by now par for the course for Netflix. Hollywood had a name for this kind of movie. Vanity project. Usually, it was the price to pay for being contractually saddled with a star so big. Or, having been saddled with such a disaster, you could extract payment in the form of them making a film they had previously balked at. Sometimes, you end up doing both of you an enormous favor, The Sixth Sense, a colossal hit, the price Bruce Willis paid for his vanity project. Who says vanity doesn’t pay?
The galling part is that the fact that I’ve stuck through it will be notched up as a success by Netflix, added to the millions of other watched minutes by which the company determines a hit, rather than having some way of measuring how many switched off a sixth of the way through like I should have done.
I don’t even know why I’m giving it two stars. In terms of laffs, it’s got as many as Orgy of the Dead, my all-time stinker.
Avoid.