The Joneses (2009)
★★★ / ★★★★
The Joneses (David Duchovny, Demi Moore, Ben Hollingsworth, Amber Heard) moved into a wealthy neighborhood and quickly integrated in their community. But the Joneses, unlike their name, was no ordinary family. To be honest, I instantly felt like there was something very wrong about them from the first scene when we spent a bit of time with the family in their fancy car. The Joneses seemed like they had it all: the big house, the expensive cars, the hi-tech gadgets, and the designer clothes. Everyone was in awe of them and everyone wanted to have what the Joneses had. I enjoyed how this film was able to construct an argument regarding how materialism was able to drive the American culture forward but at the same time it served as a catalyst toward bankruptcy. I also liked that it touched upon the difference between selling “stuff” and selling an attitude. There’s a subtle difference and sometimes it’s difficult to discern between the two. The fashion industry mastered the difference between the two and that’s why it’s a successful business. Furthermore, writer-director Derrick Borte looked beyond the satire and actually worked on the film’s heart by allowing the head of the household to develop a conscience. There was no doubt that he saw the errors of his ways but it was nice to see his struggle between what made him happy and the right thing to do. Duchovny did a great job in allowing me to understand his character but at the same time not pitying him. “The Joneses” succeeded in getting their audiences to become active participants in its little experiment. Since it had laser-focus in exploring our consumer culture, I thought about myself and my role in advertising certain products. In fact, I’m doing it right now as I recommend this movie. That self-awareness worked in the picture’s advantage. I had fun watching it because I was able to relate it in real life. We all know some jealous neighbors or relatives or even friends who can’t help but give us angry looks (but with a smile) when we have something new. And the next time we see the sour apples, they ended up buying that new thing they saw that we had last week. However, I wish the film could have been a little darker to go along with its edge. Toward the end, it became too sweet. I understood why Borte thought it was necessary to lighten things up because some of the miserable characters needed some sort of light at the end of the tunnel, but the way he executed the ending touched upon the typical romantic comedy territory. Some of the film’s power was lost and instead of ending with a roar, it ended with a squeal. Neverthless, “The Joneses” is worth seeing because it was rich in creativity and irony.