A film about food that disgusts with the same intent as the documentaries Food Inc. and Super Size Me, this barely broaches the true nature of the industry that feeds billions but lies with the same intent as any movie villain. Though the film is intricately varied, relating several different paths into one contingent
storyline, it rarely reveals its message or intent, instead just going for pure shock value. Yes, the tales of illegal immigrants being exploited all for the sake of a livelihood is awful, execs ignoring key health code violations is deplorable, and the lack of regulation in this powerhouse of an industry is both socially bereft of empathy and sadistic, but what exactly do you want us to take away except a deep level of personal loathing? Sure, activism is a surefire answer, even the more pacifist views expressed as well as references to Green Peace and that of action, but there is no clear indication that the film wants anyone to take this into account. We are instead subjugated to our sterling cast, made up of cameos including Bruce Willis, Avril Lavigne, and Ethan Hawke, popping in just to lend star appeal before fading out again so we can get back to the plant, where atrocities happen one after another like unwanted fireworks. It might have been more powerful if the corporation was under threat at one point, but much of this just panders to our inherent sensibilities and gag reflexes. The scenes of putting down cows was especially catered to end on some sick low note, and though certainly good enough for a film competing with real world documentaries, there is no buildup for it to happen at all. Powerful for all the wrong reasons, I can safely say that this film makes me want to stay far from fast food.
July 29, 2010
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