I was grinning through the first half, quite confused through the second and at the end I felt several ways. Besides a few specific scenes and maybe some details that I didn't enjoy I really enjoyed the whole movie including the characters and the story. I think it deserves more credit then it got.
Shiloh Frenandez plays Scat, a guy with dreams but lacking the killer instinct, that is supplied by 6, a platinum blonde who lives for marketing, well-played by Amber Heard - together they look to make a new soft drink and get involved in the ludicrously lucrative world of inter-office politics and global marketing.
This is good solid satire that just about has enough self-knowing irony to cock a snoot at what it's meant to be doing - and we, as the audience are gullible to be fooled and wise enough to know the fun is being fooled.
All in all this is a well-made and well-packaged film that doesn't quite get to the heart of the novel - but it's fun and funny and appeals to the post-hipster too cool for school in all of us.
[PARAGRAPH INDENT]Syrup was his first novel, and it's the first one he's managed to finally get to the big screen. Or, at least, a screen. It had a select cities release. Very unadvertised, despite the fact that it's a satire of marketing.
[PARAGRAPH INDENT]The book was hilarious. Superbly written. Over the top. Satirical. Loveable. The movie... I not sure what they were thinking with it.
[PARAGRAPH INDENT]There's a lot in the movie plucked straight from the book (6's lesbianism, the strip club scene...) yet it's under-explained that I think the average viewer might have no idea why any of this stuff is happening. But if it's meant at complimentary material for fans who've already read the book, they've failed in that regard.
[PARAGRAPH INDENT]I'm not a purist. I understand that certain changes must be made in an adaptation. If you're going to do away with the Hasbro-style movie storyline, okay; there's no need to do it in LA. New York works fine. Couldn't get Coca-Cola to sign on for the product placement? I understand; you change the name to Addy. Change @ to 3 and give Brittany Snow all of about ninety seconds of screen time? Fine.
[PARAGRAPH INDENT]But what was with the ending? Barry's ending, to be sure, was corny and rather happily-ever-after-esque, but he didn't get preachy and nihilistic about it. He didn't lay the burden on 6 as if capitalism is her fault.
[PARAGRAPH INDENT]And can we talk for a second about the inability to adapt satire. A staged funeral where the entire marketing team of the product that killed the deceased is present is a big bundle of whatthefuckery. If it's a pre-taped news interview, why would Zeph-co (or the news station, for that matter), allow this anti-marketing tirade and personal growth monologue to make it out the sound studio?
[PARAGRAPH INDENT]I'm sorry, Max Barry. I love your books, but this film was not a good one. Yes, Amber Heard can act, and the soliloquies worked, and even the voiceover, but there was too little expounded, too little respect for the source material, and it overall was not that enjoyable to watch. I hope your next one is better. I'm giving this three stars just for the success of the book.
[PARAGRAPH INDENT](But, Mr. Barry, you certainly chose the perfect cameo for yourself. All you have to do is stand there next to Amber Heard in her underwear, a scene which probably took a day and half to film. Kudos, sir.)
Its all about image and that's the whole point of this film. It teaches us a lesson that you can build yourself to whoever you want others to see you at but really you are not being your authentic self cause you are selling a persona not who you are.
You do not need a new name or a new dress top etc.. you just gotta be yourself and your true supporters will surround you.
This movie is a little flat and deals with advertising and has some crude language that is very adult and this movie really aint for the kiddies.
It can be a good movie for advertising or business study students.
For me its a one off movie and then see you buy buy.
The actors played well but really nothing to go home and be amazed about.