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.
This story is from the April 17, 2023 edition of The New Yorker.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the April 17, 2023 edition of The New Yorker.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
NO WAY BACK
The resurgence, in the past decade, of Paul Schrader as one of the most accomplished and acclaimed contemporary movie directors is part of a bigger trend: the self-reinvention of Hollywood auteurs as independent filmmakers.
PRIMORDIAL SORROW
\"All Life Long,\" the title of the most recent album by the composer and organist Kali Malone, is taken from a poem by the British Symbolist author Arthur Symons: \"The heart shall be weary and wonder and cry like the sea,/ All life long crying without avail,/As the water all night long is crying to me.\"
CHOPPED AND STEWED
The other day, at a Nigerian restaurant called Safari, in Houston, Texas, I peeled back the plastic wrap on a ball of fufu, a staple across West Africa.
TOUCH WOOD
What do people do all day? My daughter loves to read Richard Scarry's book of that title, though she generally skips ahead to the hospital pages.
HELLO, HEARTBREAK
Heartbreak cures are as old as time, or at least as old as the Common Era.
ENEMY OF THE STATE
Javier Milei's plan to remake Argentina begins with waging war on the government.
THE CHOOSING ONES
The saga of my Jewish conversion began twenty-five years ago, when I got engaged to my first husband.
OBSCURE FAMILIAL RELATIONS, EXPLAINED FOR THE HOLIDAYS
Children who share only one parent are half siblings. Children who have been bisected via a tragic logging accident are also half siblings, but in a different way.
NOTE TO SELVES
The Sonoran Desert, which covers much of the southwestern United States, is a vast expanse of arid earth where cartoonish entities-roadrunners, tumbleweeds, telephone-pole-tall succulents make occasional appearances.
BADDIE ISSUES
\"Wicked\" and \"Gladiator II.\"
