This movie is best seen with an open mind and no expectations. I watched it solely based on the poster for it, not knowing anything about it. In fact the movie might be better understood if you consider its alternative title "the Mad Cow"- which makes it clear that this movie is about the principles behind advertising.
If you come to see a sci-fi film or the such, this is definitely not it. Instead it is a film about the conscience and journey of a marketing genius and the world he and those he work for create. It is set in a not so distant future in Russia- where fast food have decided to implement a strategy to drive market sales by redefining beauty. But as in real life the matter of swaying public opinion is a complex one- and the main character finds himself as being used as a pawn in just this strategy. But it doesn't end there. He has a sort of spiritual awakening which leads him to fight marketing from within.
The tone for the special effects is set in the opening sequence of the stars coming to life and him being struck by lightning in the street. These elements of the fantastic start to play a stronger role in the second half of the film after Misha the main characters spiritual awakening allow him to see the brands and the way they affect people as creatures and shapes. In this way it reminded me a lot of Pan's Labyrinth where the inner workings of war are reflected in the fantastical situations and creatures.
I can't say that the acting was bad- I found it quite engrossing! The plot holes that were mentioned beforehand i didn't perceive as such- nor the seemingly coincidental events that unfold- in fact to me that felt like a subplot where most of the film i thought that the main female character was actually part of a devious marketing plan...that in itself is very clever. To me that was an effective device of illustrating a point rather than telling it- instead of being told "marketing creates suspicion" it actually created suspicion in me, the viewer. Point made. Bravo.
In short: a visually stunning allegory and insight into the madness of advertising. Enjoy!
If you come to see a sci-fi film or the such, this is definitely not it. Instead it is a film about the conscience and journey of a marketing genius and the world he and those he work for create. It is set in a not so distant future in Russia- where fast food have decided to implement a strategy to drive market sales by redefining beauty. But as in real life the matter of swaying public opinion is a complex one- and the main character finds himself as being used as a pawn in just this strategy. But it doesn't end there. He has a sort of spiritual awakening which leads him to fight marketing from within.
The tone for the special effects is set in the opening sequence of the stars coming to life and him being struck by lightning in the street. These elements of the fantastic start to play a stronger role in the second half of the film after Misha the main characters spiritual awakening allow him to see the brands and the way they affect people as creatures and shapes. In this way it reminded me a lot of Pan's Labyrinth where the inner workings of war are reflected in the fantastical situations and creatures.
I can't say that the acting was bad- I found it quite engrossing! The plot holes that were mentioned beforehand i didn't perceive as such- nor the seemingly coincidental events that unfold- in fact to me that felt like a subplot where most of the film i thought that the main female character was actually part of a devious marketing plan...that in itself is very clever. To me that was an effective device of illustrating a point rather than telling it- instead of being told "marketing creates suspicion" it actually created suspicion in me, the viewer. Point made. Bravo.
In short: a visually stunning allegory and insight into the madness of advertising. Enjoy!