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I'll admit upfront I'm not the ideal viewer for this movie--I'm not especially interested in luxury items, glamor for its own sake, or lifestyles-of-the-rich type stuff. To me all that is inherently frivolous, and kinda boring. I'm not the kind of person who cares who wore what on the red carpet, or how much it cost. But I didn't know much about Tiffany's beyond of course the name recognition, so I figured this would have some informative value.
Big mistake. I don't think I've ever seen a movie before--you know, a feature-length film billed as entertainment and/or education, not as a promotional tool--that was so blatantly a commercial for its subject "brand." Seriously. It was one big plug for Tiffany's, and nothing more. If this film were included in Tiffany's gift bags, or given away free to people who made over a $500 purchase or something, I'd think it was impressively elaborate marketing. But charging moviegoers actual admission to see it? Last I knew, commercials were the price you paid for actual entertainment--they didn't pretend to BE the entertainment, and expect you to pay for them.
I could go on, but suffice it to say, if you get excited thinking about the prospect of seeing socialites gush about how nice it was that they got BOTH the diamond-encrusted new Tiffany baubles they wanted for their birthday this year, you will be in hog heaven. Really, we're expected to be delighted by such stuff: By stylists talking about how special such-and-such B- list starlet's "look" is (as if they'd say anything else, in public at least); by straight faced discussion of how important product placement at the Oscars is; by everyone talking about the intolerable excitement of getting each new annual Tiffany's "blue book" (i.e. catalog); by how Tiffany's own trademark shade of light blue is "the most successful color in the history of marketing;" etc. etc.
Fun and interesting movies CAN be made about companies and products that have made a significant impact on our culture. But this one is just a glorified ad for Tiffany's. If you actually think it would be cool for a luxury brand to "star" in its own film, then by all means, enjoy. Needless to say, "Crazy" is very slickly done--naturally Tiffany's wouldn't throw together a cheap-looking promo. But that only underlined the sleaze factor for me of a promotional tool passing itself off as an unbiased (if "fully authorized") "documentary." I felt like I should have been paid to see it, not the other way around.
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