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September 16, 2001
Josie and the Pussycats 
I saw this in the theaters a week after it opened. I went with my cousin to a 9pm showing on a
Friday night around 30th st. on the East side in NYC. We were pretty sure school was in session, so we got there a little early.
We were also pretty sure
that this was a dumb teen movie extravaganza, and were anxious to see Varsity Blues II with Rachel Leigh Cook and Tara Reid.
Boy, were we
wrong.
Never before had I been the only person in a theater.
And never before had I seen such an original and clever
script.
Josie and the Pussycats is not about Josie and the Pussycats -- or at least the Josie and the Pussycats of Archie Comics fame, and the
ultra-stylized pop-culture event-movie its trailers and ads promoted. It could be about them -- or better phrased, it could have been about them, but its not. Its not
even about a band, as the characters and concepts one would expect to be the primary focus are sidelined, rather overtly, by a scathing commentary on popculture,
marketing, and media product placement.
A fey 'boy-band' sings about 'Backdoor Lovers' before taking off on a chain-drugstore sponsored airliner,
making careful attention to promote soft drinks and clothing lines.
A power-hungry record company executive inserts consumption oriented subliminal
messages into the nation's music - prompting teenagers to buy 'red' items one day and 'orange -- its the new red' items the next.
Not a single
piece of the set is free from commercial labels or trademarks, nor are the actors. The commentary on consumerism and marketing is constantly running and everpresent --
making you wonder how and why did the studio release this?
Being not only subjected to an endless barrage of cultural theory, but essentially hit over the
head with it (as it is as inescapable as it is undeniable) has had no effect. Its not that teenagers and consumers 'just didn't get it' -- it was spelled out loud
and clear -- they just don't care.
Rating: 3/3
AMZN: B00005MEVO
Posted by Jonathan at September 16, 2001 3:39 AM
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