Let’s be honest here. As a brand, the success of One Direction has been phenomenal. In One Direction: This is Us, super producer Simon Cowell boasts about how it took him all of ten minutes to come up with the band, jamming five also-ran teenage X-Factor contestants into an also-ran X-Factor boy band that became a global pop culture juggernaut. Morgan Spurlock’s One Direction: This is Us is really nothing but a propaganda piece, a giant feature-length 3D pat on the back where a manufactured pop sensation are compared – not once, but twice – to The Beatles.
And there’s really nothing wrong with that. After all, this was never going to be an insightful piece of cinematic journalism, prying behind closed doors at the forces propelling One Direction to fame and the careful and painstaking maintenance and protection of the brand name. Anybody expecting anything but a celebratory ninety-odd minutes of mutual appreciation was clearly expecting something quite different from what was promised.
As piece of pop culture brand management, One Direction: This is Us is actually quite well-constructed. Spurlock knows how to frame an interesting documentary, and has always been theatrical and stylish. Even the talking head shots in One Direction: This is Us are tastefully shot, against a dark highway at night, Simon Cowell’s sterile studio apartment or in a band member’s makeshift art studio. There are moments in One Direction: This is Us when it looks like some humanity might accidentally shine through, but the film is quick to stamp that out with gushing about the fans and patronising discussions about how unique and individual the band members are.
Filed under: Non-Review Reviews | Tagged: Beatles, Boy band, Harry, Keith Richards, Leicester Square, Michael Jackson, Morgan Spurlock, One Direction, Simon Cowell, Spurlock, Super Size Me, United States, x-factor | 6 Comments »