“The Joneses” answers the question of why the grass is always greener on the other side: Because it’s specifically marketed to be that way!
David Duchovny and Demi Moore star as “married” couple Steve and Kate Jones, who move into an affluent neighborhood with their two perfect teenage kids. Everything about their family is enviable; they have the right clothes, cars, gadgets, electronics, sporting equipment, etc. And they gladly share all their swell stuff with their new neighbors, making the Joneses the toast of the town and the one family that all the other families aspire to be like.
Too bad it’s all fake. Steve and Kate aren’t married, and their kids aren’t theirs. They’re all employees of a gonzo marketing corporation who finds the best way to sell expensive non-necessities to the upper middle class is to make them envy what someone else has. There are several Jones families who move from neighborhood to neighborhood — and rotate family members — all in the name of creating “I gotta have it” fever.
“The Joneses” looks like it could be a both hilarious and biting satire about product commercialization and rampant American consumerism, which is why I’m a little disappointed that a romantic comedy element is thrown in. During their time playing the perfect family, Steve develops real feelings for Kate, while she is all about the job. So Steve sets out to woo Kate, and some wackiness ensues. Which is all well and good, but let’s hear some more about those golf clubs.
Also starring Gary Cole, Glenne Headly and Lauren Hutton, “The Joneses” invite you to keep up on April 16.
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