Hollywood@Home: Branded


In the future, megacorporations will control your very thoughts.  They’ll make you want to purchase their products and you will be their customers, whether the product suits you or not.  This is the basic theme of “Branded.”  Not a bad idea for science fiction, but then no amount of marketing genius could make me watch this film a second time.

Misha (Ed Stoppard) is a young ad executive in Moscow.  He built his career on “branding” but he eventually discovers that fast food moguls used him to get people to start thinking that “fat” is the way to be.  Being overweight is normal.  And, it’s okay to crave giant hamburgers and other fattening foods.

Other characters are present in “Branded.”  Jeffrey Tambor plays the owner of Misha’s agency.  Leelee Sobieski is the love interest.  And, Max Von Sydow is the mastermind behind the marketing world’s uber plot to takes fast food sales to new heights.  But, this story that alternates between satire and seriousness belongs to Misha.  And, the results are just too pretentious to enjoy or understand.  When the creatures behind the mind manipulations appear, they are unintentionally funny and poorly animated.  We’re laughing for all the wrong reasons.

“Branded” is a confusing sci-fi thriller that takes itself much too seriously.  Grade: D-

Fast Facts:

Street Date: January 15, 2013

Formats: Blu-ray, DVD, Digital Download and On Demand

Runtime: 106 minutes

Rated: R

Released by Lionsgate Home Entertainment