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''The Joneses'' is a 2009 American
comedy-drama Comedy drama (also known by the portmanteau dramedy) is a hybrid genre of works that combine elements of comedy and Drama (film and television), drama. In film, as well as scripted television series, serious dramatic subjects (such as death, il ...
film written and directed by Derrick Borte, in his
directorial debut This is a list of film directorial debuts in chronological order. The films and dates referred to are a director's first commercial cinematic release. Many filmmakers have directed works which were not commercially released, for example early work ...
. It stars
Demi Moore Demi Gene Moore ( ; née Guynes; born November 11, 1962) is an American actress. After rising to prominence in the early 1980s, she became the world's highest-paid actress by 1995. List of awards and nominations received by Demi Moore, Her acc ...
,
David Duchovny David William Duchovny ( ; born ) is an American actor, writer, and musician. He received his breakthrough with the role of Fox Mulder in The X-Files franchise, earning Golden Globe Award as well as nominations for two Primetime Emmy Awards a ...
, Amber Heard, and Ben Hollingsworth. It premiered at the
2009 Toronto International Film Festival The 34th annual Toronto International Film Festival (TIFF) was held in Toronto, Ontario, Canada between September 10 and September 19, 2009. The opening night gala presented the Charles Darwin biography '' Creation''. ''The Young Victoria'', based ...
on September 13, 2009.
Roadside Attractions Roadside Attractions, LLC is an American independent production company and film distributor based in Los Angeles, California, founded on July 27, 2000, by Howard Cohen and Eric d'Arbeloff. Lionsgate Films Lionsgate Films (spelled as Lions ...
later purchased the United States theatrical distribution rights. It had a
limited release __FORCETOC__ Limited theatrical release is a film distribution strategy of releasing a new film in a few cinemas across a country, typically art house theaters in major metropolitan markets. Since 1994, a limited theatrical release in the Unite ...
on April 16, 2010 and was released on DVD & Blu-ray On August 10, 2010. It received a theatrical release in
Mexico Mexico, officially the United Mexican States, is a country in North America. It is the northernmost country in Latin America, and borders the United States to the north, and Guatemala and Belize to the southeast; while having maritime boundar ...
on August 20, 2010.


Plot

Kate, Steve, Mick, and Jenn Jones move into an upscale suburb under the guise of being a typical family relocating because of the changing nature of Kate's and Steve's careers. In reality, Kate is the leader of a team of stealth marketers, professional salespeople who disguise
product placement Product placement, also known as embedded marketing, is a marketing technique where references to specific brands or products are incorporated into another work, such as a film or television program, with specific promotional intent. Much of t ...
as a daily routine. Their clothing, accessories, furniture, and even food are carefully planned and stocked by various companies to create visibility in a desirable consumer market. While Kate's team is highly effective, Steve is new to the team, Jenn is a closet nymphomaniac with a penchant for hitting on her fake fathers, and a 30-day review is fast approaching. The team quickly ingrains itself into the community, slowly shifting from displaying products to recommending them. Soon, local stores and businesses are stocking products based on the Joneses' trend-setting styles. However, at the end of the 30-day review, Steve discovers that he has the lowest sales numbers of the team Kate's job is endangered unless he can get his numbers up before the next review in 60 days. Eventually, Steve begins to find a sales tactic that works by playing on the fears of his neighbors and sympathizing with their dull, repetitive, unfulfilled careers. As someone frustrated with his job and disconnected from his fake "family", he turns to their products to keep himself entertained. When Steve recognizes this same pattern in their neighbors, his sales begin to steadily increase. He starts pitching products as the solution for suburban boredom and generating product "buzz" through unwitting ropers. The team's dynamics become more complicated when Kate applies herself to the technique as well. Realizing that they can boost sales by perfecting their fake family dynamic to sell the image of a lifestyle, the lines between acting and reality start to break down. Things also get more complicated when Mick finds himself growing closer to an unpopular girl at the high school, Naomi, in whom he can confide. Jenn's flirtation with Alex Bayner, one of the men in the neighborhood, raises the suspicions of the neighbors. The team's cover is almost blown several times. Once when an old acquaintance of Steve's recognizes him at a restaurant, again when Jenn's indiscretions nearly expose her real age, and after a party where Mick markets alcohol to minors. Eventually, each member of the team finds that the constant pretense slowly erodes their desires. Jenn's dreams of running away with a rich, older man come to a close when she realizes that she is being used by Alex. Mick has a crisis of conscience when Naomi gets into a car accident after drinking too much of a
wine cooler A wine cooler is an alcoholic drink, alcoholic beverage made from wine and fruit juice, often in combination with a carbonated beverage and sugar. History Wine coolers were first marketed in California in 1976, with the introduction of Californ ...
they were marketing to teens. Worse, when he makes a pass at Naomi's brother, he gets a black eye in return. After amassing nearly record-breaking numbers, Steve is offered the chance to join an "icon" unit alone. He refuses, knowing that this is Kate's dream and because he believes that the "family" can do it together. When Steve's closest friend in the community, Larry, reveals that he's going to lose his house because he's overextended his credit, Steve tries again to see if Kate wants something more than a pretend marriage. She rebuffs him, and the next day Steve discovers to his horror that Larry has committed suicide over the debts. Grief-stricken, Steve confesses to the community about the real nature of his job. With their covers blown, the rest of the Joneses leave quickly and are reassigned to a new home. Steve refuses the offer to join an icon cell and tracks the family down to their new location. There, he reunites with Kate and tries one last time to convince her to leave. Though hesitant, she follows him out of town and agrees to meet his family in
Arizona Arizona is a U.S. state, state in the Southwestern United States, Southwestern region of the United States, sharing the Four Corners region of the western United States with Colorado, New Mexico, and Utah. It also borders Nevada to the nort ...
.


Cast

*
David Duchovny David William Duchovny ( ; born ) is an American actor, writer, and musician. He received his breakthrough with the role of Fox Mulder in The X-Files franchise, earning Golden Globe Award as well as nominations for two Primetime Emmy Awards a ...
as Steve Jones/Steve Cerilla *
Demi Moore Demi Gene Moore ( ; née Guynes; born November 11, 1962) is an American actress. After rising to prominence in the early 1980s, she became the world's highest-paid actress by 1995. List of awards and nominations received by Demi Moore, Her acc ...
as Kate Jones * Amber Heard as Jenn Jones * Ben Hollingsworth as Mick Jones *
Gary Cole Gary Michael Cole (born September 20, 1956) is an American actor. He began his professional acting career on stage at Chicago's Steppenwolf Theatre Company in 1985. His breakout role was playing Jack 'Nighthawk' Killian in the NBC series '' M ...
as Larry Symonds * Glenne Headly as Summer Symonds *
Lauren Hutton Lauren Hutton (born Mary Laurence Hutton; November 17, 1943) is an American model and actress. Born and raised in the southern United States, Hutton relocated to New York City in her early adulthood to begin a modeling career. Though she was ini ...
as KC (the Joneses' boss) * Chris Williams as Billy (salon owner) * Christine Evangelista as Naomi Madsen * Jayson Warner Smith as Maitre d' * Robert Pralgo as Alex Bayner * Tiffany Morgan as Melanie Bayner *
Wilbur Fitzgerald Wilbur Fitzgerald is an American film and television actor. He is perhaps best known for playing district attorney Gerard Darnelle in the American crime drama television series '' In the Heat of the Night''. Fitzgerald appeared in numerous tele ...
as Golfer


Production

Production began in Oct 2008, in
Alpharetta, Georgia Alpharetta is a city in northern Fulton County, Georgia, United States, and part of the Atlanta metropolitan area. As of the 2020 U.S. census, Alpharetta's population was 65,818; in 2010, the population had been 57,551. History In the 1830s, ...
. Duchovny stated that he and Moore each had a mansion to themselves during filming. "It was a planned neighbourhood of McMansions, built during the boom times and nowadays it's about half-filled. So we just moved into a few of these amazingly huge houses," said Duchovny.


Reception

On
Rotten Tomatoes Rotten Tomatoes is an American review aggregator, review-aggregation website for film and television. The company was launched in August 1998 by three undergraduate students at the University of California, Berkeley: Senh Duong, Patrick Y. Lee ...
the film has an approval rating of 62% based on 131 reviews, with an average rating of 6.2/10. The critical consensus states: "It doesn't pursue its subversive premise as far as it should, but ''The Joneses'' benefits from its timely satire of consumer culture as well as a pair of strong performances from David Duchovny and Demi Moore." On
Metacritic Metacritic is an American website that aggregates reviews of films, television shows, music albums, video games, and formerly books. For each product, the scores from each review are averaged (a weighted average). Metacritic was created ...
the film has a score of 55% based on reviews from 30 critics, indicating "mixed or average reviews".


See also

*
Keeping up with the Joneses "Keeping up with the Joneses" is an idiom in many parts of the English-speaking world referring to the comparison of oneself to one's neighbor, where the neighbor serves as a benchmark for social class or the accumulation of material goods. Fail ...


References


External links

* * {{DEFAULTSORT:Joneses, The 2009 comedy-drama films 2009 films Films shot in Georgia (U.S. state) 2000s English-language films Roadside Attractions films 2009 directorial debut films American comedy-drama films 2000s American films English-language comedy-drama films Films directed by Derrick Borte