“Beer Wars” Review

Where do you stand in this David and Goliath battle of the beer world?

“Beer Wars” is an independent film released in 2009 by first time filmmaker, Anat Baron, who ironically is allergic to alcohol. However, that allergy did not stop her from successfully running Mike’s Hard Lemonade, a beer company founded in 1999 by Anthony von Mandl. Baron boasts that her motivation to work in the beer industry was not about drinking the beer itself. It was about taking on the big corporations that want to demolish the little brewers. As she says, “It is about much more than beer. At stake is the American Dream.” The big picture focus of this film is to raise awareness of the power that big corporations have in this country. From mass marketing, lobbying power in congress, payoffs/incentives to distributors/retailers to selfishly crushing the small start up companies that pose as miniscule threats to their massive company profits. It’s all part of the corporate game in America and other countries for that matter. This film exposes the ins and outs of the beer industry in America and pinpoints specific marketing strategies used by the top beer companies such as Anheuser Busch, Coors and Miller to forcefully push their products into every store and home in America and to push out craft brewers. This film evokes a lot of emotion, especially anger and resentment, for the consumer as you start to realize just how much power these major beer players have over your daily choices. After watching this film, you will most likely pause and think before you place your next order in your local bar or before you buy your next 6 pack at your local grocery store.

The film reveals that the top 3 beer companies in this country as of 2009 were Anheuser Busch, Coors and Miller. Those 3 companies made up a staggering 78% of the US beer market. Baron points out how alike these beers look, smell and taste. She stages a blind tasting for beer drinkers to see if they can easily pick out their favorites. Not one person shown in the film accurately picked the beer that they stated that they drank most frequently. Each participant in the blind tasting seemed surprised how similarly the beers tasted. The film also stated that 85% of beer in this country is classified as a light lager. Those lagers are mild and by many standards would be considered weak and plain, lacking any distinctive flavor. One beer connoisseur went so far as to say that most Americans had never really tasted true beer yet, as those light lagers were not a true representation of real beer. The top three beer companies spent a staggering $1.5 billion marketing to sell those light beers to Americans. That is a massive amount of money considering that their products are so similar to each other that no one could tell them apart in blind tastings. It makes you wonder what really drives the consumer’s choice. Why would you choose one light beer over the other if taste is so similar? One beer drinker stated that it was out of habit. Humans tend to stick to what they know and what is familiar.

Every psychologist knows how much social psychology is involved in marketing and advertising. Most of us have taken a course in social psyc and studied the old bait and switch tactics, good cop versus bad cop, and the old car dealership trick where they leave the room “talk” to their boss into lowering the price when they are actually going out to get a cup of coffee then come back and pretend the boss said it was a no go. We have all fallen prey to many of these tactics in our life. But they are easy to see through once you study the many methods of persuasion they rely on. Just watch an episode of Mad Men and you can see just how manipulative the ad game can be. Most of these companies don’t have the consumer’s best interest in mind. It’s all about the money. Often times advertising is not about focusing on the actual merits of the product or service, but instead is focused on what they believe would win the consumer over or win their trust. Unfortunately, these corporations don’t let the product speak for itself. Instead, they may gloss over the actual details of their newest product and focus on selling an idea of what they think the American dream is as they link their product with pictures of sports cars, mansions, and most often scantily clad men or women. How many times have you watched a commercial and been confused as to what the commercial was about and then realized that they never showed a specific product? They may flash the company name once or twice as models bounce around your tv set, but did you really learn anything about what they are selling or what you should expect from their product?

I think that many viewers will be shocked when the film uncovers the specifics of beer wars including how the big corporations monopolize the market and shelf space in stores; the 37,000 beer laws that exist on the books in most US states; and brand recognition which is of course bought with the millions and millions of dollars that these big beer companies have at their disposal and not from respect gained by the effectiveness or quality of the product. Have you ever noticed which beers are displayed at eye level in your neighborhood stores? Beer companies fight over the prime space in the major grocery stores, liquor stores and convenient stores.

Essentially the big guys control the shelf space; therefore, they are silently manipulating your choices from the get go. Budweiser may take up 3 or 4 full shelves in the middle of the display at eye level while Dogfish Head or New Belgium has only enough space for a few 6 packs on the bottom right of the cooler display, which could very likely go unnoticed especially if you are in a hurry and don’t have time to peruse the entire cooler. Think about how many beer commercials you see a day – how many of those are from the big 3 beer companies (Budweiser, Coors or Miller)? As Sam Calagione, the owner of Dogfish Head, bluntly puts it, “Don’t listen to the stupid ads on the television. The ads don’t know what you like, you know what you like.” This is so true. They may think they understand you and know what you like, but that is not necessarily true. Do you even really know what you like? Have you truthfully given yourself the chance to try a large sampling of all the beers that exist on the market? You won’t know what you really like until you try something different and can compare each of those beers to each other. Only then can you start to explore the complex flavors that some of these craft beers offer.

There is so much diversity in beer these days. It can be quite exciting to sample new beers because you never know when you are going to come across a completely new style of beer that rocks your world. The mass produced beer companies are banking on the fact that people are very habitual creatures who stick to daily routines without much variation or experimentation. It’s as if they are encouraging their customers to not evolve and to not step out of their comfort zone. While most humans do find comfort in familiarity and are resistant to change, humans are not robots! Humans need variety to keep things interesting and to spice up their life. That is the main reason that craft brewers are challenging themselves to come up with new and exciting flavors and styles on a daily basis. Believe me it’s not for the money! Dogfish Head (shown below) only makes up 0.0002% of the market share for beer. The owner revealed that he is 9 million dollars in debt and is constantly taking risks with his family’s savings and had to put up their family home as collateral on a bank loan just so he can follow his dream. And his small brewery is one of the success stories. They do it because they love making good beer and it’s their life’s passion. Essentially, they believe in what they do.

These days companies have gone beyond commercial ads, and they are sponsoring sporting events such as the Olympics, the super bowl and even political debates. They also get around the fact that most Americans fast forward through commercials on their DVRs by product placement. Products are now featured within tv shows and films as if your favorite characters are endorsing those specific products. Who wouldn’t want to eat the exact same cereal as Michael Phelps or drive the same car as Tom Cruise in a movie like Mission Impossible?

Beer Wars makes you think. It causes you to analyze what is really driving your impulses in the checkout line. Baron stated, “I made this film because I wanted to get it out to as many people as possible. I want people to think about the everyday choices that they make. And to let them know that they do have power — it’s called the almighty dollar. I never expected to lure Bud, Miller or Coors drinkers away from their favorite cold one but I did hope that craft beer drinkers would help spread the bigger message of the film. And I still believe that will happen if we focus on the big picture.”

Luckily, craft brewers and home brewing are growing, despite the efforts of Big Beer to demolish the little guys. It may be a slow gradual increase, but it all depends on what the consumers find valuable and how the consumers choose to show their support. If consumers choose to drink locally and support those small businesses then there is a chance to make a lasting impact in this industry.

Baron’s film follows her as she visits smaller breweries such as Yuengling and Dogfish Head who have found a way to be successful and that have challenged the big 3 for part of the market share. As she follows each of these small brewers you get a sense of their soul and their life’s passion. It’s stories like these that are heart warming and inspirational and that create loyal fans that are willing to throw their support behind a product that they really believe in. Baron even follows Rhonda Kallman who first had the idea for a caffeinated beer before Anheuser Busch stole her idea and marketed their own version of a caffeinated beer. This film chronicles her struggles to break into the beer market and land accounts for Moonshot, the first caffeinated beer.

I encourage every individual to watch this independent film as it is a very enlightening and eye opening feature. You will never look at beer the same way again. I used to be an avid Bud Light drinker for many, many years starting in college as a poor struggling student; so I, myself, have given who knows how much of my own money to Anheuser Busch without ever questioning why I chose that beer. It was cheap and accessible, which are the main draws when you are on a very low budget. However, a year ago my husband and I started frequently tasting and sampling beers at local establishments and through a bar called the Flying Saucer. This has opened up a whole new world for us. We have sampled at least 100 new beers in that time if not more. Once you begin to explore new flavors through beer you just can’t go back to the light, plain lagers. I just can’t stomach Bud Light now that my palate has started to evolve. It’s as if I had never really tasted true beer before I decided to branch out and explore new and diverse flavors.

Of course, the next step for a serious beer lover is to start brewing your own beer, and that is an endeavor that my husband and I have embarked upon just recently. It’s the ultimate way to gain control over the beer you drink. With home brewing, there are no ads to dictate what you should drink; no distribution laws to limit access; certainly no restrictions on what flavors and spices you choose to include in your own unique brew; and no restrictions regarding the percent of alcohol that you brew since it’s for home use only. Home brewing seems to be the new revolution in beer. Home brewers are even forming their own home brewer associations to share their recipes, their unique brews and their personal brewing experiences with other brewers.

It’s obvious that individuals are in search of more flavor in many aspects of their life and beer is no exception. Beer Wars highlights that sales in the beer industry are revealing that domestic, mass produced beer is on the decline and craft beer is on the rise. This is a very gradual change, but there is a definite shift occurring in the industry. Microbreweries are opening up every month and that is something that could really change the beer industry one brew and one customer at a time.

Baron’s film chronicles how big corporations like Anheuser Busch stoop to stealing ideas from small brewers in order to take over every niche in the beer world. For them it seems to not be about making good beer, it seems to be about how to squash all threats to their profit margins. They use money to cutoff avenues for small brewers to grow as a business, to distribute their product and to market and advertise. Luckily, social media is an avenue that can’t be controlled by power or money. Baron highlights the fact that everyone has a voice on the internet. This is enabling small brewers the opportunity to reach new customers without the interference from the big beer conglomerates. The smaller breweries are masters at establishing close relationships with their customers and creating very loyal fan bases. This is something that does not occur with the mass produced beers. For small brewers, their drive is based on a labor of love more than money. Sam Calagione points out that the big companies “can talk at the consumer but not with the consumer.” In one scene of the film, Calagione is being interviewed on site at Dogfish Head Brewery, and he spontaneously takes a call in the middle of the interview from a consumer who just decided to call the toll free number on the 6 pack to say how much she loved the beer. He took the time to talk to this consumer and even gave out his email for her to communicate further with him. He remarks that every day they come in to the office to find 7 or 8 messages from customers just calling to commend them on their unique brews. It’s the little gestures like these that really distinguish the small breweries from the giants.

It’s disturbing to see how many smaller beer companies that Anheuser Busch has taken over in the past few years increasing from 26 brands to 80 brands by the date of the film in 2009. It’s becoming harder and harder to spot the obvious Anheuser Busch products as they have taken over brands like Bass, Hoegaarden, Rolling Rock, etc. A sampling of their products are shown above. And as Baron shows in the film Anheuser Busch creates company names like Green Valley Brewing to promote organic brews to appeal to the environmentalists and to appear to be a grass roots small business when in fact the product is made at the Anheuser Busch plant in California. It’s actions like these that should raise red flags with consumers as to what are the real intentions of this company. The film also shows outrageous moves by AB to sue fellow competitors like Dogfish Head for the use of the words “punkin” and “chickory” in their brew names. Sam Calagione, owner of Dogfish Head, remarks that the lawsuits are geared towards the terms being too generic on Dogfish Head’s part as he points out the absurdity of this coming from a company that sells a beer called Natural Light. Could it get more generic than that? Calagione finds the suits ridiculous and power driven. He knows these lawsuits are for the sole purpose of causing the smaller companies to pay out majorly through lawyer fees. It’s a real low blow and is not what healthy competition is supposed to be about. If you have spent any time around any craft brewers you know how much they all support the growth of other craft breweries, as this promotes more diversity for all consumers and pushes each brewer to continue to challenge themselves to create more creative concoctions. There is a real comradery among craft brewers and that seems to fuel the creative process as well. In that scenario everyone wins.

Beer Wars also describes distribution laws such as the three tiered system which is making it much harder for the small players to break into the beer market. These laws restrict brewers from distributing their own beer to retailers in most states. It requires a third party distributor to be involved which is easily controlled by the money of the heavy hitters (Anheuser Busch, Coors and Miller) in the beer world. It is very easy for these companies to shut out the smaller brewers by controlling the distributors. This also is a challenge for the beer consumers as their access to their preferred beer is restricted; so the consumers and small brewers are missing out due to this archaic and unfair system. This calls for a necessary change in this distribution system to make it a more even and fair playing field. It seems to make more sense to just let the beer speak for itself instead of money and power influencing the consumer’s decisions and opinions about what they drink or choose to drink. If the beer is good enough it will sell itself. One consumer in the film stated, “They (Anheuser Busch) have to shell out major bucks to sell beer that tastes that bad.”

If this topic is one that interests you or motivates you, please help spread the word about this small independent film. Educating others about the internal workings of the beer industry could in fact produce more change in the industry itself as each consumer becomes more informed about how their choices are being influenced on a daily basis on a subconscious level that they may not ever think about. More informed choices can lead to a better quality of life as each individual takes personal control of each decision they make. Put the power back in the hands of the consumer!

Ways you could help – if you have a local brewery in your area, try out their unique brews. If you have a local bar that offers a wide variety of craft beers, try a sampler or flight of beers you have never tried before. If you like what you taste, spread the word about that positive experience with friends or on social networking sites. The key is to throw your support behind what you value! For instance, as I am writing this film review about beer, I am drinking Copperhead Red Ale from my local brewery in Memphis TN called Ghost River. So far today I have tweeted and included this beer selection in my facebook status to show my support of this fantastic brewery. Yesterday, I toured Ghost River after being on a waiting list of 4 months, and we sampled 3 of their most famous beers, learned about their history and brewing process and bought growlers to go. Afterwards, we chose to eat and drink at the owner’s brewpub in Memphis called Boscos where we got samplers of all 8 unique beers brewed all on site and continued to drink our favorites there all night. It made for a wonderful outing, and we felt good about supporting a local business. It’s that easy and simple.

Now, if you are true fans of any of the top beer companies, that is fine too. Just make sure to take a minute and ask yourself why you like that brand, why you chose that brand in the first place and maybe even challenge yourself to do some sampling to compare your favorite beers to some of the lesser known, more experimental brands to see how they stack up. You might be surprised at what you find. Worst case scenario is that maybe you try some beers that you decide you don’t really like and you are out a few bucks for the night. Best case scenario could be that you find a new favorite that blows your mind. Bottom line is to start to question what really drives your choices when choosing a brew and to put yourself in the driver’s seat when making a purchase instead of falling prey to some of the world’s best marketing schemes.

“Life’s too short to drink light beer” ~ Sam Calagione, founder of Dogfish Head

If you want to view this film here are several ways to order or view Beer Wars:

In the U.S., Beer Wars is available to rent On Demand through Digital Cable and Satellite providers Comcast, Time Warner Cable, Cox, Cablevision, Charter, Insight, Bresnan, Verizon FiOS, AT & T U-Verse, Dish Network and DirecTV. It is also available for download on iTunes, Amazon Video On Demand, Xbox 360 and PS3.

In Canada, the film is available to rent On Demand through Digital Cable and Satellite providers Rogers Cable, Cogeco, Videotron, Sasktel and Shaw.

The film will also be available through Netflix either through streaming or DVD. And you’ll be able to buy the DVD from Amazon.

If you live outside the US, you can buy the DVD on this link below
http://beerwarsmovie.com/shop/

All of this information on ways to order Beer Wars was taken from the website
http://beerwarsmovie.com/tag/dvd/

Anat Baron shown below, filmaker

4 stars - Eyeopening, enlightening and infuriating at the same time. You will never look at beer the same way again. 

The King's Speech

The King’s Speech Review

“A Voice Within”

Heather Hardison, Ph.D.

The King’s Speech is a winner in all aspects. It is easy to see why this film won audiences over and took home the Academy Award for Best Picture and Best Actor in a year that was filled with many exceptional films. First off, I appreciated the slow pace so that the story could fully unfold. So many movies seem to rush the pace out of fear of losing the audience's attention, which I call the ADHD effect since we are certainly living in an age of immediate gratification. Before I saw the film I imagined that at times it would drag on given the nature of the film but was pleasantly surprised that it moved along quite nicely and it held my attention which I feel is due to the compelling performances by Colin Firth and Geoffrey Rush. They truly carry this film and it is impossible to take your eyes off them.

Colin plays Albert “Bertie” (George the VI) the Duke of York who finds himself in the position of inheriting the throne which comes with an added role of many public speaking engagements that he finds terrifying. Geoffrey Rush portrays the speech therapist, Lionel Logue, whom the Duke’s wife solicits help from in order to treat Albert’s speech impediment.

From the first scene it was clear that Colin Firth was the right man for this demanding role. Watching him stumble over his words during his first speech as the Duke of York was uncomfortable and hard to watch, and it became clear that Firth totally embodied this character. Colin’s physical movements that he incorporated into this character portrayal were astounding. Firth turned in a remarkable and unforgettable performance. He is emerging as a dramatic leading man and will most likely be nominated again for another academy award considering his consistent performances and choices of challenging roles. This was his second nomination after his haunting portrayal of a grieving homosexual who lost his lover in A Single Man last year. He is certainly one to watch for greatness in the years to come.

I was quite surprised by the humor of The King’s Speech. I had envisioned this as a serious film, but Firth and Rush both have impeccable comic timing and the two played off each other perfectly. The chemistry between the two was crucial for this film to work since the bond that was created between these two real life characters over the years of working together was the focal point of this story.

For me, one of the most fascinating aspects was the relationship between therapist and patient. The way Logue doesn’t back down from The Duke of York was bold on his part but necessary for the treatment process. His insistence on equality – “My castle my rules!” sets the tone early for a struggle over the power considering that Albert is the Duke and future King at the time that they meet and he is accustomed to special treatment and deference. New boundaries and social roles have to be established at the beginning of their relationship in order for them to move forward and make progress in Albert’s speech therapy.

What the film does quite nicely is highlight the vulnerabilities and flaws of even those who hold the greatest power in the world. It reminds us that plight does not target just the poor or middle class. In fact, if those flaws in the royal family are discovered it could be devastating to their public persona and could have disastrous effects on the way the country is run. Thus, we can feel the pressure mounting as his responsibilities increase. Logue observes this as well and tries to convince Bertie that he shouldn’t be overcome by his fears and that it is only his fear and not his actual disability that is holding him back. Stuttering can be exacerbated by stress as depicted well in this picture. You can see the weight of the burden that Bertie carries on his shoulders – the weight of a country. His fear is that he will disappoint his entire country and the memory of his father King George the 5^th. At times he feels as if his impediment is so severe that it will impair his ability to serve as King and his suffering builds tension to the plot as well as garner sympathy from the audience.

Bertie is known for his temper and the intensity shown during his frequent outbursts were enjoyable to watch as that seemed to be the only times when he really let go and allowed the true Bertie to show through. In those times his stammer was less noticeable and you can see the changes in his posture and body language as he feels free from some of that pressure that normally bogs him down. What Colin does so well is convey the sense of sadness that Bertie feels under the surface when facing his failure head on without a way out of the spotlight. Also the lack of self confidence is always apparent through his eyes especially in those interactions with his older brother who bullies him even through adulthood. When feeling low, he almost appears to shrink in stature as if withdrawing inward. Logue seems to be the only one to connect with him and draw him out of that inward retreat. Most of those scenes where he seems to disappear I noticed that the camera held him in either the right or just the left corner of the film and not centered. This technique seemed to help reduce his size to emphasize his vulnerability and meekness, which really added to our understanding of his self perception. In those instances his presence resembled that of a child. Not a small feat for Colin who has a rather large stature himself.

Bertie makes it clear at the beginning of treatment that he doesn’t want to explore the cause of his stammer and instructs Logue not to ask personal questions about his life or his upbringing. As I psychologist I understand the importance of self discovery and connecting the pieces to identify the origin of the presenting complaint. However, it is not uncommon for therapy clients to have a fear of facing the actual cause of their malady. Part of it is a defense mechanism that has protected them from this knowledge for years and it unfortunately plays a part in continuing the cycle of the problematic behavior. Another part is fear of facing the insight. Remaining in denial is a more comfortable and safe way to exist. Despite Bertie’s resistance, Logue instinctively searches for the root cause and presses further and further into Bertie’s family history to gain insight into what fuels his speech impediment. At first Bertie agrees to attend sessions if they only address the mechanics of his disorder, but over time Logue breaks through Bertie’s guard and progress is made. One of the most memorable lines from Logue that sticks with me is “You don’t need to be afraid of the things you were afraid of when you were five.” He is conveying to Bertie that it is no longer necessary to hold on to that fear and let it control him. It is safe for him to embrace his true self. This was a turning point in Albert’s success. It allowed him to let go of the fear from childhood and the ridicule from the teasing and step into a new phase of his life where he reclaimed his birthright and his place in the world. It was his ability to accept himself (flaws and all) that released him from his internal torture and allowed him to come into his own.

For me, some of the most interesting scenes were those that depicted the rather strange techniques used as interventions for stammering, some of which were quite humorous. The scenes with Bertie and Logue in his speech therapy sessions gave the film it’s heart. The friendship and bond that was developed through years of working together was the thread that holds this story’s appeal.

Bertie dubs himself as the “Voiceless King,” but Logue believes in him and helps him find his voice along the way. At times Logue acts as a coach giving a pep talk to build Albert’s confidence stating, “You are your own man; have faith in your voice.” When Albert finally finds his voice, he is fully able to step into the role as leader for his country. This personal growth is due to the bond with Logue and was heart warming to watch.

Everything about this film is spot on. The drab colors and rainy atmosphere convey the feel of an old English setting. The music builds tension and interest as the plot develops. Each of the characters is cast perfectly and come together as a cohesive unit. What I do find ironic is that Helena Bonham Carter was nominated for an Academy Award for her portrayal as the King’s wife which is a rather subtle and normal role for her. I wish she would receive more recognition for her truly challenging roles where she taps in to a level of insanity that I feel no other actress has the acting chops to pull off. Roles such as Bellatrix Lestrange in Harry Potter and the Red Queen in Alice and Wonderland are more complex and teetering on the edge of complete madness, yet she isn’t given acclaim for those characters. There is something a little off to me in that equation. I feel she is always stellar and she added a bit of humor and pretentiousness needed for her portrayal of the Queen here. The King’s Speech ensemble was exceptional and it was nice to learn that they were all “chummy” on the set as well as off the set.

The use of the actual speeches from the 1930’s adds to the historic credibility and conjures up images of families huddled around their radios hanging on every word of these accounts of war and “dark times.” 

No doubt you will feel knots in your stomach as he is taking the long walk to his final speech knowing the obstacle that he faces. It takes a courageous man to stand up to his fear and you feel the pangs of anxiety surrounding this momentous event. Eleanor Roosevelt hit on this same point when she said "You gain strength, courage, and confidence by every experience in which you really stop to look fear in the face... The danger lies in refusing to face the fear, in not daring to come to grips with it... You must make yourself succeed every time. You must do the thing you think you cannot do." And this is exactly what Albert does in the last scene of the film. The comparison from his first speech to his last in the film is remarkable and inspiring.

Hopefully this film opens up tolerance of disabilities of all kinds. Often the result of impairment is shame, but it doesn’t have to be. It is the perseverance over these obstacles that builds character and strength. If we learn to embrace those struggles and not feel defeated then more of us will model the acceptance of these flaws to the world and reduce the shame that is associated with such disadvantages.

This is a must see film and it is one that they should show in acting classes around the country based on Firth’s first class performance.

Best film of the year, Extraordinary peformances by Firth and Rush, Compelling, and Triumphant!

5 out of 5 stars 

Rock of Ages is a Rockin Good time

Heather Hardison, PhD.

Tom Cruise as Stacee Jaxx

Rock of Ages is definitely my summer guilty pleasure!! Most of my childhood and adolescent memories are tied to rock songs from the classic hair bands Warrant, Skid Row, Poison, Bon Jovi, Guns and Roses and my favorite Def Leppard! I have been dying to see the Broadway version of Rock of Ages starring Constantine Maroulis ever since he opened the show on Broadway. I was very disappointed when it was announced that he wouldn’t star in the film version of Rock of Ages as the young hopeful rocker, Drew, but Shankman felt he was too old at 36 to play someone in their early 20’s. Maroulis was nominated for a Tony in 2009 for Best Performance for a Leading Actor in a Musical for originating the role of Drew and has garnered much praise for his killer rock voice. He even found love with his on stage love interest, Angel Reed, who played Sherri in the Broadway version of ROA. For Constantine lovers, you will be happy to spot the original rocker in a 10 second cameo as a record executive. It’s short so you have to pay close attention.

Diego Boneta as Drew in the Film Version of ROA

Julianne Hough as Sherri

I had never heard of Diego Boneta before this film, but he delivered a solid performance and rocked the stage when covering Twisted Sister’s “I wanna rock” after channeling his inner angst due to a broken heart; so his cool points shot way up after that killer performance. Julianne Hough gives another strong musical performance and comes across as the naïve but sassy small town girl from Tulsa, Oklahoma wanting to make it big in Hollywood. As Sherri, she is fun, energetic and tough, and Boneta and Hough have great chemistry together.

Tom Cruise seemed to be an odd choice to me from the beginning. I wasn’t sure if he could sing, but he sounded pretty good even if it was auto-tuned much of the time. He was able to transform himself into the role of a narcissistic, strung out rock god. It was uncomfortable to watch his scenes at times because this role is not typical for Cruise as he usually chooses characters that aren’t as overtly sexual.

He was over the top in this film right down to the tattooed revolvers pointing at his crotch and assless chaps in his first on screen appearance, which was a lot to take in so early into the film. Cruise fully committed to this role and stayed in character the whole time. It was interesting to watch Stacee’s transformation from being in denial about the extent of his flailing career and disconnection with his true self into a clearer, more focused and fulfilled musician, which became possible through the love he found with reporter Constance Sack.

Stacee Jaxx reminded me a lot of Frank T. J. Mackey, Cruise’s role in Magnolia in 1999 (shown here). Cruise won the much deserved Golden Globe that year and was also nominated for the Academy Award for his intense and riveting performance of the male chauvinist motivational speaker. Both were narcissists being interviewed by a bold reporter trying to ruffle a few feathers to expose the true person underneath the arrogant façade put on as a front to the rest of the world. Cruise was more believable in Magnolia than in ROA. He seems to be overacting in his later roles compared to his earlier work. His performances were so effortless in Top Gun, A Few Good Men and the first Mission Impossible, but as he ages his performances are more forced, which makes it more uncomfortable to watch. Some reviewers are stating that this role was his best, but there have been so many other films where his charm and magnetism was more electric.

We learn very quickly that Jaxx is a narcissistic, sexually addicted, alcoholic on the search for the perfect woman to love and the perfect song that will make his whole world fall in line. He is challenged in an interview by Constance Sack who wants to dig deeper to get Stacee’s attention to wake him up from the alcoholic haze that his manager keeps him in so that he can continue to control his every move.

Underneath narcissism there is a deep rooted insecurity that is hidden so that others can’t see that vulnerability. They often feel too vulnerable and exposed once others know it’s all an act. They are invested in keeping up appearances at all costs; so it’s a life long act, and they often lose themselves along the way. Once pushed too many times by Sack in the interview, Jaxx reveals to Constance that he has become a slave to rock n roll in order to give the people what they want and to sell records. He covers up that pain and disappointment with booze,and it isn’t until Constance comes along that he dares to reveal any of his true feelings about his rock star status and what his true desires are. Stacee’s narcissistic characteristics are present most of the film until he miraculously transforms at the end of the film once he finds true love. Narcissism isn’t cured so easily in real life, as it is a personality disorder that is usually present for life. However, this is a fictitious story about a rock star; so we shouldn’t expect them to understand the pattern of such pervasive psychological disorders.

It seemed throughout the film that Cruise was often poking fun at his own level of fame. Women throw themselves at Stacee’s feet and faint in his presence. No doubt that Cruise has experienced some similar encounters given his own star power and he probably finds it pretty absurd.

For the most part, the critics seem to be beating up on Rock of Ages. This film was never meant to be a masterpiece or an Academy award winning film. It’s meant to be “nothing but a good time.” It’s supposed to be cheesy folks! Just sit back and enjoy the music and sing along to those rock anthems that you know you had in your tape deck back when MTV debuted in the early 80’s. I say give in to your inner rocker and rock out to this fun, entertaining flick.

Talk about a great supportive cast! Russell Brand and Alec Baldwin have wildly funny chemistry as two “has beens” still stuck in the bar scene after many years of partying a little too hard.

Russell Brand stole every one of the scenes he was in. He proves once again that he has perfect comedic timing. I can’t help but wonder what it would have been like to have cast Russell Brand as Stacee Jaxx. He seems much more capable to truly tap into that rocker mentality as he did as the vulgar rocker in Get Him to the Greek. He is no stranger to alcoholic benders and the rocky (pun intended) road to addiction. His experience in that regard could certainly come in handy for a role such as Jaxx. It would be interesting to learn who else Shankman considered for Stacee’s role as well as Drew’s character.

Paul Giamatti is great as the douche bag, money hungry manager for Jaxx. His massive brick cell phone always got big laughs from the audience. I’ve never seen a movie where Paul didn’t deliver. I am usually a huge fan of Catherine Zeta-Jones, especially her undeniably impressive performance in Chicago as Velma Kelly. However, in this flick she didn’t have that same charisma playing the mayor’s wife, Patricia Whitmore, hellbent on shutting down the Bourbon Room and stamping out Jaxx’s hedonistic ways.

I don’t want to give away the funniest spoiler of the movie. Let’s just say that the “Can’t fight this feeling” number was the best scene hands down. The audience was in an uproar over this. I can’t get it out of my head. Genius!

The storyline for this film was weak throughout, but there are some features that kept it funny enough to be entertaining in addition to the 80’s tunes that drew us to this film in the first place. Most of the entertaining moments include Cruise’s entire wardrobe or lack there of. I don’t know how they convinced him to wear assless chaps but somehow it happened. Cruise is covered in tattoos, black nail polish, eye liner and various metal crotch adornments, all of which are very disturbing compared to his usual clean cut all American look. Stacee’s sidekick monkey, Hey Man, provided many laughs throughout and added to Stacee’s eccentricity as an oddball rocker similar to Steven Tyler or Michael Jackson. Stacee’s meaningless rants are as hysterical as they are bizarre. Things got really weird during an exchange between Cruise and Baldwin when Jaxx was explaining that they would need to burn down the Bourbon Room after his performance; so they could set the fire bird free. Bizarre!! And Alec Baldwin crowd surfing was a nice touch along with his thick 80’s wig proving once again that Baldwin knows how to pull off comedy as he does so effortlessly every week on 30 Rock.

Much of the set and props are there to make us nostalgic for those 80’s fads and stylish trends that hopefully won’t ever make their way back to mainstream fashion. Let’s face it we don’t need any more legwarmers, sky high bangs, or massive wire/sequin hairbows. The scene from Tower Records took us on a walk down memory lane as we all spent most of our adolescence searching for new albums in a record store that resembled Tower Records. Seeing all the old album covers from the popular bands of the 80’s was a very nice touch as well as the references to the boy bands that popped up in the late 80’s. Was Drew’s pop group a jab at New Kids on the Block? I think so! With members named Joey and Donnie that seemed to be a direct comparison but those outfits were hideous! The 80’s hair seemed to be a character itself – the bigger and stiffer the hair the better right? There is no telling how much hair spray was used on this movie set.

If you are a fan of 80’s music you will be tapping your feet and pounding your fist in the air. It’s hard not to sing along to Bon Jovi’s “Wanted Dead or Alive,” Twisted Sister’s “I Wanna Rock,” and Def Leppard’s “Pour Some Sugar on Me.” This soundtrack will be killer! Speaking of rockers, there are tons of cameos in this film. During the street scene for “We Built This City” you can spot Debbie Gibson, Skid Row’s Sebastian Bach and Kevin Cronin from REO Speedwagon.

Even though the title Rock of Ages comes from a Def leppard song, the band never gave the Broadway show permission to use their song in the play. However, for the movie they signed over the rights, and “Pour Some Sugar On Me” is given plenty of attention as Jaxx belts out the song at the Bourbon. I’m sure the movie is quite different from the Broadway version. I need to see the musical to be able to make a direct comparison, but from the reviews I’ve heard of the show it certainly sounds like the Broadway version delivers on a whole other level.

So if Hollywood can make a film version of Rock of Ages, how long do we have to wait for Wicked – The Movie?

3.5 stars – A whole lotta fun, Energetic, and a Rockin goodtime!

Men In Black 3 Viewing at the VIP Theatre at the Mall of America

My husband and I recently took a trip to the Mall of America in Bloomington Minnesota at the end of May. There is so much to see and do in this 520 store mall. Being the movie buffs that we are we couldn’t pass up the chance to try out the MOA’s VIP theatre. They have 14 screens but one is designated as VIP - 160 seat theater devoted to adults ages 21 and up, which is made to suit us perfectly. For $2 extra you gain admittance into this theater and have a waitress who brings you wine, beer, popcorn/snacks as you request it throughout the movie. You can’t beat that plus we went during happy hour!! Needless to say we kept our drinks full through the entire showing. The seats are plush and large with ample leg room, which is a vast improvement over any theater I’ve been to with cramped seating and people tripping over each other to get to their seats. There are small tables in front of your seats to hold your snacks and drinks.

We enjoyed watching Men In Black 3 as we were treated to this VIP treatment and practically had the theater to ourselves with just a few other couples. I could get used to this type of theater treatment, and I will certainly be contacting my local theater to suggest a similar setup for ages 21 and up. It certainly would entice us to have a few more movie date nights out, if we were assured that there wouldn’t be kids and teens talking through the entire movie. 

We built our own home theater (shown above); so it takes a lot to lure us out of our quiet, cozy, theater, especially when ticket prices are close to $10 and rising. There just isn’t any advantage to going out rather than staying in. The only drawback is that we have to wait several months for movies to release on DVD, and a few times a year that is enough to draw us out for special features like Harry Potter, Hunger Games, Avengers, etc. Most of the time it really pays off to wait and screen the films in our own home. It’s quiet with no kids or teens giggling or talking through the film. We can pause the film if we need a restroom break or want to grab a snack downstairs. We have a fridge in the theater with cold water and beer; so we always have drinks on hand. There is no wait, unlike at the movies where you waste time driving to the theater, buying the tickets, finding seats and waiting through those god awful trivia questions and theater ads. The movies never even start on time anymore, and there are usually 5 previews to watch until the feature starts. You could easily waste an hour to an hour and a half with all these delays and inconveniences. Plus, you have to shell out major bucks for tickets and any refreshments if you are suckered in to paying for the outrageously overpriced drinks and candy items at the concession stand, which we refuse to do. Plus, did I mention how much more comfortable our reclining theater seats are compared to the crummy, creaking public theater seats that probably have headlice crawling all over them. No thanks! I’d rather watch from the comfort of my own theater and get a front row seat to my 100 inch screen and surround sound any day!

I digress - Back to the MOA VIP theater. If you have to go out to see a movie, this is the way to do it. They have a Star Bar (shown above) with happy hour specials before and after movies, and the VIP section has it’s own bar and concession stand with no lines, and if you want to order during the movie you just raise your hand and you are promptly waited on without leaving your seat. They are extremely accommodating and are invested in creating an experience that you want to repeat over and over again. It worked like clockwork when we attended, but that was with a pretty empty theater. I believe there may have only been 6-8 people there including myself and my husband; so I wonder how this service would work with a full house. It might be more difficult for the servers to wait on 160 people at once. And I imagine it would get pretty distracting with the wait staff walking back and forth with drinks and collecting payment for each item.

We tried out the new D-Box seats right outside the theater lobby. D-Box is the new theater experience with specialized seating programmed for each movie in order to create a full body theater experience. The seats move with the action, shake during explosions and have surround sound speakers attached to the individual seats. They were previewing the new Snow White and the Huntsman in the D Box seats, and you could hear the arrows whizzing by your head as they flew through the air. The seats tilt up and around to mimic the action in the movie scenes, which was reminiscent of the 4D theaters at Disney and Universal. At the Mall of America this experience costs an extra $8 on top of the normal ticket price so that is quite steep, especially if you are also adding in a 3D charge. Within one of the MOA 200 seat 3-D theatres there is a section of 30 reserved D-Box seats (shown above) with the full range motion available that brings the movie to life for audience members. It was cool to test them out; however, we weren't feeling in the mood to spend that much on a single movie. We were lucky enough to score free VIP movie tickets; so we didn’t even pay the $24 normal ticket prices which made this VIP experience even more enjoyable! We were even treated to a free drink at Crave (upscale MOA restaurant) with our VIP wrist bands; so we were happy with the overall experience. Plus our feet needed the 2 hour rest during the movie from all the walking we did during our 2 day mall experience. If you are interested in seeing what D-Box is all about, I included a short video at the end of this blog to show what you can expect from the D-Box experience.

As far as the review of Men In Black 3, I will say that I wasn’t impressed. I loved the first 2 installments of MIB as Will Smith and Tommy Lee Jones have great chemistry. I remember watching the first Men in Black in 1997 and thinking how funny and fresh this concept was. I didn’t think there was a need for a third one, but Hollywood will beat any franchise to death, if they think they can squeeze another nickel out of it without having to spend time creating a new idea. IMDB has already announced Hancock 2, Bad Boys 3 and I-Robot 2. Apparently Will Smith won't do a movie these days unless it's an undeserved sequel. I can't imagine any of those films improving on the original. 

The smartest idea they had was to change things up to where they introduced a new character by way of Tommy Lee Jones’ younger self, which Will Smith visits in the past. Josh Brolin was the best aspect of this installment. His impression of Jones was spot on and hysterical. He got the most laughs by far. Will Smith seemed lazy and just worn out in this film. You can tell how much he has aged between MIB 2 and MIB 3. He usually has tons of energy and quick whips to throw back at his co-stars, but it felt like Brolin carried the weight of this entire film. Jones was in such a small part of the film and his absence was really noticeable. 

The addition of Emma Thompson as Agent O wasn’t enough to make up for Zed’s absence either. It seems as if this franchise has lost it’s sizzle. There were some very funny scenes in this film, but they seemed few and far between. I don't imagine I would watch this one again. The supporting cast of Alice Eve as a young Agent O and Jemaine Clement as Boris the Animal brought new energy to the film, but even that fell flat after awhile. 

2.5 stars - Brolin was a hit but everything else was forgettable; Doesn’t match the first 2 installments

More information about the VIP Theatres in the Mall of America 

Link to the MOA VIP Theatre

http://www.theatresmoa.com/vip/

Happy Hour Menu at Mall of America Theaters

Daily Happy Hour 4-6 and 9-11 $3 Domestic Beer (Tap and Bottle) and $4 House Wines

I can recommend the Manyana Garnacha – very flavorful and sweet

http://www.theatresmoa.com/wp-content/uploads/2012/05/2012HappyHour.pdf

Video of D-Box Debut at MOA

http://www.youtube.com/watch?v=M6q1rOSgYKM