Consumerism takes up residence next door in the form of The Joneses, the seemingly perfect new family in town.
This four-person clan, led by matriarch Kate (Demi Moore, in her best role in years), is actually a group of pseudo-sales people commissioned by a marketing firm to feign familial bonds in order to promote luxury products to their neighbors. Steve (David Duchovny), the newest member of the team, first struggles with the constant lies and manipulation required by his new job, but he soon develops a knack for this undercover marketing and a thing for Kate. This taboo attraction rachets up tensions to the point that the entire operation is put in jeopardy.
The film’s concept and glossy look are the product of first time director/writer/producer Derrick Borte. He effortlessly conveys the appeal of products hawked by such a picture-perfect family and the confusion that may arise from leading an entirely false, if endlessly luxurious life. What he fails to do, though, is move beyond the surface of any characters other than Steve and Kate. The obvious issues that the Jones “children” have are only glazed over in favor of more time with the annoying couple next door.
Thankfully, Moore and Duchovny carry their disproportionate weight impressively and remind viewers why they used to be A-list stars. Aside from the lame ending, The Joneses is a taut, engrossing snapshot of a business that is alternately foreign and familiar.
3 Stars
Directed By: Derrick Borte
Starring: Demi Moore, David Duchovny, Gary Cole
Rated R, 96 min.
