branding Archives - Jeremy C. Processing

Director – Ben Affleck – 2023 – US – Cert. 15 – 112m

***1/2

In 1984, a Nike executive lifts the company out of its financial rut by building a line of running shoes around an unknown basketball player named Michael Jordan – out in UK cinemas on Wednesday, April 5th

A curious combination of sports movie and corporate drama, this retells the story of how, in 1984, the failing Nike corporation managed to successfully reinvent itself by signing a sponsorship deal with the then-unknown basketball player Michael Jordan and building a product line of running shoes around him. Jordan would go on to become a huge cultural icon in the US and Nike a hugely profitable multinational, due in no small part to its Air Jordan running shoes, which the player endorsed.

This is a Warner Bros. movie and that Studio already has a long-standing connection with Michael Jordan through Space Jam (Joe Pytka, 1996), the live action / animation composite feature that combined basketball with Looney Tunes characters and spawned a sequel in 2021. Air isn’t a Michael Jordan film as such: as a character, he barely appears, but there’s a sense that he’s at the centre of the events portrayed as everything here revolves around him.… Read the rest

Bazaar Jumpers
(Pao Ku Shao Nian,
跑酷少年)

Director – Zhiqiang Hao – 2012 – China – Cert. N/C PG – 61m

***

Two Uyghur boys and their parkour team in Northern China hone their skills for an upcoming “China proper” tournament in Beijing – now available to rent online in the new Chinese Cinema Season 2021 in the UK & Ireland as part of the Approaching Reality documentary strand until Wednesday, May 12th

NB.

(1) Please read this review before watching because the recommended N/C PG certificate, while completely legal, perhaps ought to be higher because of one particular sequence (detailed in the final Spoiler Alert paragraph).

(2) The title seems to vary between Bazaar Jumper (singular) and Bazaar Jumpers (plural) on the film’s promotional literature. I’ve gone with the plural as that’s what’s on the film print. The singular is on the trailer below.

Urumqi, Xinjiang, one of the parts of Northern China with a large Uyghur section of the population. That’s not really writ large here, and as I was watching I was wondering what the spoken language was until I worked out it was Uyghur. The film is ostensibly about a group of late teenage, Muslim boys obsessed with parkour (free running), a physical craze in which obstacles such as buildings, walls and street furniture are climbed or traversed rather than gone around.… Read the rest