You know that feeling when you go to the megaplex, buy your ticket, then hit the concession stand to order a bucket of popcorn and a large soda, only to discover that they carry only Pepsi products? Stuck playing catch-up in the on-screen marketing game ever since Coca-Cola bought Columbia Pictures in 1982, Pepsi has been trying to get its hooks into the moviegoing experience for decades, and now, America’s runner-up soft-drink brand has found a strategy that goes beyond product placement, underwriting a big-screen version of its “Uncle Drew” viral short film phenom, in which NBA star Kyrie Irving dons “Dirty Grandpa”-style old-man makeup and punks a bunch of unsuspecting street ball players.
While it won’t increase your appetite for zero-calorie sugar water one bit, this affectionate basketball-themed comedy from sports-savvy director Charles Stone III (“Mr. 3000”) comes across as an effective feature-length ad for the game itself.
While it won’t increase your appetite for zero-calorie sugar water one bit, this affectionate basketball-themed comedy from sports-savvy director Charles Stone III (“Mr. 3000”) comes across as an effective feature-length ad for the game itself.
- 6/19/2018
- by Peter Debruge
- Variety - Film News
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