The Joneses (R) (2010) Consumerism is somewhere in the mind of just about everyone, though sometimes it’s intentionally on a subliminal level. The rise of new 21st century viral marketing techniques represents a new chapter in creating the desire for more and more material objects. “Keeping up with the Joneses” is as important as ever, but today, the Joneses may not be playing fairly. Writer/ director Derrick Borte’s modern satire, The Joneses, takes us on a visit to a world where some folks can, and do, have anything they desire. And others, filled with envy, are constantly trying to accumulate the same status symbols.

Borte’s Joneses — theirs is a life of parties, pampering and popularity that defies reason. Yet, we are willing to go along with the story and watch in awe as they endear themselves to the movers and shakers in the community and impress them all with their expensive accouterments.

The Jones family is very close to being a perfect familial unit. Dad, Steve (David Duchovny), mom, Kate (Demi Moore), lovely daughter, Jenn (Amber Heard) and perfect, skateboarding son, Mick (Ben Hollingsworth) appear to be at ease with each other and their wealth. Living the dream, they spend their days making a choreographed effort to impress their peers. A very friendly family, they aggressively, but gently, invade the community becoming everyone’s picture of success.

Several interesting sub-threads run through the film. The neighbors’ problems, the children’s not-so-perfect behaviors and the strange relationship that exists between Mr. and Mrs. Jones manage to keep the interest level high. To add to the theme of consumerism, The Joneses takes full advantage of product placement opportunities in the film. You might just walk out of the door of the theater and head straight for the closest Audi dealership.

Rating: 3 (out of 4)