“Stealth marketing” sounds like a good idea. In fact it might work, which makes the idea behind Derrick Borte’s satire on American consumerism almost believable. But while the performances are good, the plot clever and the dialogue fun, the predictable ending and lack of depth makes The Joneses mildly enjoyable, but ultimately of little consequence.

The Joneses appear to be the perfect American family. Parents Kate (Demi Moore) and Steve (David Duchovny) are attractive and committed to each other. Their high school age children Jenn (Amber Heard) and Mick (Ben Hollingsworth) are well-mannered and popular. But the Joneses are a “unit” posing as a wealthy family. Their job is to get their friends and neighbors to buy targeted products. As their boss K.C. (Lauren Hutton) says, “If people want you they will want what you’ve got.”  But Jenn is a bit wild, Ben has a secret and Steve has a crush on his fake wife, who seems to be all business. And the Joneses are beginning to actually like their neighbors Summer (Glenne Headly) and Larry (Gary Cole), even as these neighbors struggle to keep up with the Joneses.  Soon it is hard to tell what is real and what is fake.

The best scenes in the film involve the stealth marketing techniques. Kate finds the best salon in town and befriends the most popular hairdresser, gaining introductions to the town’s wealthiest citizens. She recommends beauty products. Steve makes friends on the golf course and soon the other men want everything he has. The high school classmates of Jenn and Mick are even easier to lure.  Beautiful Jenn applies lipstick and all the girls in the locker room want that shade. Handsome and popular Mick has a new gaming system that all the boys love. Neighbor Summer is trying to peddle her own line of cosmetics, but still falls under the Joneses’ spell. The funniest scenes in the film take place at the party thrown by the Joneses.  When people comment on the delicious hot appetizers, Jen whips out a frozen food box and says with enthusiasm, “Chef Robert.” The entire party seems like a block of commercials

Demi Moore looks better than ever, and her performance as the single-minded Kate is compelling. But the romance with David Duchovny’s Steve seems contrived, and it is difficult to believe a woman like Kate would swoon for low key Steve. The motivations of these characters are never closely examined, so we are not sure why they agreed to this job in the first place. The doubts they express seem to be predicated on an unrealistic turn of events. Amber Heard and Ben Hollingsworth are believable and charismatic as the fake high school students Jenn and Mick, and their characters are appealing. I would have liked to know more about them, and I wish more of the film was devoted to these characters and less time was devoted to the romance between Moore and Duchovny. Just as the stealth marketing plot heats up, the film take a mundane turn, and never recovers.

When the Joneses roar into the neighborhood in their new car, Steve declares to his unit, “We are going to do some damage in this town.” I would have liked to see that, but Derrick Borte’s film never fulfills its promise.  Like the shiny golf clubs and big flat screen television the Joneses entice their neighbors to buy, The Joneses  looks good at first, but is not really worth the money. 

The Joneses. Directed by Derrick Borte.  Demi Moore (Kate) David Duchovny (Steve), Amber Heard (Jenn), Ben Hollingsworth  (Mick Jones), Glenne Headly (Summer),Gary Cole (Larry)and Lauren Hutton (KC). Roadside Attractions,2010.  

Gail sees a movie appears every Wednesday.

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