Saturday, 19 March 2011
Ok I will be honest, initially the title of this film did not appeal to me at all and I had immediately placed it into the category of Kidulthood and Adulthood with no intention of seeing it ever. Then a good blogger mate gave me the lowdown and explained that Anuvahood is actually a moment in time - it is the UK version of Friday and the first 'urban' comedy to be released in the mainstream cinema. It even had a decent PR budget (rather unheard of with urban films) with director, Adam Deacon appearing in a double spread interview in the Evening Standard and appearances on BBC Breakfast and BBC Radio 1Xtra and on top of that a celebrity clad premiere at Leicester Square. I decided that as a pop cultural commentator that I owed it to myself and my lovely readers to see this film and report back with my findings. I will point out that I had read no reviews and I had received no press releases so I went in with very little information on the film. All I knew was that it was a send up of young urban culture.
I was going to say lets start with the plot but one of the fundamental issues with Anuvahood is that there is no plot. So I will give you a summary as to what happens Kenneth aka K played by Adam Deacon is a young wasteman who suffers from delusions of grandeur, he seems to be under the impression that he is a hot shot but the sad reality is that he works at a supermarket and lives with his mum on a council estate. After an argument with his boss he quits his job on a whim to concentrate on his music. His possee of friends consist of TJ played by Jazzie Zonzolo, a squealing pansie, Lesoi played by Michael Vu is a PSP fanatic who gets dragged into his friend's escapades and Bookie played by Femi Oyeniran is the so-called sensible one out of the team (but considering they are all buffons that would not have taken much effort) then there is newcomer, Enrique played by Ollie Barbieri, a naive Spaniard who is staying with family friends for a few months. The friends divide their time between hanging out on their estate talking pure nonsense and being terrorised by the local gangster, Tyrone played by Richie Campbell. Things come to a head when K starts selling weed on Tyrone's patch who immediately retaliates by teaching K and co a lesson and steals Lesoi's PSP and TJ's trainers. This leads for the group to fall out with K and turn their back on him. Determined to make amends K breaks Tyrone's flat to retrieve his belongings and also sets up Tyrone so his ghetto baby mother catches him cheating with a blonde bimbo. Outraged by this treachery Tyrone seeks out K to teach him a lesson or two.
when Babymother was released and everyone hated that - well this is just the same. It is 2011 and this is the best we can come up with as a representation of youth culture? What a waste of talent!
On a positive note props to Revolver Entertainment on delivering a fantastic marketing campaign. Regardless of its many flaws, they created a buzz about the film and got everyone talking about it. I also applaud the way they tapped into urban magazines such as RWD and Flavour and got them to run ads and interviews to promote the film. I also have to admit that the website is very impressive and relevant to what young people are into hence the Anuvahood apps and presence on Facebook and Twitter. Brilliant marketing campaign, shame about the film.
Check out other brilliant reviews of the film below:
Obsessed with Film
On the Box
Little White Lies
The Lala Report
Anuvahood is out at all cinemas now.