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Review: 'Branded' Is An Incomprehensible Sci-Fi Mash-Up That Thinks It's Much More Clever Than It Actually Is

  • By Drew Taylor
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  • September 10, 2012 3:55 PM
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The trailers for “Branded” promise a kind of the-world-is-not-what-it-seems science fiction head-turner in the vein of “The Matrix,” with an emphasis on the cultural fixation around name brands. They tantalizingly teased: What if, instead of giving you pleasure, those same brands were feeding off of you, in the most vile and sinister ways? Well, it turns out that the movie isn’t really about that. Instead, it’s about that and a whole bunch of other stuff, with filmmakers too undisciplined and untalented to either synthesize those ideas into a coherent plot nor the technical proficiency to pull it off with any kind of “well, at least it looks cool” finesse. The result isn’t just a muddled, unfocused, bloated mess - it’s a boring muddled, unfocused, bloated mess.

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