Perspective: “Air,” “BlackBerry,” “Flamin’ Hot” and other corporate-brand biopics are having their (inevitable) moment
— as rich fodder for allegories about vision, ambition, hubris and human frailty. Despite the ubiquity of their subjects’ companies, however, the resulting films did not do well with audiences, with David Fincher’s “The Social Network,” about Facebook founder Mark Zuckerberg, being a notable exception. The filmmakers behind the current crop of corporate biopics are counting on their audience’s emotional attachment, not to executives but to the products themselves.
“When you’re trying to break in, especially writing feature [spec scripts], you’ve got to catch someone’s attention with the log line,” he explained over lunch in Beverly Hills in March, “and [‘Air’ is] one where you can just say, ‘This is the Air Jordan story’ and that’s it.” Still, as these narratives enter the public consciousness as objective history, they can’t help but slip into mythology. As some observers have noted, Nike proposed the profit-sharing idea before Deloris Jordan insisted on it; an investigative story in the Los Angeles Times suggested that Montañez wasn’t as instrumental in the development of Flamin’ Hot Cheetos as “Flamin’ Hot” suggests.
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