There are a lot of reasons why “Air,” the sensational new movie starring Matt Damon and directed by Ben Affleck, is being consumed by audiences with eager pleasure. It’s the rare …
, is being consumed by audiences with eager pleasure. It’s the rare drama for adults these days that people actually want to see in a movie theater . And that’s no random triumph. “Air,” based on the true story of Nike, Michael Jordan and the man who brought them together, is full of juicy inside talk about money and sports and celebrity and what agents and marketing executives actually do. In that way, it has the qualities that defined both “Jerry Maguire” and “Moneyball.
The film is a catchy ’80s period piece, though not because it says, “Yo, check out the ’80s details!” Rather, it’s because Affleck, who is such a casually ace director, the kind who gets everything right but doesn’t let you see the sweat, creates a 1980s texture that’s just there, at once slick and frowsy and lived-in, enveloping the characters and defining how they think.
Jordan doesn’t care much for Nike. He’s an Adidas man, and Nike doesn’t have a lot of money to offer star athletes for endorsements. So why on earth would he sign with them? What Sonny understands — it’s what Don Draper understood on “Mad Men” — is that you can’t have a great marketing concept if it isn’t supported by a dream.
“Air” touches the moment that these forces began to gather steam in the culture. The film is set in 1984, when advertising had entered its high renaissance era of knowingness , so it’s not as if this was the Stone Age of corporate branding. Yet what the movie is about is how Sonny, even as he’s out to make the deal of the century, roots his quest in the human dimension of what he’s doing. He has figured out a way to invest branding with.
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