The ever-reliable pairing of director Michael Winterbottom and actor Steve Coogan hits a speed bump with Greed, the weakest movie this duo has produced.
The Winterbottom-Coogan combo has now been responsible for seven films, with such winners as the many “Trip” movies, Tristram Shandy: A Cock and Bull Story and, my personal favorite, 24 Hour Party People. When I heard they were working on a satirical film about the fashion world and the upper class, with Coogan headlining as a shifty millionaire, I said: “Sign me up!”
Sadly, the result, written and directed by Winterbottom, is a muddled mess with only a few laughs and no true sense of purpose. It starts as a sort of fictional biopic—the making of fashion mogul Sir Richard McCreadie (Coogan), who rises to power by buying up struggling clothes businesses and spinning them for dollars through bankruptcies and other manipulations. He steps on a lot of faces on his way to the top.
Problem No. 1 is there’s nothing at all surprising or engaging about McCreadie or his rise to power. Coogan portrays the character through varying ages (a couple of other actors portray him at his youngest), and he seems to be going for a mixture of Donald Trump and Coogan’s own Alan Partridge character. He sports big white teeth and a tan, not unlike a certain cranky president.
The script basically calls for Coogan to be a real asshole. We see him buying people out with no regard for their feelings, and chastising well-meaning employees in public. There’s no reason to care about this guy, whether in flashback or the present day. It would help if he were nastily funny, but few moments come off as funny, so McCreadie is basically just an unpleasant experience.
In the present, McCreadie is trying to put together a 60th birthday celebration featuring celebrities, a Roman Colosseum replica and a real lion. Celebrities tend to make a big deal of their 60th (Howard Stern not long ago threw a big star-studded bash), and maybe Winterbottom was trying to poke a little fun at those types of parties. Other than one funny joke featuring a George Michael impersonator, the whole party premise is a dud.
Toward the end of the film, Winterbottom decides the movie isn’t really a comedy about greedy jerks at all: Instead, it’s a scathing take on the fashion industry and the way it employs underprivileged people worldwide for menial sums. Well, that’s what Winterbottom apparently wishes it was. The change in tone—including a violent, WTF? ending that comes out of nowhere—reeks of desperate storytelling. It’s like Winterbottom set out to make a satire in his usual way, but then decided his film needed to be The Big Short of fashion-industry movies at the last minute.
Too bad. Coogan is almost always fun onscreen, so it’s a real task to make him a bore. Isla Fisher shows up as McCreadie’s wife, and their unorthodox relationship could’ve been the basis of its own movie, but it gets little screen time here. A subplot involving McCreadie’s biographer feels like it was supposed to be substantial, but it comes off as something that got lost in the editing room. There are other characters in this movie that suddenly appear, but the script has done nothing to justify the audience having any feelings about them.
Entertainers who work together as much as Winterbottom and Coogan do are bound to lay an egg every now and then—and Greed is indeed a stinker, but I have a feeling they will rise above and entertain again. They are already working on another movie, and I’m sure there will be a couple after that before they are done. Thankfully, none of those will contain the further adventures of Sir Richard McCreadie.
Greed opens Friday, March 6, at several valley theaters.