Back when I used to design movie posters for a living, there was an understanding among the designers and creative directors that regardless of the content of the film we were “selling,” we weren’t above lying in order to do so. The same steadfast rule held true for our trailer department as well, which is why so many trailers seem better than the film they’re representing and why all posters tend to look the same—the people behind it all are lying to you. A lot. What does all this have to do with my Vudu pick of the week?
The poster for the film At Any Price, my pick for this week, does its best to convey the promise of love, family, and general wellbeing through its use of overtly saturated colors and judicious use of Photoshop upon the actors’ faces. The film also happens to star Dennis Quaid, Zac Efron, and Heather Graham—all of whom are seen smiling and generally being beautiful—which only adds to the poster’s generic, Hollywood “charm.” Even the tagline, “How far will you go to chase a dream?” given the overall tonality of the poster seems optimistic—maybe even a touch adventurous. And yet At Any Price isn’t a studio film; it’s an independent, released theatrically by Sony Pictures Classics. So unless the studio is jumping the shark a la Miramax and She’s All That, color me confused. So I rented the film, which is available on Vudu while still in limited theatrical release.
What I got in return wasn’t a Disney Channel melodrama starring three beautiful people romping among the fields of Oklahoma (the film’s local) but rather a dark, twisted tale of a broken family trying desperately—at any price—to appear “normal.” In truth, At Any Price might be the best film I’ve seen all year. Perfect? Nope, it’s actually quite flawed, much like its characters, but what I applaud is director Ramin Bahrani’s conviction and steadfastness. You see, this is a film that lives upon the shoulders of its characters, characters who go somewhat ugly early and then spiral further out of control from there. They cannot help themselves for they know no other way. And even when redemption and humanity come knocking—well—you’ll just have to watch.
What’s all the more compelling is that this actually quite dark tale is juxtaposed against the backdrop of a shiny, pro-family Middle America. And yet our family, while appearing to fit the mold, is truly anything but. Even those who appear to be victims of other characters’ hubris are not without fault. Some even prove more ruthless than imaginable. And yet, throughout the film, everyone is smiling. Pardon me, but it is so fucked up that it messes with you as an audience member. For you find yourself liking and even rooting for the film’s “protagonists” and yet they’re not anti-heroes, they’re just pieces of shit. It’s amazing. By the end, you want so desperately for a release—any release—and Bahrani doesn’t waver. I won’t spoil the ending for you; suffice to say, there’s no Spielberg-esque hope to be found here.
I love this movie. Yeah, some of the editing is a bit choppy, and the cinematography a little network-TV, but it all seems to work at the same time. I’ve actually watched the film three times now and, honestly, I’m not sure what I’d change. I take that back, I’d change the poster—it sucks. But outside of that, At Any Price is simply fabulous.
At Any Price is available now on Vudu for rent or purchase with prices starting at $5.99 for HD quality video and sound. The film is rated R for language, sexual situations, and violence and has a runtime of 105 minutes.
