Calgary International Film Festival 2012 - Mister Viral

Posted on Friday, September 28, 2012 at 09:50 AM

Review Type: Festival
Movie: Calgary International Film Festival

Mister Viral

By Troy Steinke,

There's no disputing that we live in the age of consumption. Future Utopian generations (or perhaps Aliens?) will mine our steaming post-apocalyptic trash mountains in an effort to uncover the motivation for our rampant spending habits. What they'll likely discover is what any good marketing executive already knows. Sex and blood sell. Director Alex Boothby knows this. As an agent for the marketing machine, he's had first-hand experience with commercial ad production against a backdrop of an esteemed career in film. Its no surprise then, that the satirical universe he creates in Mister Viral has an air of authenticity to it.

Mister Viral seeks to give us a glimpse into the lives of some of the key players in your typical ad agency. What begins as a seemingly innocent campaign to revive a struggling children's toy, quickly devolves into a viral media orgy. It's kind of like Mad Men with less Don Draper and more Tyler Durden and Larry Flynt. The film is filled with twists and turns, dark comedy, sex and even a piss joke for good measure. Though the script offered plenty of great characters, like so many independent productions – it may have reached just a little past it's ambitious plot. Though I credit cast and production team for bringing the film to the screen on an indy budget, I felt a simplified script may have lent more to the art direction. Also worth mentioning was the original score composed by Andrew Hunter who provided modern, well-produced music to accompany the madness on the screen. In the end I found it difficult to invest in the characters' complete lack of conscience though I appreciated the dig at the marketing world. Call me an idealist, but I'd like to believe that at some point even the internet finds enlightenment, but as the hit counts and page views continue to climb - perhaps Mister Viral will be proven right after all.