Becker, an eccentric, yet aggressive marketing executive from Atlanta, Georgia, is sent to Coca-Cola's subsidiary in Australia to help increase market penetration and overall awareness of their soda products. While conducting his research, Becker discovers a valley community that has zero market penetration, learning that the town and it's soda industry is dominated by an older gentleman who has been making soda in his factory for decades. The Coca-Cola kid is an interesting, oddball comedic film in which Dusan Makavejev tackles American Imperialism in a comedic, almost whimsical tone. It's very comical and fun to see Becker and this old man go toe-to-toe over their business, which can be described as incredibly civil, though it's clear that they both really despise each other. Considering this is a Makavejev film, the style is quite subdued, though there are definitely instances where he uses juxtaposition and some poignant visual compositions to draw ones attention to a detail, or illustrate a point in the film visually. Eric Roberts is straight up brilliant as this head-strong exec, perfectly balancing his cocky demeanor with his more eccentric qualities. At first I wasn't sure how I felt about the romantic love interest part of the narrative, but as the film progresses, it's clear that Makavejev is simply using this as another device to help define his Socio-Economical allegory. More clever and amusing than laugh-out-loud funny, the Coca-Cola Kid is an odd, fun and interesting film which few directors outside of Dusan Makavejev could have pulled off.
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