Hype is the epitome of what social currency looks like. It has zero tangible or even practical value on its own, but it has the power to create so much momentum that it can turn otherwise unassuming media into a colossal event. It is one of the few things I’ve encountered that can completely alter how I approach a given film, whether it’s a recently-released tentpole blockbuster that has everyone and their mother talking on social media, or an older classic that makes me consider how it was received at the time vs. how it is received divorced from its contemporaneous marketing. Sometimes, it leads to moments that can define an entire year, and sometimes, it becomes a disaster that defines an entire generation. This documentary, directed by Jim & Andy’s Chris Smith, covers something that wholly belongs in the latter category.
