New Movies: ‘Wake Up’ Review: An Eco-Protest in an Ikea-Style Showroom Gives New Meaning to ‘Direct Action’
- dailyentertainment95
- 4 hours ago
- 10 min read
Why it is the topic trending:
Review of a New Film: This article is a review of a newly released or soon-to-be-released film, "Wake Up," making it a trending topic for those interested in new movies, particularly within the horror/thriller genre.
Intriguing Premise: The film's plot, involving eco-protestors encountering a violent security guard in an Ikea-like store, is a unique and potentially controversial premise that can generate discussion and interest.
RKSS Connection: The film is made by RKSS, the filmmaking collective known for cult hits like "Turbo Kid" and "Summer of '84," which creates anticipation and interest among their fanbase and genre enthusiasts.
Social Commentary: The review touches upon the film's potential commentary on "woke" culture and performative activism, which can spark debate and make the review relevant in current social discussions.
Film Festival Buzz: The review mentions the film being featured in several film festivals (Fantasia, Sydney, Fantastic Fest, Sitges), indicating it has garnered attention within the festival circuit.
Overview:
This review by Peter Debruge in Variety discusses the film "Wake Up," a horror-thriller from the Canadian filmmaking collective RKSS. The movie centers on a group of young eco-activists who vandalize a store reminiscent of Ikea as a form of protest, only to encounter a psychopathic security guard who turns their act of vandalism into a deadly hunt. The review highlights the film's blend of slasher elements with dark humor and potential social commentary on activism. While praising its tight pacing and stylish execution, the reviewer points out some weaknesses, particularly in the activists' lack of ability to fight back effectively against the killer.
Detailed Findings:
Premise: Six young eco-activists target a store called House Idea (similar to Ikea) for a protest, but their plans go awry when they encounter a berserk security guard.
Genre Blend: The film is described as a "wicked English-language thriller" with slasher elements, being much bloodier and less pretentious than a similar art film, "Nocturama."
Activist Portrayal: The activists are portrayed as well-intentioned but underprepared and somewhat foolish "Gen Z posers" who use their convictions as a pretext to cause trouble.
Antagonist: The security guard, Kevin, is depicted as a hulking, emotionally stunted "primitive hunting" enthusiast who quickly escalates the situation to extreme violence.
Plot Progression: What starts as a paintball fight in the store's cafeteria quickly turns deadly when Kevin begins hunting and killing the activists. The rest of the film focuses on their attempts to survive.
Social Commentary (Potentially Cynical): The reviewer suggests the film might offer a cynical take on the "woke" movement and performative activism, potentially serving as a "grisly comeuppance" for those impatient with such forms of protest.
Pacing and Style: The film is praised for its tense, tight pacing and stylish execution, running at a brisk 80 minutes.
Humorous Elements: The review mentions "playfully absurd challenges" and a running joke about the difficulties of assembling flat-pack furniture, adding a layer of dark humor.
Weakness in Protagonists' Agency: The reviewer criticizes the lack of opportunity for the activists to effectively fight back against the seemingly overpowered killer.
RKSS's Future: The review alludes to rumors of a rift within the RKSS collective, hinting at uncertainty about their future.
Key Takeaway:
"Wake Up" is a fast-paced and violent horror-thriller that uses a topical premise of eco-protest to deliver a darkly comedic and potentially cynical slasher film, though it suffers from a lack of agency for its protagonist victims.
Main Trend:
The main trend reflected in this review is the Continued Exploration of Socially Relevant Themes within Genre Films, where horror and thriller genres are increasingly used as vehicles to explore and critique contemporary social and political issues, in this case, environmental activism and potentially "woke" culture.
Description of the trend (please name it):
The Socially Conscious Genre Mashup describes the growing trend in filmmaking of blending established genre conventions (like horror, thriller, or science fiction) with narratives that directly engage with current social and political themes. This approach allows filmmakers to entertain audiences while also prompting reflection and discussion about relevant issues. In the case of "Wake Up," the film uses the slasher format to explore themes of environmental activism, the perceived effectiveness or performativity of such actions, and potentially a more cynical commentary on contemporary social justice movements. This trend caters to audiences who seek more than just escapism from genre films and appreciate narratives that offer a critical lens on the world around them.
What is consumer motivation:
Consumer motivation for watching a film like "Wake Up" might include:
Genre Enjoyment: A desire to watch a horror or slasher film for thrills, suspense, and visceral entertainment.
Intriguing Premise: The unique and timely setup of eco-protest gone wrong in an Ikea-like setting could pique curiosity.
RKSS Fanbase: Fans of the filmmaking collective's previous work may be drawn to their latest project.
Social Commentary Interest: Viewers interested in films that explore or satirize social issues might be intrigued by the potential commentary on activism.
Short Runtime: The film's brief 80-minute runtime might appeal to those looking for a quick and impactful viewing experience.
What is driving trend:
Several factors are driving the trend of socially conscious genre mashups:
Audience Demand for Relevance: Contemporary audiences often seek entertainment that resonates with their understanding of the world and current events.
Filmmakers' Desire for Meaning: Filmmakers may want to use their platform to explore social issues and spark dialogue.
The Blurring Lines Between Genres: Modern audiences are often more open to genre blending and films that offer a mix of entertainment and social commentary.
Cultural Conversations: Films that tap into ongoing cultural conversations and debates can generate more buzz and engagement.
What is motivation beyond the trend:
Beyond the specific trend, the underlying motivations for consuming films like "Wake Up" include:
Desire for Thrills and Suspense: The core appeal of the horror and thriller genres.
Entertainment and Escapism: Seeking a form of entertainment that can be both engaging and a distraction from everyday life.
Curiosity and Novelty: An interest in seeing unique and unconventional narratives.
Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle):
The review doesn't explicitly define the target audience for "Wake Up," but we can infer some characteristics:
Age: The reference to "Gen Z posers" suggests the film might be targeting or at least feature characters from this age group. The reviewer's mention of those "impatient with what can sometimes seem like performative acts of protest from the younger generation" implies a broader adult audience who might have opinions on youth activism.
Gender: The review doesn't suggest a specific gender preference for the film, implying it might appeal to a broad audience interested in the horror/thriller genre.
Income: There's no direct mention of income level. However, the fact that it's being reviewed in a major industry publication like Variety suggests it's intended for a fairly wide release or at least distribution through platforms accessible to a general audience.
Lifestyle: The film's themes of activism and its potential satirical take on "woke" culture might appeal to individuals who are engaged with social and political discussions, regardless of their specific stance. Fans of independent horror films and those who appreciate a blend of genres with social commentary would likely be interested.
Conclusions:
The reviewer concludes that "Wake Up" is a tense, stylish, and darkly humorous slasher film with a topical premise and potential social commentary, though its protagonists lack the ability to effectively fight back. It's seen as a fun and wicked thriller that delivers on its genre elements while potentially sparking debate about its underlying themes.
Implications for brands:
Film Distributors: Need to carefully position and market "Wake Up," highlighting its genre elements, RKSS's involvement, and its potential for social commentary to attract the right audience.
Streaming Platforms: If the film is picked up by a streaming service, they should consider its niche appeal and target marketing towards horror fans and those interested in socially relevant genre films.
Merchandise and Licensing: The unique setting (Ikea-like store) could potentially lend itself to creative merchandise opportunities, albeit with a dark and satirical edge.
Implication for society:
Reflection on Activism: The film could prompt discussions about the nature and effectiveness of different forms of activism, as well as perceptions of younger generations and their engagement with social issues.
Catharsis Through Genre: For audiences who may feel frustrated or impatient with certain aspects of contemporary activism, the film's "grisly comeuppance" might offer a form of dark catharsis (though the reviewer acknowledges the timing might be sensitive given current events).
Implications for consumers:
Genre Entertainment with Potential Depth: Consumers looking for a fast-paced horror-thriller might find "Wake Up" entertaining, while those interested in social commentary may appreciate its underlying themes.
Potentially Divisive Content: The film's potentially cynical take on "woke" culture could be divisive, appealing to some while alienating others.
Implication for Future:
The success of films like "Wake Up" could encourage more filmmakers to explore socially relevant themes within genre filmmaking, leading to a continued diversification of content and potentially more thought-provoking horror and thriller films.
Consumer Trend (name, detailed description):
The Darkly Satirical Genre Engagement: A segment of the audience is increasingly drawn to genre films (especially horror and thriller) that employ dark humor and satire to comment on social and political issues. This trend reflects a desire for entertainment that is both thrilling and intellectually engaging, offering a critical and often cynical perspective on contemporary society.
Consumer Sub Trend (name, detailed description):
The Cult Film Appreciation: Fans of filmmaking collectives like RKSS and independent genre films with a distinct style and unconventional narratives form a dedicated sub-trend. These viewers actively seek out unique and often more extreme or darkly comedic films that deviate from mainstream offerings.
Big Social Trend (name, detailed description):
The Generational Divide in Social Activism Perception: There are often differing views and perceptions across generations regarding the methods, effectiveness, and motivations behind social activism. "Wake Up" potentially taps into this divide by presenting a critical portrayal of young activists.
Worldwide Social Trend (name, detailed description):
Global Rise of Social and Political Awareness in Media: Across the world, media of all forms, including film, is increasingly reflecting and engaging with social and political issues, indicating a global trend towards more socially conscious storytelling.
Social Drive (name, detailed description):
The Drive for Social Commentary Through Art: Throughout history, art has served as a medium for social commentary and critique. The trend of socially conscious genre films reflects this ongoing drive, using popular entertainment formats to explore and challenge societal norms and beliefs.
Learnings for brands to use in 2025 (bullets, detailed description):
Understand Niche Audiences: Recognize the existence and potential of niche audiences who appreciate genre films with specific styles or thematic content, like RKSS fans or those interested in dark satire.
Consider Social Relevance (with Caution): While incorporating socially relevant themes can attract attention, brands need to be mindful of potential sensitivities and ensure their approach is thoughtful and not overly exploitative or offensive.
Embrace Unique and Unconventional Ideas: "Wake Up" highlights how a unique and somewhat provocative premise can generate interest and discussion, suggesting that brands might benefit from embracing more unconventional creative concepts.
The Power of Brevity: The film's short runtime is noted positively, reminding brands that concise and impactful storytelling can be effective in capturing and holding audience attention.
Strategy Recommendations for brands to follow in 2025 (bullets, detail description):
Targeted Marketing for Niche Films: For films like "Wake Up," marketing efforts should be highly targeted towards genre enthusiasts and fans of the creators, utilizing online communities and platforms that cater to these audiences.
Highlight Unique Selling Propositions: Emphasize what makes a film stand out, whether it's the creators, the unusual premise, the blend of genres, or the potential for social commentary.
Engage in Social Conversations (Responsibly): If a film touches on social issues, be prepared for and engage in related discussions responsibly, being mindful of diverse perspectives.
Consider Short-Form Content: Explore the potential of shorter, impactful films or series that can capture audience attention in a crowded content landscape.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified):
The review of "Wake Up" exemplifies the ongoing trend of genre films incorporating socially relevant themes, often through a darkly satirical lens, to engage with contemporary issues and entertain audiences simultaneously.
What brands & companies should do in 2025 to benefit from trend and how to do it:
Film studios and distributors should be open to backing genre films that tackle social issues in innovative ways, as these can resonate strongly with audiences looking for more than just superficial entertainment. They should support filmmakers with unique visions and be willing to take risks on unconventional narratives. Marketing campaigns should highlight the specific elements that make these films stand out, whether it's the social commentary, the genre blending, or the filmmakers' unique style. By embracing this trend, the industry can cater to a wider range of tastes and create films that are both entertaining and thought-provoking.
Final note:
Core Trend:
Name: Socially Infused Genre
Detailed Description: The core trend is the increasing integration of contemporary social and political themes into established genre filmmaking, particularly horror, thriller, and science fiction, to create narratives that are both entertaining and relevant.
Core Strategy:
Name: Thematic Genre Storytelling
Detailed Description: The central strategy involves crafting genre narratives that are intentionally designed to explore and comment on specific social issues, often using allegory, satire, or direct engagement.
Core Industry Trend:
Name: Genre Blending with Purpose
Detailed Description: The industry trend is a move towards more purposeful genre blending, where the combination of genres serves to enhance the social commentary or thematic exploration of the film.
Core Consumer Motivation:
Name: Engagement Beyond Escapism
Detailed Description: Consumers are increasingly motivated to watch genre films that offer more than just escapism, seeking entertainment that also provides intellectual stimulation, social commentary, or a fresh perspective on relevant issues.
Final Conclusion: "Wake Up" serves as a prime example of the current trend in genre filmmaking where social commentary is interwoven with traditional genre elements, suggesting a continued appetite among audiences for films that are both thrilling and thought-provoking.
What Movie Trend film is following (name of the trend, summary):
Trend Name: Socially Conscious Slasher
Summary: "Wake Up" clearly follows the trend of the "socially conscious slasher" film, where the conventions of the slasher genre are used to explore or satirize social issues. In this case, the film uses the premise of an eco-protest gone wrong to potentially comment on the nature of activism, generational differences, and perhaps even a cynical view of certain social movements.
Recommendations for film makers (with bullets, detail with text after bullets):
Find a Unique Angle: When blending social commentary with genre, strive for a fresh and original perspective. "Wake Up"'s Ikea-like setting for an eco-protest gone wrong is a unique hook.
Balance Genre with Message: Ensure that the social commentary enhances the genre elements rather than overshadowing them. The film should still deliver on the thrills and suspense expected from a slasher.
Consider the Tone: Decide on the desired tone, whether it's satirical, critical, cautionary, or something else. "Wake Up" seems to lean towards dark satire and cynicism.
Develop Compelling Characters (Even if Flawed): While the activists in "Wake Up" are portrayed as somewhat foolish, they still need to be engaging enough for the audience to invest in their survival (even if the film ultimately subverts that expectation).
Recommendations for movie industry (with bullets, detail with text after bullets):
Support Diverse Voices and Perspectives: Encourage filmmakers with different backgrounds and viewpoints to explore social issues through genre filmmaking, leading to a wider range of stories and perspectives.
Market Thematic Connections: When marketing films with social commentary, highlight these connections to attract audiences who are interested in more than just surface-level entertainment.
Be Prepared for Discussion and Debate: Films that tackle social issues can often spark debate and discussion. Be prepared for a range of reactions and interpretations from audiences and critics.
Recognize the Potential for Cult Followings: Films that blend genre with strong social commentary can often develop passionate cult followings due to their unique and thought-provoking nature.
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