99 francs

This is a satirical black comedy about the hedonistic excesses of the prima donnas of the advertising world. Octave (Jean Dujardin) is the king of this world, feted and pampered, idolised by his entourage, showered with drugs, women and money, his life is one long over indulgent party, punctuated by the occasional brush with reality.

He comes down to earth with a bump when his girlfriend announces that she is pregnant, but unable to deal with the consequences of this real life problem, he takes flight into even more excessively decadent diversions. More parties, more drugs, more indolence. However his body inevitably calls "time out" from this constant abuse, and when he is hospitalised with an overdose, he begins to take stock of his life.

The film is full to bursting, overflowing with creative ideas. The imaginative, highly original and sometimes shocking imagery is rivetingly good. There are psychedelic graphics, animations, dreamlike fantasies, and collages of advertising slogans and magazine clippings all used to great effect.

Billed as a comedy, there is little humour, and what there is is very dark indeed. Whilst this film excels in raw creativity and inventiveness, it lacks a story. This probably explains why there are two endings, neither of which, in my opinion, works adequately. But it doesn't really matter, as there is so much on offer visually, that I was completely transfixed.

The name of the yoghurt manufacturer "Madone" is coincidentally similar to another well-known yoghurt "Danone" but also reads in English "Mad One". A tongue in cheek parody of the absurdities of the modern world of advertising which regrettably rings true on many fronts.

A clever, thoroughly modern film, which even a grumpy old man like me could enjoy!

This movie was made like a giant advertising with very rhythmic effects and fast moving pictures. At least, it will keep the eye entertained during the whole movie but there's more in it.

It describes in a fun way what everybody knows is a sad world. Drugs, sex parties, late work hours, pretentious people, and meetings with stupid people, this is the way it works in the advertising industry.

It's a very funny criticism of advertising and the way it's made. I feared it would not do justice to Beigbeder's excellent book but in fact it's quite good.

Most of all, Jean Dujardin is very good in his role. He could be one of those mens you see working at Publicis on the champs Elysees !

Some people may not like the movie because there is a lot of sex and drug taking inside the movie. Yet, it's a good social depiction of this world. Don't go with the children's (the rating is not very explicit about the real content of the film) and enjoy yourself.

This is definitely not a mainstream movie.

If you are finding yourself ever and ever trying to go deeper in peoples minds and thoughts, this film is made for you.

If you are a creative being, such like a programmer or designer, or simply wants to know what is going on in the world of high creative common this film is made for you.

If you like psych, weired, mess people you will like this film too.

But if you are not feeling addressed now, it could happen that you will feel this movie as a waste of time.

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Have fun

The first question that comes to mind when you ear about this project is : what the hell is Jan Kounen doing as a director of such a movie ? Jan Kounen was a french talented and trendy director of the 90's, just as his friend Matthieu Kassovitz. He released "Doberman" when Kasso brought "La Haine" on french screens. But after this violent/cartoon movie, Jan Kounen had discovered Shamanism while directing his experimental trip out of (the blues) "Blueberry" and then made a documentary about inner journey and other substantial trips. "99 Francs", on the other hand is an auto-fiction by the french intellectual bobo Beigbeider, that narrates his experience as a publicist in a satirical and fashionable style. So, my question was : what's the link between this director and this book and what the hell is Jan Kounen doing as a director of such a movie ?

First, from a factual point of view, Kounen and the main and incredibly credible actor of the movie, Jean Dujardin, have them-self been publicists, and decided to take the book as a starting point, and to go on completely different directions. Beigbeder, who appears several times in the movie, agreed to this betrayal. But this critic of the advertising world isn't the best part of the movie, and only seems to be a support for more experimental journey that only drugs can give.

The character of the movie inhales himself several time a gargantuesque quantity of cocaine, unknown pills and other drugs, that makes him have gigantic visions that the movie emphases. A large parts of the movie is just a description of absurd visions, that links the cartoon and trash violence of "Doberman" with the experimental form of "Bluebberry" in the funny and cool package of a critic of advertising and a large public comedy. The best part of "99 Francs" is to me an improbable escape to the tropical forest of "Bluebberry", with Jan 'Pydjhaman' Kounen like guide. If Yan Kounen defines is movie as the "Yogourt Fight Club", the film is also near from Gilliam's more experimental and crazy works.

This movie is in a way better than the book. That does not mean much because it is obviously a subjective remark, but there is a plot you can enjoy, and enough creativity in the montage and the way the film is made to obtain an original "product". Visually it is new, and good. It is all very artistic and graphic, without hindering the scenario. You get to see the beauty of superficiality and the cold hard reality of depression and drug abuse behind excessive behaviors. It is a succession of canvases with an elaborate plot. The acting is just great (Jean Dujardin, Vahina Giocante,...), and you follow the characters into their life introspection without doubting a second of how much real they all are. Paradoxically, you will laugh. The few appearances of the author, F. Beigbeder are, you could think, to remain you of the fact that this film was inspired from a book since you tend to forget that fact and enjoy a new story. There are so much novelty in the narration that you enjoy the film with a new eye, as a new story. If you read the book, you'll find some nice reminder and an inch of novelty to adapt the film to 2007. If you have never heard of the book, you will have a nice display of the secrets of how to sell anything through commercials thanks to the advertising business. You will also get to grasp the meaningless of it all. The film is slightly political, but it does not force your judgment with subliminal messages and ready-made ideas. That way, it's always entertaining. It's sometimes a loud movie, but it's definitely worth the ticket seat. This film is truly original and provides a real cinema experience.