A few weeks ago, I rewatched the 2001 film Josie and the Pussycats, which I loved so fervently when it first came out that I paid a boy in my sixth-grade class $6 to burn the soundtrack onto a CD for me. (I consider that act my first crime.) Critics and other theatergoers didn’t like Josie half as much, though, and the movie bombed at the box office. These critics and theatergoers were wrong. Josie and the Pussycats is a masterpiece.
SYNC-esque boy band DuJour goes missing in an untimely plane crash, the Pussycats are “discovered” by music executive Cumming and very suddenly skyrocket to pop stardom, but it turns out it’s all part of an industry-wide conspiracy in which Cumming and fellow exec Posey are hiding subliminal messaging in music to control what teenagers buy. Mr. Moviephone does the subliminal messaging voice! It’s all very 2000s.
All the focus on consumerism means the film’s peppered with images of shopping bags, Coke cans, Target targets, and Starbucks mermaids. The excess is purposeful, but somenoted the onslaught of brand images were still annoying in 2001, satirical or not. Nearly two decades later, though, it’s kind of fun to revisit the once-ubiquitous Steve Madden shopping bags, even if it mostly reminds me of fighting with my mom over a pair of overpriced platform boots.
Now the malls are dying. Tower Records is gone. Steve Madden has both gone to jail and gotten out of it. The Starbucks guy nearly ran for president. Rosario Dawson’s dating a guy who’s running for president., which had a pivotal scene in the film, has been canceled and uncanceled, then canceled and uncanceled again. The last two decades have been wild.’s genius and enduring quality lies.
Subliminal messaging is everywhere, perhaps even more so in 2019, when ads blink at you next to every article you read online and emails about Your Perfect Weekend Jean making your phone buzz. Bureau of Labor Statistics
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