Not since The Wizard hyped up an entire generation for Super Mario Bros. 3 has a film about video games felt as naked a marketing ploy as Gran Turismo. Based on an improbable true story, the movie follows Jann Mardenborough (Archie Madekwe), a 20-something Gran Turismo fanatic who wins a Nissan-sponsored contest to race professionally. Even more improbable (and this is technically a spoiler, but hell, it’s also real life), he manages to hold his own in the racing world. The original story was already a dream marketing win for Nissan and Sony, but now the two companies can milk it once again to bolster the mythology of Gran Turismo. Don’t call it a game – it’s a driving simulator.
Cynicism aside, the Gran Turismo film, directed by Neill Blomkamp (District 9, Chappie), successfully hits every mile marker you’d expect. Mardenborough doesn’t have much support from his parents early on, but he ultimately proves them wrong. There’s an entitled rival racer from the Cobra Kai school of villainy who you can’t help but hate. And the movie sports genuinely thrilling race sequences, thanks to Blomkamp’s inventive camera work and use of visual effects. Gran Turismo even manages to get some genuinely moving performances from David Harbour and Djimon Hounsou. It’s the very definition of a crowd pleaser.
But the film also constantly reminds you that it’s meant to sell you Sony products in an alien reality where Apple doesn’t exist. No joke: One character is inexplicably attached to his Walkman cassette player, and he only moves on when he’s gifted a modern Walkman digital music player in an overwrought emotional moment. (Outside of Hideo Kojima’s Twitter feed, I’ve never seen a normal human use one of those things.) (Ed note: It’s debatable whether or not the guy who created Death Stranding is a “normal human”.)
Had Sony just relaxed a bit, the film would have seemed less like a desperate marketing ploy. But as it stands, I couldn’t help but cringe every time we encountered another moment of corporate promotional synergy. Even before we’re introduced to Mardenborough, the movie begins with a short promo reel hyping up Gran Turismo creator Kazunori Yamauchi, who spent five years developing the first game in the series. It’s the sort of over-produced clip you’d expect during one of Sony’s PlayStation Showcase events or the Game Awards – not a theatrically released film.
