Valentine’s Day is, for better or worse, a film that cannot fail. Almost every aspect of this financial venture is loaded with a studio’s various and unyielding attempts at success insurance. With a wholesome message, a well timed release date and the celebrity pulling power of over sixty Boeing jet engines, it’s hard to imagine Valentine’s Day doing anything other than phenomenally well in the box office.
I can, of course, accuse Valentine’s Day of these things because I am definitely not part of its targeted demographic. There is a tendency for the camera to move away from the action, on numerous occasions, in order to employ imagery that is quintessentially unnecessary for the progression of the film’s plot or the relaying of any kind of image that compounds or contextualises any event that may be going on within it. What we are given in these instances is cute. Just cute. At any moment you could find yourself looking at either two toddlers awkwardly kissing each other, a baby, two attractive, rich, Caucasian blondes canoodling in a park, or even a rose petal floating atop a river as a family of ducklings and their mother swim past it. As a consequence of this, I’m lead to believe that Valentine’s Day is aimed squarely at the faces of the fairer sex. It’s a chick flick, and it fulfils its brief well.
And why shouldn’t it? You signpost a product as being targeted at women and suddenly your market is half the population. Score. Aside from this, lip-service is paid to racial, sexual and gender equality throughout to widen the market. George Lopez is of particular note, playing the funny, slightly-poorer-than-the-rest-of-the-cast, world-wizened Mexican immigrant. I wouldn’t bring it up if George Lopez was simply ethnic and present, but the script is full of reminders of the fact that he is ethnic and present. We apparently have to be reminded.
This isn’t to suggest that this is a bad movie, however. For a film that juggles around as many subplots as it does given the extensive cast list, everything is tied off very neatly and satisfyingly. It also showcases a specifically modern kind of comedy. The standardised slapstick is there, but much of the dialogue is characterised by a kind of oddball social awkwardness pulled from the likes of The Office and Arrested Development. It’s slightly more contemporary in style than you might expect from something that’s advertised as a more classical kind of romantic comedy. And, more importantly, it’s quite funny, and I’m unable to claim that I didn’t enjoy it.
However, in spite of Valentine’s Day’s strengths, I must here address anyone thinking of seeing it directly: are you so lacking in imagination as to actually consider taking a loved one to a film named after the event that you are so lacklustrely and dutifully attempting to celebrate? Why not ask your partner what they want to do for the day, or even if they care to make much of a to-do over the whole affair, or, better yet, why not figure out something you’ll both get some kind of mutual enjoyment out of? Maybe you could buy them their favourite sandwich or that shiny thing you saw them eyeing up in that store last Saturday. That one they pointed to saying, “Doesn’t that look nice?” as their eyes widened as if to scream, “Purchase! Purchase it for me!”. Failing that, just give them a cuddle and tell them they’re appreciated, and don’t take them to a generically titled film, which will only serve to highlight your own laziness.










