Review: ‘Diring’

The novelty-obsessed advertising industry and society's perpetual fixation on hipness are caustically satirized in "Diring," a feature debut for Lithuanian helmer Ignas Miskinis, a former adman himself. Offshore distribution for pic looks unlikely, although prospects for fest pick-ups are not entirely dire.

The novelty-obsessed advertising industry and society’s perpetual fixation on hipness are caustically satirized in “Diring,” a feature debut for Lithuanian helmer Ignas Miskinis, a former adman himself. This Baltic-made broadside scores a few rueful laughs and looks slick, but it might have bit harder with a tighter, more original script. Offshore distribution for pic looks unlikely, although prospects for fest pick-ups are not entirely dire.

Handsome enigma Jura (Dainius Gavenonis) knocks boots with glam ad exec Diana (Neringa Varnelyte) in a casino toilet. Afterward she takes him to her company party. There, Jura tells Diana’s main business rival, Dilde (Juozas Gaizauskas), he’s working on “diring” (a nonsense word), something that’s “more than a brand.” Thinking diring, whatever it is, will be the next big thing in marketing, Dilde and his minions lock Jura in their studio and pitch to some terse, creepy clients who approve a multimedia campaign. Commercials director Maksas (Simonas Askelavicius) tries to make an ad starring Jura, but is hampered by fact no one knows what they’re selling. Various subplots mesh roughly together for a violent, twist-laden last act that’s predictable but still engaging. Craft contributions are pro.

Diring

Lithuania

Production

An Art Box production, in association with the Lithuanian Republic's Cultural Ministry and the Lithuanian Republic's Culture and Sport Fund. (International sales: Lithuanian Film Centre, Vilnius, Lithuania.) Produced by Kestutis Drazdauskas, Ieva Rorviliene. Directed by Ignas Miskinis. Screenplay, Mantas Gimzauskas, Miskinis.

Crew

Camera (color) Rolandas Leonavicius; editor, Paulius Zavadskis; music, Eimantas Belickas, Meinardas Brazaitis; production designer, Jurgita Gerdvilaite; costumes, Agne Rimkute. Reviewed on DVD, London, June 14, 2006. (In Cannes Film Festival -- market.) Running time: 95 MIN.

With

Dainius Gavenonis, Neringa Varnelyte, Juozas Gaizauskas, Ramunas Cicenas, Leonardas Pobedonoscevas, Edita Uzaite, Dalius Skamarakas, Aldona Vilutyte, Simonas Askelavicius.
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