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[Trailer Tracks] Dissecting the ‘Branded’ Trailer

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Movie commercials offer us a great service; they not only show us which upcoming movies look good, but also which ones to avoid. And if one looks closely, they often reveal more than intended about the film in question. In honor of this profound art, I give you TRAILER TRACKS, an examination of upcoming movie commercials: What they say, what they don’t say, and what they say on accident about the product being sold to you, the excited chump.

Today’s Entry:
Branded (Dir. Jamie Bradshaw, Alexsandr Dulerayn)

Introduction

The cold hard fact of the matter is, They Live rules and if people want to remake it with a bunch of weird tentacle porn, who am I to stand in their way?

The Setup

This trailer comes at us from a couple different directions. At first it looks like the film will track a rookie corporate douchebag as he learns to sell his soul to elder corporate douchebag Max Von Sydow. The main character’s regretful narration, however, tells us that this will only take up one part of the film. The boring part.

Pretty soon, we’re done with the boardroom stuff and knee-deep in the tentacle stuff. The problem is, I have no idea what the fuck is happening with these tentacles. We first meet long, squiggly Asian ones, but the trailer will show us many varieties. Kids, for instance have fat, slug-like, Ronald McDonald ones.

I don’t know what the tentacles do, but clearly our main character can see them while they remain invisible to the general public. The whole thing somehow involves advertising, so the tentacles are probably recording all your sexual thoughts and generating the exact Nun-Rape video it will take to separate you from your credit card information.

But then, I’m not so sure. It also appears that the tentacles break off into tentacle bubbles which rise up and join a bubbly CG monstrosity that hangs out on skyscrapers like a gooey monolith. Some of the bubbly CG monstrosities can transform like Transformers, too. So maybe they’re actually just sucking brain juice from us until they get big enough to kill everyone.

But then again, I’m not so sure. At one point two big advertisement monstrosities appear to fight each other. So maybe there are good ones and bad ones. Like, the Fox News tentacle monster has to fight the NPR billboard monster.

On top of all that, Jeffrey Tambor plays a fat and old James Bond.

The Problem

So the main guy at some point will find out the big tentacle secret shared by all corporate douchebags. But because he’s dating Helen Hunt LeeLee Sobieski, he has a conscience that keeps him from automatically seeing all this tentacle crap as awesome. Instead of falling in line, he rebels. Maybe with the help of fat James Bond, Jeffrey Tambor.

The Solution

The question is how he rebels. The trailer cuts from his story to a bunch of random tentacle action, so it’s hard to say whether or not he’ll ever walk into a bank and claim to have come to chew bubblegum and kick ass. Some plan is spoken of, but we don’t know what it is except that it involves a field of cows and going down on Helen Hunt LeeLee Sobieski.

Main characters don’t usually live through dystopic films like this, and in fact, they rarely succeed in stopping the individual, intellectualism-devouring invaders that set off the plot in the first place. I’m getting that vibe from Branded.

The big curiosity is the country imagery near the trailer’s end. Not only do we see a field of cows, but there’s one show of our protagonist riding a horse. This leads me to a somewhat radical theory of how this film will end…

See, I think after a bunch of advertisement and brain tentacle monsters take over the cities, people will be forced into rural areas. There, our main character will meet up with Jason McCord (CG’ed Chuck Connors), the hero from television’s Branded, magically come to life thanks to all this advertising mumbo-jumbo. Together with a bunch of other B&W television cowboys, Jason McCord will ride into the city and kill all the monsters. So it’s actually an adaptation of the old TV show. How brilliant is that?

Summation

This movie comes out September 7th and looks ridiculously awesome. Why isn’t everyone and their tentacle-tethered mothers talking about it? I, for one, can’t wait to find out just what kind of no good Jeffrey Tambor is up to here. I’m also 90 years old and can’t wait to see Chuck Connors on the big screen again.

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Editorials

‘Backrooms’ Lore Explained: Async Research Institute and the Complex

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Backrooms lore explained

The iconic line “If you build it, they will come” may have originally referred to a baseball field, but I’d argue that the record-breaking success of Kane Parsons’ Backrooms is proof that the line could also refer to well-crafted movies about ideas that young cinemagoers actually care about.

Yet, despite being based on Parsons’ existing ARG/Webseries, the A24-produced film is more of a standalone tale exploring the personal implications of the titular rooms rather than a traditional examination of the hard sci-fi elements present in the source material.

This less lore-reliant approach was a genius move, as the resulting film ended up being equally accessible to both existing fans and newcomers alike. That’s not to say that Backrooms doesn’t engage with the existing mythology in new and interesting ways, however, as the film heavily expands on the Async Research Institute and the cryptobiology of the rooms themselves. With that in mind, I’m diving a little deeper into these connections in order to help fledgling Backrooms enthusiasts find their way around the yellow labyrinth.

As is to be expected from this kind of article, there are major spoilers ahead, so proceed at your own risk if you’ve yet to see the movie!

Who is Async Research Institute in the Backrooms Movie?

backrooms sequel kane parsons a24

Backrooms. Courtesy of A24.

Of course, if we’re going to discuss the connections between the series and the film, a good place to start would be Async itself. The California-based Foundation plays a brief yet pivotal role in the film as outside observers that only really interfere with the main plot during the final act. While the Foundation is the main focus of the ARG, they’re mostly hinted at in the film. 

Chiwetel Ejiofor’s Clark runs into several Async-built “anomaly lures” during his exploration of the liminal space (mostly in the form of human-shaped cut-outs accompanied by audio recordings inspired by the 1977 Voyager Golden Record), as well as surveillance cameras and evidence that at least one of their agents has become trapped in the rooms – though we’ll get to this last detail later.

It’s only towards the end of the flick that Foundation agents finally show up in their iconic yellow protection suits and “rescue” Renate Reinsve’s Mary by pulling her back to “reality” through a familiar portal, though it’s heavily implied that they might not be all that concerned with her well-being.

After all, long-time fans are aware that Async has been researching the “Complex” (their official name for the Backrooms phenomenon) since at least the late 1980s, with their Threshold experiments being based on a Low-Proximity Magnetic Distortion System prototype developed by Oak Ridge National Laboratory in 1982. Unfortunately, their experiments have likely resulted in hidden portals appearing more frequently in the outside world, which consequently leads to more people accidentally “no-clipping through reality”. And that’s not even mentioning the occasional earthquake caused by unstable Thresholds!

Where the Backrooms Fits in the Original ARG Timeline

The Backrooms Lifeform horror

Kane Parsons’ “The Backrooms” horor short

Though the film takes place in 1990, the ARG’s timeline actually begins in 1996, with the original found footage upload and the ensuing research sparked by the video serving as sequels to the A24 production. Not only that, but film’s Still Life monsters (“misremembered” versions of real people who wandered into the rooms) appear to be precursors to the Lifeform from the series.

In the original videos, it’s speculated that the humanoid predator inhabiting the Complex is the result of a novel strain of hay bacillus forming a human-shaped colony, though the addition of the Still Life mythology may very well mean that the mutated hay bacillus itself is a Still Life reproduction of an existing bacteria that somehow fell into the Complex.

The film also offers us an interesting clue into the history of the Foundation when Mark Duplass’ Phil talks about how the company used to work with MRI machines. This seemingly innocuous origin for the secretive organization implies that the Complex itself might be the result of some advanced form of neural imaging – as if the Threshold is somehow opening a portal to the universe’s -or even God’s- subconscious mind.

Who is Naren Warne and Why is He Important to Backrooms Lore?

Async researches in “Backrooms” web series

One of the more direct connections between the film and the series happens to be Avan Jogia’s Naren Warne, an unfortunate Async Institute scientist who shows up in the movie’s found footage prologue. A now-deleted Discord post by Kane Parsons himself suggests that Warne was originally a part of the Missing Persons survey team that discovered a dead body taken over by “mold” (the aforementioned hay bacillus).

At some point during the expedition, Naren appears to have been separated from the rest of the team and wound up wandering alone in the Backrooms. The film opens with the desperate scientist’s VHS footage as he records his attempts to contact his superiors and is ultimately chased down by an unseen Lifeform.

While this prologue mostly serves to establish that the Backrooms contain more than empty hallways, it’s fun to see Parsons include a trail of breadcrumbs leading back to the lo-fi source material even when working on such a high-profile production.

Naturally, there are other curious connections to be found here, such as a faithful recreation of the original photo that spawned the Backrooms creepypasta in the first place, as well as audio cues harkening back to the various TikTok musical trends that often accompany liminal horror content.

However, half the fun of engaging with lore-heavy material comes from discussing theories with fellow fans, so I’d like to invite readers to comment below with your own favorite additions to the lore/references to the ARG! Just be sure to watch out for suspicious-looking furniture salesmen – especially if they’re dressed up like a pirate.

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