Jerry Seinfeld’s directorial debut, Unfrosted, hit Netflix this month, and the reviews are decidedly mixed. The 30-minute film, masquerading as the comedic origin story of Pop-Tarts, has not basked in the acclaim some might have expected from a project helmed by one of comedy’s most recognizable names.
The Good and the Bad
The innovation behind Unfrosted lies in its goofy premise, which fictionalizes the story of how Pop-Tarts came to be, portraying it as an arms race between Kelloggs and Post. The film features Seinfeld himself as Bob Cabana, alongside comedy luminaries like Melissa McCarthy, Hugh Grant, and Amy Schumer. Despite this star-studded cast, Unfrosted fell short for many critics.
A prominent critique from The Chicago Sun-Times’ Richard Roeper called the film one of the worst films of the decade so far.
This sentiment was echoed by many who felt that while the movie aims for humor, it often lands flat. Roeper’s harsh review noted the film’s pacing issues and uneven direction style.
An Overloaded Comedy
Meanwhile, The Guardian’s Peter Bradshaw found some merit in the silliness, saying it was amiable and funny
. However, others were less forgiving. The Wrap’s William Bibbiani bluntly stated that Unfrosted is not a good film, and it’s not a funny film.
He criticized the excessive number of cameos which he believed distracted from any semblance of narrative coherence.
Spectacular Cameos
The film is dotted with numerous cameos including standout performances by Hugh Grant as Tony the Tiger and comedic moments by Jim Gaffigan and Bill Burr. Critics acknowledged these highlights but felt they were sporadic triumphs rather than a consistent thread through the movie. Bradshaw pointed to Grant’s performance as a bright spot: Grant has the film’s only consistently funny subplot.
Cinematography and Color Choices
Cinematically, Unfrosted‘s use of color and whimsical set designs were appreciated by some. The visual aesthetic aimed to evoke nostalgia while enhancing its comedic vibe, though some viewers found it distracting rather than endearing. As one critic noted, [Seinfeld’s] direction is limited to ‘point and shoot’.
Narrative Structure Issues
Narratively, the film’s structure was a point of major contention. Many reviewers noted that its pacing lagged particularly in its third act. This isn’t surprising given Seinfeld’s admission that he liked confusing his audience: “When you see any scene of it you go, ‘What is that?’ And I was very happy about that.”
No Clear Audience
Danny Leigh from Financial Times captured a sentiment echoed by others when he questioned who exactly was this movie made for. The tonal inconsistencies made it seem like a project more for Seinfeld’s own amusement rather than any specific demographic.
A Nostalgic Yet Satirical Approach
The intent behind Unfrosted, according to Seinfeld, was purely to entertain. Heidi Ray noted: “At the heart of the routine is Jerry’s absolute love for our brand.”
. The film attempts to mirror other biopic-inspired comedies like BlackBerry, yet falls short because of its exaggerated satirical lens. Critics found that while nostalgic elements were present, they often felt more like superficial trappings rather than integrated parts of a coherent story.
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