This zesty feature is a classic take on the American Dream—for better and for worse. Does it matter that its origin story has been debunked?
, “We never set out to tell the history of the Cheeto. We are telling Richard Montañez’s story, and we’re telling his truth.”, Gonzalez is the kind of performer that can make the entire audience break into applause when she tells off the right person. And the laughs keep coming: Matt Walsh plays the perfect soul-dead boss, who never pronounces “Montañez” correctly, and Tony Shalhoub makes a fun, slightly idiosyncratic choice to play former Pepsi CEO Roger Enrico.
Putting aside the question of whether or not Montañez invented the Flamin’ Hot Cheeto, the PR debacle prompts an even more interesting one: Is the value of this story directly tied to the value of the product? In terms of dollars and cents, it’s barely a question. Hollywood prizes pre-existing IP, particularly when said IP comes with strong brand recognition—Flamin’ Hot Cheetos have
. It stands to reason that this snack’s story will sell more movie tickets than a lesser-known iteration. But to borrow a phrase from Oprah, whatis telling? What is the core of Richard Montañez’s story, if it’s not about “the history of the Cheeto?”might be—and I truly did gobble it up, from beginning to end—it also tends to hold viewers at a safe distance. Rather than get into the emotional toll of the hardships he faces, Richard’s narration sticks to wisecracks.
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