Have we made Steve Coogan an honourary asshole yet? He’s at his best playing someone despicable, and they don’t come more despicable than retail fashion billionaires, who’ve “earned” their fortunes by exploiting third-world workers and the “rules” of corporate governance. Coogan’s character, Richard McCreadie, is not a real person but is clearly inspired by the owners of Zara and H&M, both of which are running the same scheme in the real world as McCreadie does onscreen.
Having come under some scrutiny for his business practices (though not as much as he deserves), McCreadie hopes to gain some more favourable press by throwing an extravagant 60th birthday party for himself, shelling out for numerous celebrities to attend, and building a plywood colosseum in which a rented lion and McCreadie’s aides will put on a spectacle worthy of Caesar. It is all too real, this game of distraction that McCreadie plays, and having gladiator games as entertainment sets up a good parallel between the ancient Roman slaves who died in service of their emperor and the factory workers who are suffering in service of McCreadie’s business empire.
Greed’s comedic and satirical elements work well, with Coogan ably and expertly leading the way. I am sure Coogan could play this role in his sleep but he’s not phoning it in at any point. He clearly relishes the chance to play this type of character and he delivers a wonderfully over-the-top take on a selfish billionaire (though really, is there any other kind?).
But outside of the scenes featuring Coogan, Greed seems to lose its way. It felt like Greed was too ambitious. In addition to the party scenes, Greed also shows McCreadie’s early days, both in private school and as he first sets up his business, factory scenes that are filmed documentary-style at real locations featuring real workers, and a large number of side stories involving McCreadie’s ex-wife (Isla Fisher), their three kids (Asa Butterfield among them), McCreadie’s biographer (David Mitchell), and one of McCreadie’s top staff (Sarah Solemani). There’s just too much going on, and it seems impossible for one movie to combine so many disparate parts into a cohesive whole.
Undoubtedly, Greed’s failure in that regard is due to Michael Winterbottom having too much to say about the increasing divide between the rich and the poor, and it’s hard to fault him for being so ambitious. But I have to think Greed would have been more effective, both in delivering its important message and in delivering its comedy, if it had taken a more focused approach and left a few side stories (including the story featuring McCreadie’s younger self) on the cutting room floor.