BMX Bandits under fire!

Although many fans of the cinema and zealots from the 80's have an unyielding respect for BMX Bandits, there are many that believe the film to be an over glorified ad campaign, with the soul intention of boosting sales of BMX bikes. Now I'm not saying it's uncommon for entertainment programs to be funded by product retailers who seek out such mediums as a catalyst to boost sales, all one has to do is look  at programs like Masterchef, or count how many American programs feature characters drinking Budweiser to know that it's a great form of funding.

So why then are films like BMX Bandits so easily discredited? Some potential sources suggest it's due to the overall corniness of the film, or that the prominent presence of the BMX bikes suffocates the narrative to such a degree, the product placement is so transparent and therefore jarring to the viewer who's cognitive function succeeds that of the average 14 year old.

Too some extent i'd be likely to agree with such opinions. The films does predominately focus on the bikes and unfortunately not much else. It's definitely not a film where you can sink your teeth into an engaging plot line that's complimented by an intricate subtextual message, but what films marketed at 14 year old are? I did find it hard to watch the whole thing through without becoming distracted, but that just might be my own inability to stay focused. It is however, slightly humorous when a website such as bicycling australia does a review of the film and deems it as nothing more than an abomination. Stating that the film  actually harmed BMX sales as it presented the product as some what of a fad rather than a cool, cultural embodiment of the 80's.

Slant magazine also has some relatively ill words to say about the film. Writer, Simon Abrams, introduction to the article starts off with a bleak take on the film influence claiming, "If I were an Australian kid and I grew up when BMX Bandits was first released theatrically in 1983, I'd probably grow up hating bicycles", not an enthusiastic approach to start with. Abrams continues in his opening paragraph to discredit the film for it's unethical use of product placement, claiming it's, "probably the most misleading feature-length commercial for a toy ever devised," and claiming, "Filmed with all the panache of a happy meal advert, the film opens with a montage sequence that sets the stage for the films real stars: BMX bikes". 

Now personally, I'm inclined to agree with Simon Abrams stance in regard to this film. It does predominately focus on the bikes, people doing tricks on the bikes and the occasional close up of a handle bar that looks more like it should be on set with Ron Jeremy that in a kids film. However, as i previously stated, lots of films use product placement in order to get funding, and allot of programs also forego good narrative structure, character motivation and general logic in order to make something fast paced, action filled and entertaining for a younger target audience, and ultimately that's what BMX Bandits does, it entertains.