‘Girlfriend’s Day’: A Strange and Overlooked Valentine’s Day Noir
Hollywood had a significant transition in the 1940s, shifting from the escapist Great Depression to the brutal realism of film noir. In this genre, sharp, stylized realism took the place of imagination. Interestingly, Bob Odenkirk’s 2017 movie ‘Girlfriend’s Day’ successfully combines these disparate aspects. Although it is set against the ridiculously bizarre backdrop of the competitive world of greeting card writing, it conveys the cynicism and disillusionment of classic noir. The film’s underlying message about the commercialization of art is amplified by this premise, which makes it more current than ever even though it might seem too frivolous for noir. ‘Girlfriend’s Day’, which was ahead of its time and is now receiving the attention it deserves, is equal parts parody and homage.
We meet Ray Wentworth (Odenkirk) in this quirky 70-minute noir. Prior to his divorce, Ray was a leading author of romantic greeting cards. He finds out that the governor of California is establishing a new holiday, Girlfriend’s Day, and holding a competition for the most romantic card after losing his job. All of a sudden, greeting card firms are engaging in murder, employing thugs, and backroom negotiations in an effort to outbid one another. In the midst of the confusion, Ray feels compelled to write his best love card ever. Who will get it, though?
Image Courtesy: IMDb
Odenkirk’s portrayal deftly strikes a mix between deadpan humour and subdued melancholy, while the film’s visuals capitalize on noir’s harsh lighting and grim outlook. He is a cynical and disengaged guy, and his dishevelled appearance reflects his acceptance of a society that thrives on manufactured sentimentality.
Even though ‘Girlfriend’s Day’ has all the characteristics of classic noir, including crime, femme fatales, and dubious detectives, it flips them. As a result, greeting card companies fight for a sentimental phrase in a bizarre fever dream. The film’s sarcastic tone is enhanced by its quirky characters, such as greeting card writers who perform at a club like slam poets or a private investigator who laments the influence of the industry on his marriage. However, this ridiculousness only serves to highlight the film’s scathing critique of the commercialization of love and art.
Despite being mostly disregarded in 2017, ‘Girlfriend’s Day’ seems more important than ever. Its message about the depletion of true creativity strikes a deep chord in an era of mass-produced entertainment and immediate gratification. This strange noir-comedy mix is ready for a rediscovery, especially while independent filmmaking is flourishing and people are enjoying unorthodox movies.
–Farheen Ali
