A morality tale about a piratical fast-fashion clothing entrepreneur, Greed takes occasional stabs at comic grotesquerie. Each time, though, it’s brought back to earth by an insistent docudrama seriousness. That uneven mixture of tones, not to mention its easy and somewhat restrained shots at obvious targets, keeps writer-director Michael Winterbottom’s film from achieving the Felliniesque excess it strives for.
Steve Coogan plays the discount billionaire villain as a more malevolent variation on the smarmy selfish bastard he’s polished to a sheen in Winterbottom’s The Trip films. Sir Richard McCreadie, nicknamed “Greedy” by the tabloids, is one of those modern wizards of financial shell games who spin fortunes out of thin air, promise, hubris, and a particularly amoral strain of bastardry. He made his billions as the “king of the high street,” peddling cheap, celebrity-touted clothing through H&M and Zara-like chain stores. Now somewhat disreputable, having been hauled before a Parliamentary Select Committee to investigate the bankruptcy of one of his chains, the tangerine-tanned McCreadie is stewing in semi-exile on Mykonos.
While McCreadie plans an extravagantly tacky Gladiator-themed 60th birthday for himself featuring togas and a seemingly somnolent lion, the film skips back in time episodically to show how this grifter made his billions. Although specifically inspired by the life of Philip Green, the billionaire owner of Top Shop (and who was also investigated by Parliament for the bankruptcy of one of his brands), Greed is meant as a broader indictment of global capitalism’s race to the bottom. Cutting back from the somewhat bored birthday bacchanal—Winterbottom does a good job illustrating the wallowing “is this all there is?” dullness of the ultra-rich lifestyle—the film shows McCreadie’s ascent from Soho clothing-mart hustler to mercantilist wheeler and dealer leveraging a string of tatty bargain emporiums into a fortune.
Linking the flashbacks about McCreadie’s up-and-comer past to his bloated and smug present is Nick (David Mitchell), a weaselly hired-gun writer researching an authorized biography and hating himself for it. Thinking he’s just slapping together an ego-boosting puff piece, Nick inadvertently comes across the secret to McCreadie’s success: the women hunched over sewing machines in Sri Lankan sweatshops earning $4 a day to produce his cheap togs. The Sri Lanka connection also provides the film with its only true hero: Amanda (Dinita Gohil), another of McCreadie’s self-hating assistants, but the only one who ultimately does anything about the literal and metaphorical casualties generated by her boss’s avarice.
With McCreadie as a big shining target, Winterbottom uses him to symbolize an especially vulgar manifestation of jet-set wheeler-dealers who imagine their wealth has freed them from limitations on taste and morality. That means giving McCreadie massive snow-white dentures, having him yell at the lion he’s imported sending him storming out on the beach to yell at the Syrian refugees he thinks are spoiling the backdrop for his party. He’s the kind of man who, when his ex-wife (Isla Fisher) calls him out for cheating by using his phone to look like he’s reciting classical poetry by heart, shouts proudly and unironically, “BrainyQuote!”
Greed isn’t a subtle satire. But, then, what’s the point of going small when the target is the entire global clothing supply chain, as well as the consumerism and celebrity worship (“adding a bit of sparkle to a $10 party dress,” as McCreadie puts it)? Despite his deft ability to authentically inhabit numerous geographical spaces without condescension (the scenes in Sri Lanka feel particularly organic), Winterbottom often has a harder time summoning the kind of deep, gut-level emotions needed to drive home an angry, issue-oriented comedy of this kind. But even though he isn’t able to balance buffoonery and outrage as effectively as Steven Soderbergh did with his Panama Papers satire The Laundromat, Winterbottom at least knew to pick a big enough target that it would be nearly impossible to miss.