Mr. Magorium's Wonder Emporium

Well, it’s been predicted that consumers may not be spending as much this holiday season. Not if MR. MAGORIUM’S WONDER EMPORIUM has anything to do with it. One of the most noticeable things about the film is its sheer amount of product placement in the titular toy store. There’s everything from Curious George books to Duplo blocks to Lego logs and everything in between. Unfortunately, the fact that these images are so present and memorable after the film indicates there is not much else worth remembering about it. And it’s true; aside from an annoyingly catching title and a few recognizable items, MR. MAGORIUM’S WONDER EMPORIUM is a mess of wannabe originality that seems all too familiar.

The film centers on Molly Mahoney (Natalie Portman), a twentysomething would be composer/pianist who is the store manager of Mr. Magorium’s Wonder Emporium, a magical toy store with a mind of its own. The patriarch and namesake of the shop, Mr. Magorium (Dustin Hoffman) is a 243-year-old wizardly sage of a man, delivering quirky bits of wisdom as often as he recommends toys to his customers, all of whom he seems to know. When he employs a straight-laced accountant (Jason Bateman), lovingly nicknamed “the mutant”, it becomes all to clear that Mr. Magorium is preparing the store for a big change. Whether or not the store will take it well is the question.

Everything in the film is meant to be cutsey, child-like and magical. Yet most of its quirks seem borrowed (in less than exciting ways) from other films. The store itself is nothing more than a family-friendly spin on the old haunted house, while the odd conventions in it are hardly noteworthy; there is a bottomless bag taken directly from MARY POPPINS. This is most evident, however, in Hoffman’s performance as the titular character. Mr. Magorium is probably what Hoffman would have done were he ever cast as Willy Wonka; basically, the same as Gene Wilder but with a lisp. He’s quirky with a capital “Q”. (He’s an avid shoe collector! He has a pet zebra! Look at those crazy eyebrows!) His unusual remarks are also of the clichéd, anything-can-happen-if-you-believe type. While it is nice to get affirming statements once in a while, one prefers a little variety.

The film has a nice look, even if there are flaws here and there. The store itself is wonderfully constructed, vibrantly bringing to life the sense of dizzying disorganization while retaining a classical style. The score, co-written by Alexandre Desplat and Aaron Zigman, is probably the most magical part of the entire thing, completely delightful in every way. Zach Helm, who makes his directorial debut here, has an intriguing visual sense, even if his inexperience is quite obvious at times. Moments that are potentially comedic fall flat because of odd pacing and framing. The film’s visual effects are also a problem; in a piece so full of them, it would have been wise to invest in a larger budget than those seen in made-for-TV movies.

Of course, the film is intended mainly for children, so my jaded and cynical view on life would be ill-suited to it, right? Not necessarily. The film’s insistence on trying to shape a dramatic relationship around Magorium and Mahoney is rather heavy-handed, albeit in an inspirational way. Still, the lack of action throughout much of the film will have youngsters squirming in their seats. Moments of pure excitement are few and far between and everything in between is barely involving for adults, let alone children.

MR. MAGORIUM’S WONDER EMPORIUM does occasionally leave a smile on the face, thanks mostly to the easygoing charm and natural grace of Portman, but as she’s trying to find herself, viewers of all ages will be trying to find their watches. A film like this, though hardly original, does not have to be doomed from the start if it is in capable hands. Unfortunately Helm is too inexperienced to breathe new life into tired ideas, and the film drags endlessly towards its finish. By the end, we are left in a state similar to the store itself late in the film: moody and displeased.

*/****