Simon Pegg plays the part of Sidney Young, a young entertainment writer who has begun the beginnings of a career writing for a grassroots magazine that specializes in badmouthing the shallowness and superficiality of the rich and famous. He is making a career out of lampooning celebrities, although he has a desperate wish to be a celebrity himself. The movie is based on the very bizarre career of Toby Young, who also ran a small magazine in Britain called the Modern Review, which offered scathing criticism of pretty much everything imaginable, until he closed the magazine in a hail of verbal bullets with his co-editor, and then went on to a spectacularly failed career as a writer for Vanity Fair, which is pretty much the part of his life told in this movie. 

He is at first thrilled to go work for a major publication (called Sharp's Magazine in the movie), and despite active nerves he is positively beaming on his first day. He meets the chief editor, Clayton Harding (played by Jeff Bridges), who is hard as nails but who is also exactly the kind of editor he needs to be for a goof-off like Young to keep his job at the magazine. He offers little in the form of immediate acceptance of Young, but he also has what can only be described as a liberal tolerance of Young's off-the-wall antics and inappropriate behavior. 

Much of the comedy in the movie is derived from Young's misunderstanding of or indifference to the generally accepted code of public behavior and the peculiar etiquette involved in dealing with the rich and famous. But Sidney's reasons for acting in such a weird way and for giving outwardly offensive interviews is because he believes that he loathes the entire celebrity culture and, it would seem, he believes in that age-old saying  'If you can't beat 'em, join 'emand THEN beat 'em."

Complicating matters are two very different women. There is a charming, regular girl at the magazine named Alison Olsen (Kirsten Dunst) who at first is appalled by Sidney's obvious arrogance and womanizing ways, and a stunning model named Sophie (Megan Fox), who represents the celebrity culture. Needless to say, Sidney's endless attack of superficiality and stardom is a superficial lust for Sophie, the one with the look of a star.

Sophie is stunningly beautiful, it's true, but also comes across as having not a single thought rattling around in her head. Alison is a regular girl, not very interesting or attractive, but Dunst's performance makes her a real person. A relationship with her would have all the reality of a Britney Spears marriage, and yet the movie retains some level of believability because, despite how obvious this is, we also feel Sidney's pain in not pursuing her (I felt it, anyway).

How To Lose Friends and Alienate People has a pretty interesting premise and is full of honest, satisfactory performances, and although it turns into a bit of your standard romantic comedy by the third act, it has a variety of well-developed and interesting characters. Danny Huston, for example, gives us a great performance as Alison's other love interest, who pays homage to The Big Lebowski (also starring Bridges) with his ever-present White Russian, one of my personal favorite drinks. Buying Absolute and Kahlua here in China costs the equivalent of about $350, but my kitchen is never without them. 

I am looking forward to the day when Simon Pegg will branch out a little bit, because I love his films but I am completely unsure about his range. He played a serious character in Hot Fuzz, but only serious in relation to the lunacy surrounding him, and ultimately went back to being himself again, which he has pretty much been in Shaun of the Dead, Run, Fat Boy, Run, and now How To Lose Friends. He's a rising star, it will be interesting to see what else he can do.

Sentiment: positive