Don't be seduced by the first ostensibly nice guy you meet on vacation. Don't approach an airport's ticket counter without going through the contents of your bags. In other words, don't be a fool. In other words, Bobby is a lot like the many actual Hollywood directors who manage to get steady work even when their movies make a strong case for a career change. Instead, it's a movie about people so enraptured by movies that they' ll do anything to be in one.
Gimmicks can be quite useful in the absence of an actual plot, sympathetic characters or a brain.
Let's just say the film's cartoon-character logo is plenty appropriate on the maturity meter. The content meter, however, is another story. Morgan J. Freeman's second film may drag its feet, but at least it doesn't drag us through the soulless dreck that passes for Big Fun this summer.