While Easter may never be referred to as a Hallmark holiday (the whole Christ resurrection thing usually trumps marshmallow Peeps), it’s not very difficult to point out the shamefully obvious marketing strategy a family flick like Hop has planned for the month of April. If Universal Pictures could assure God-fearing consumers wouldn’t scream blasphemy, the studio would’ve probably cross-promoted with candy companies to make licorice crucifixes and unleavened bread-flavored jelly beans. (Anyone wanna join me later at Denny’s for the $7.99 Last Supper?)
Actually, pay no attention to the blatant commercial hooks in Hop. They will distract you from the real problems this franticly written live-action/animated hybrid tries to bury under mountains of milk chocolate and fluffy bunny ears. The movie might keep the youngest of kiddos hypnotized by the gaudy imagery on screen, but Hop is far from hip.
In Hop, Easter is threatened when the Easter Bunny’s spoiled teenage son E.B. (Russell Brand) decides he doesn’t want to follow 4,000 years of tradition and take over for his retiring father. Instead, E.B. escapes Easter Island via an intercontinental rabbit hole (don’t scoff, it’s magic) and journeys to Hollywood to pursue his dream of becoming a rock ’n’ roll drummer.
His plan is diverted when Fred O’Hare (James Marsden mugging for the camera), a slacker with his own daddy issues and vivid Easter memories from his childhood, runs E.B. over with his car (someone please explain why Fred is freaked out when E.B. talks but not when he hits a rabbit wearing a plaid shirt) and is forced to care for the cuddly creature out of pity.
Director Tim Hill (Alvin and the Chipmunks) offers up some harmless silliness, but Hop’s script is as uninspired as an animation can get. Why is the Easter mythology so much like Christmas? Why does the villain pollito have to have a Latino accent? And why, oh why, isn’t there a Glenn Close cameo when E.B. fakes his own death by boiling a turkey? In all, avoid Hop like you would cavities and hyperglycemia.
Dir. Tim Hill; writ. Cinco Paul and Ken Daurio; feat. James Marsden, Russell Brand, Kaley Cuoco, Hank Azaria, Gary Cole, Elizabeth Perkins, Hugh Laurie. (PG)