ABOUT THE FILM
A playful satire about what women confront the moment they discover they're pregnant: a complex economic system engineered to capitalize on birth and toddlerhood - all of which makes it shockingly easy to forget the simple wonder of creating a life.
Jasmine, a mid-thirties career woman, runs into a supermarket to pick up a few
things for a dinner celebrating her office promotion. She enters the market, sneaks an olive, and suddenly finds herself in an alternate universe where she is magically pregnant.
Trapped in a market stocked with bizarre baby products and other absurdities, she meets a quirky cast of characters, all of who have their own philosophy on how to approach parenthood. Jasmine tries to escape the barrage of unsolicited information, products, opinions and medical advice thrown at her but her only way out is by looking inside herself.
MAKING A DIFFERENCE
SuperMarket is Mitrani's short directorial debut which combines real life experiences with magical realism that together resemble the absurdities of the pregnancy industry. The documentary, The Business of Being Born, by Ricki Lake was one of the more recent significant films to address similar issues.
I recently read a commencement speech by Steven Soderbergh and he mentions Douglas Rushkoff and how time is less linear but more circular with all this digital information happening now. We all seem to be sufferingfrom called "Present Shock", the title of his book. And this quote reminds me of the feeling we get when we are bombarded with information after we decide to have a child in today's world.
“When there’s no linear time, how’s a person supposed to figure out what’s going on? There’s no story, no narrative to explain why things are the way they are. Previously distinct causes and effects collapse into one another. There’s no time between doing something and seeing the result, instead the results begin accumulating and influencing us before we’ve even completed an action. There’s so much information coming from everyone, from so many different sources that there’s simply no way to trace the plot over time.”
This hum of information, all the do's and don'ts, because now we have more information at our fingertips left me with more anxiety than enthusiasm for a long time when we decided to have a child. Later I discovered there are little right answers, only my gut. Go with your gut. Enjoy the film.
If you want to know why a rhinocerus, read The Rhinocerus by Eugene Ioneso.
SuperMarket has partnered with Killer Impact, a division of Killer Content, and together they are developing a social impact campaign. The public discourse between activists and organizations will ignite the conversation on prioritizing the kind of change that needs to be made aside from the simple and smart advice of trusting ourselves more. By engaging viewers with artistic films that have social themes, we are providing a creative tool for a diverse audience to start bringing about meaningful change.
OUR KICKSTARTER CAMPAIGN