Bargains aren’t the only thing to hunt this holiday season.
Black Friday, a holiday phenomenon that has its roots in America but has since spread across the world, fills shoppers with a mix of excitement and greed, while for the poor retail workers, it’s just pure dread. Casey Tebo’s goofily gory horror comedy takes that dread and turbocharges the seasonal stress with a holiday cocktail of alien invasion, zombification and body horror.
Thanksgiving night at We Love Toys turns into a fight for survival when an alien parasite turns rabid Black Friday shoppers into monstrous creatures. Leading the ragtag group of disillusioned employees is Ken (Devon Sawa), a seasoned worker with a chip on his shoulder, and Jonathan (Bruce Campbell), the bumbling store manager trying to keep things under control. Marnie (Ivana Baquero) brings energy and resilience to the team, while Archie (Michael Jai White) adds a layer of toughness—though his talents are often squandered amidst the chaos. Together, they must navigate the nightmarish onslaught of infected shoppers and try to make it out alive.
The cast, as you’d expect, really brings the fun to proceedings even when the pacing falters. Bruce Campbell, as store manager Jonathan, is the perfect choice for this kind of movie, bringing just the right amount of weary charm and a sardonic touch. Devon Sawa grounds the film with his portrayal of Ken and seems to be channelling his inner Mel Gibson with a knowing gruffness, while Ivana Baquero adds some much-needed liveliness as Marnie. Michael Jai White’s Archie is underused, but his presence still lends an extra shot of action to the group dynamics.
Yet, for all its potential, Black Friday doesn’t entirely stick the landing. It leans a bit too hard on familiar tropes, and some characters remain frustratingly one-dimensional. There are moments where the story hints at exploring things in more—the pressures of the retail world, the absurd lengths people will go for a sale—but it never quite digs deep enough and the dynamic between the customer and retail staff never really gets fleshed out once the flesh consuming aliens take hold. There’s a frustrating lack of exposition around what’s actually going on and while that plays well for the characters, it does leave the audience a little adrift. Still, there’s something to be said for a schlocky comedy horror that’s willing to take time to explore character dynamics instead of rushing headlong into the next effects extravaganza and the fact we’re dealing largely with practical effects rather than patchy CGI means that the goop and grisliness are easy on the eye.
While it may not hit all its sales targets, Black Friday manages to be a fun, gory ride for horror fans. Funny when it means to be and gruesome where it needs to be, it might not make full use of its talented cast or brimming-with-potential concept, but it rings up enough laughs and frights to make it worth a watch. The annual commercial carnage is still in search of its definitive cinematic horror depiction but there’s enough here – especially for anyone who’s ever endured the madness of holiday retail firsthand – to bring a chill to the festive season.
