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There used to be a time when having your photo taken in a booth at an event and then seeing your mug on a screen outside was exciting enough. But then entered KFC and its MovieMatic machine, a film-making contraption that can light, direct, shoot, edit and post-process a 45-second commercial to be later pushed to YouTube. There are four scenes the Russian KFC diners act out, one of which includes dropping their song-playing phone inside an empty box of fries to amplify the music (it took about four views to finally grasp what was actually going down), which then leads the restaurant to become a discotheque. We get that the consumers are meant to be the stars, but we can’t help but feel the scripted, bearded, big-bellied old man is the one stealing the limelight mid-way through the spot.

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