The comedy Under the Influencer is a fable of identity. Tori (Taylor Joree Scorse) is a YouTuber who has built an immense following by appealing to the most frivolous interests of 13-year-old girls. But she’s becoming stale to that audience, and her popularity is tenuous. Having achieved so much success by selling a version of herself, Tori has become very invested, perhaps melded, with her screen persona. Tori is bratty, despite the shallow silliness that she trades in, and she’s ripe for a comeuppance.
Tori seeks to pivot her brand, but her audience is fickle, and she is ambushed by the treachery of two other social media stars. Since her self-confidence rises and falls with the toxicity of on-line comments, she’s at risk of implosion.
This is a glimpse into a professional social media world unknown to some of us, but writer-director Alex Haughey, having spent a year producing for a major YouTuber, knows the scene.
It looks like we’re in for a savage mockumentary until there’s major change in tone when Tori is forced to come to terms with how her own identity is so wrapped up in the validation of views and instant likes or dislikes. It turns out that Tori may not be a ditz after all – she’s just been playing one on YouTube. There’s a revelatory flashback showing how the 13-year-old Tori first dipped her toes into social media (after we have already seen what she’s become).
Taylor Joree Scorse explodes with energy as Tori, completely believable as both the superficial and the more reflective versions of Tori. Spencer Vaughn Kelly is very good as an almost mystically charismatic stranger Tori encounters.
This is the second film by Alex Haughey, whose debut Prodigy, a psychological thriller with paranormal elements, was one of the top films at the 2017 Cinequest.
Under the Influencer is topical, funny and, ultimately, sweet and hopeful. Cinequest is hosting the world premiere of Under the Influencer.