So you use Facebook everyday so the question arises ‘Why would I want to see a film about Facebook?’ The film in question is not Facebook: The Movie but is instead called The Social Network (2010). So what’s in a name? While the film appropriates Facebook branding, the film is much more ambitious than just a bio of a web product or its ‘producer’ albeit a very famous one. In much the same way Orson Welles used the newspaper industry to show the rise of Charles Foster Kane (aka Randolph Hearst) the Social Network appropriates the story of Facebook's rise to prominence in order signify what is new and more importantly familiar about its rise. The film does however focus on Mark Zuckerberg who is best known in the public mind as the person who “started Facebook”. However Zuckerberg is not a Charles Foster Kane figure. Indeed he could not be further from that character.
We first see Zuckerberg in what is now an iconic scene of which I suspect the script will be repeated verbatim by enthusiasts for years to come. Zuckerberg is at a table with a girl and this appears to be a date. This is like a mini version of My Dinner with Andre (1981) and it is pivotal to establishing his character. The scene works brilliantly with the camera work and the sharp editing adding great bat and ball to the dialogue. Indeed the entire film is something of a celebration of the script and a homage to the talkies over more expressive visual film making, though that has a flourish later in the film as we shall see.
Mark Zuckerberg as a person is neither good nor bad but is someone who comes in and out of focus The other characters in this Greek drama are all in Zuckerbergs orbit; Eduardo the business manager is the nearest we get to the films moral centre. Old money arrives in the shape of the Winklvevoss twins. Next up is the Svengali figure of Sean Parker (Justin Timeberlake) as the founder of Napster is the polar opposite of Eduardo. As Eduardo carries the business model around New York trying to impress advertisers Fanning is on the opposite side as he goes about enticing Angel investors. Though far from central to the film is Erica Albright played here by Rooney Mara. The film attempts to force upon her characterization that is possibly not deserved and that is the ‘Rosebud’ character that is the catalyst for the idea of Facebook. This is a reductive view of how ideas come to be and are ultimately executed they are not so much the result of individual actions but rather the product of networks.
At the centre of the Social Network is an understated court case that revolves around the question of who had the idea for Facebook in the first place? Secondly who provided the money to allow the idea of Facebook? Indeed Zuckerberg himself shared some form with the auteur's of cinema as earlier versions of Facebook had in the footer ‘A Mark Zuckerberg Production’. The success of Facebook as seen through the eyes of cinema does remind ‘new media’ of what they share in common with cinema. Like Facebook the success of a film either financially or artistically or both can lead to court cases that revolve around credits in terms of the original idea or script. The Deer Hunter provides a comparison with Michael Cimino attempting to take the sole credit for both screenplay and directing hence the ‘A film by Micheal Cimino’ in the titles. The success of Facebook as seen through the eyes of cinema does remind ‘new media’ of what they share in common with cinema.
Shawn Parker played brilliantly by Justin Timberlake comes to the film just past the central point but his presence is essential. Again to allow the film analogy to persist, Fanning is the producer of Facebook and Eduardo is a co producer while Zuckerberg attempts to gain credit as director, writer and co-producer. This is Facebook the movie.
In some quarters Mark Zuckerberg is cited as something akin to a ‘genius’ and history might record his contribution alongside other great inventors like Tim Berners Lee. This might be true but it is precisely the type of spin generated by Shawn Fanning. His entrance into the film just beyond the middle point has an electrifying effect. He plays the character like a hot shot producer, pepped up on cocaine, treating Facebook as a film in need of a good producer. In one scene we see Zuckerberg now along way from the Harvard cafe that opens the film ensconced in a night club. The sounds design is so natural you feel as if you are straining to hear their conversation above the blaring music.
Another aspect of the film is the nature of how ideas come to life in the first place. Are ideas born out of individual ‘genius’ or are they more collective in origins? Does a big bang moment arrive when the idea suddenly crystallizes? We have one such moment in a Harvard dorm where we see the origins of Facebook take place. The idea of the lone genius is often portrayed in cinema bio films of great thinkers, writers and inventors. In the main because the film wants to rush away from the boredom of idea creation and straight to the fame and fortune that the idea brings. The court case in the 'Social Network' a far cry from the drama of the English courtroom and is played out in what looks like an office hired from Regus. The battle is about money but also the idea of Facebook. Or is it both? In the sense that the idea has now taken on the cloak of intellectual property and is now indistinguishable from money.
A more interesting theme is the notion of exclusivity that informed Facebook starting as it did amongst America's top universities replete with its own class system regulated by college fraternities. The need to belong and be better connected is important. Facebook embodies a certain amount of idealism in the sense that it is a poster boy for capitalism combined with the promise that it somehow promotes democracy. The film while only deals with about two years of FB but the money quoted in billions has converted FB's idea to that of a money making machine. However the film is far from a hatchet job on Mark Zuckerberg and we are I think left with the impression of someone for whom the idea of Facebook is more important than the zillions it could earn him. He may yet become that truly American phenomenon; the huge philanthropist.
Ultimately though the film is tinged with sadness. We are whisked along by the speed of Sorkins wordplay but at the end the juggernaut pauses in frame and looks sad. Ultimately the idea cost friendships and very few capitalist business ventures have had unblemished origins many of whom started with idealism but have since parked any notion of that with the PR department. At the foundation idealism takes root but once the value of the idea is pitched in money terms the idea begins to destroy the connections in the group. In some respects the idea for Facebook was brought about by the group and the importance of Harvard is that it provided the environment for such a group to form.
Or instead of a group we could term it a network, as ideas in many cases form as a result of your membership or access to a network rather than in isolation. Facebook’s success broke that network and the film’s narrative structure looks over the wreckage. The film that Fincher has directed just about keeps up with the speed of Sorkins script. In one departure from what is in the main interior shots, Fincher is permitted one highly stylised sequence that feels outside the film. This should not detract at all from what is a winning partnership of Fincher the cinematic visualist par excellence and Sorkin whose script bats and balls between characters.
Ultimately ‘The Social Network (2010) will stand the test of time because ultimately this is not a film about Facebook but instead about the times we live in today. Long after Facebook goes into relative decline this film will pop up on television and at repertory cinemas reminding us how one mediocre idea grew to become an essential social utility built on weak connections and a dodgy past. A fortune was made but to paraphrase Balzac “Behind every great fortune there is a crime.”
