New Movies: Magic Farm (2025) by Amalia Ulman: A Satirical Dive into Digital Culture and Misguided Media
- dailyentertainment95
- Jun 2
- 12 min read
Magic Farm" is a 2025 satirical comedy film written and directed by Argentinian-Spanish conceptual artist Amalia Ulman. It premiered at the Sundance Film Festival in January 2025 and has since screened at various other festivals, including the Berlin International Film Festival. The film follows a misguided American TV crew on a hunt for a viral story in rural Argentina, leading to a comedic clash of cultures and a sharp critique of media exploitation and authenticity in the digital age.
Summary Short
Amalia Ulman's "Magic Farm" (2025) is a satirical comedy starring Chloë Sevigny and Alex Wolff. It follows an American TV crew that mistakenly lands in rural Argentina while chasing a viral story. As they attempt to fabricate a trend with locals, the film offers a biting critique of media exploitation, cultural cluelessness, and the search for authenticity in the digital age, all rendered with Ulman's unique, visually distinctive style.
Link IMDB: https://www.imdb.com/title/tt34966919/
Link to watch: https://www.flicks.co.uk/movie/magic-farm/
Detailed Summary
"Magic Farm" is the highly anticipated second feature film from writer-director Amalia Ulman, following her acclaimed debut El Planeta (2021). Premiering at the Sundance Film Festival in January 2025, the film is an absurdist comedy that serves as a biting satire of contemporary media and influencer culture.
The narrative centers on an American television crew working for an "edgy" media company (likened to VICE News) that travels to Argentina. Their mission is to find a viral story about a local musician, but due to a series of misunderstandings and poor research, they end up in the wrong town in rural Argentina. Led by the on-camera host Edna (Chloë Sevigny) and producer Jeff (Alex Wolff), the crew is utterly clueless about local culture and surprisingly ill-equipped for real journalism.
Unsatisfied with what they find, they decide to fabricate a new viral trend by enlisting the help of the local Argentinian residents, including a bemused hostel manager (Guillermo Jacubowicz) and a local woman named Popa (Valeria Lois). Amalia Ulman herself co-stars as Elena, the only Spanish-speaking member of the American crew, often caught in the middle as translator and observer.
Amidst their farcical attempts to create "content," the film subtly weaves in a more pressing, real-world issue: an unfolding health crisis in the town caused by toxic herbicides (glyphosates) being sprayed on nearby fields. The American crew, obsessed with their fabricated trend, largely ignores this crucial, tangible reality, highlighting their self-absorption and superficiality.
"Magic Farm" is characterized by Ulman's idiosyncratic visual style, featuring vibrant, saturated colors, experimental camera techniques (including fisheye lenses, 360-degree cameras, and even "dog cam" GoPro footage), and an eclectic, sunny soundtrack. It's a comedy of errors that blends elements of culture shock, media satire, and a subtle underlying commentary on global issues, all with a deadpan, often absurd, comedic tone.
Plot Summary
The Mission: An American TV crew from an "edgy" media company, led by host Edna (Chloë Sevigny) and producer Jeff (Alex Wolff), travels to Argentina to film a viral story about a local musician.
The Misunderstanding: Due to incompetence and poor research, the crew mistakenly arrives in the wrong rural Argentinian town (a different San Cristóbal than intended).
Fabricating Content: Realizing their mistake and unable to find their intended subject, the self-absorbed crew decides to simply fabricate a new viral trend, enlisting unwitting local residents to participate in their staged "documentary."
Cultural Clash & Comedy of Errors: The film plays out as a series of comedic vignettes depicting the clueless American crew's interactions with the locals, their struggles with language and cultural norms, and their absurd attempts to create "authentic" viral content. Amalia Ulman plays Elena, the Spanish-speaking crew member who often mediates.
Overlooked Reality: Throughout the farce, an underlying, unacknowledged health crisis looms in the town, caused by the spraying of toxic pesticides on crops. The American crew, focused on their superficial goals, remains oblivious to this genuine local struggle.
Themes of Exploitation and Authenticity: The narrative uses the crew's actions to satirize the exploitation inherent in certain forms of media, the performative nature of online culture, and the disconnect between those who seek to "document" and the lived realities of their subjects.
Departure and Commentary: The film satirizes the cycle of content creation and consumption, leaving the audience to reflect on the nature of truth, the impact of media, and cultural biases.
Director's Vision
Amalia Ulman's vision for "Magic Farm" is to create a satirical, formally adventurous comedy that extends her artistic exploration of identity, authenticity, and digital culture into the realm of feature filmmaking. Her directorial approach emphasizes:
Critique of Media and Influencer Culture: Ulman aims to skewer the "content-farming, clickbait culture" and the "unprepared and under-researched" nature of modern docu-journalism, particularly when it exoticizes or exploits developing nations. She wants to show "how ridiculous the Americans can be," but also how "bizarre and weird Argentinians can also be."
Idiosyncratic Visual Style: Moving from the black-and-white minimalism of El Planeta, Ulman embraces a vibrant, saturated, and often surreal aesthetic. She uses experimental camera techniques (fisheye lenses, 360-degree cameras, "dog cam" GoPros) to create a "psychedelic dark comedy" and a "visually anarchic" experience, reminiscent of 90s cinema and internet culture.
Layered Storytelling: While seemingly a light comedy, Ulman embeds a serious, overlooked issue (the health crisis from pesticides) into the background, highlighting the superficiality of the main characters and making a broader comment on how crucial stories can be ignored.
Subtle Humor with a Humane Core: The film employs deadpan humor and absurdity but maintains a sense of warmth and optimism, especially in its portrayal of the local Argentinian characters. Ulman stated her desire for audiences "to know that there's beauty everywhere. That there's smarts and intelligence everywhere. Don't underestimate people because of where they're from."
Exploration of Authenticity: The film questions what is real and what is fabricated, both in media and in human interactions, reflecting Ulman's long-standing interest in performance and identity.
Personal Connection: Drawing on her Argentinian heritage and experiences, Ulman infuses the film with cultural nuances and an understanding of the complexities of identity and "masking" in Argentina.
Themes
"Magic Farm" delves into a rich tapestry of contemporary themes, often with a satirical edge:
Media Exploitation and Cultural Tourism: A primary theme, critiquing the ways Western media companies can exploit, exoticize, and sanitize stories from other cultures for views and content, often with little genuine understanding or respect.
Authenticity vs. Performance/Fabrication: The film constantly blurs the line between genuine experience and staged reality, particularly in the age of social media and viral trends. The crew actively fabricates a "trend," questioning what constitutes "truth."
Digital Culture and its Absurdities: A biting commentary on the superficiality and self-absorption often found in digital content creation, influencer culture, and the relentless pursuit of "viral" moments.
Culture Clash and Misunderstanding: The comedic heart of the film lies in the profound disconnect between the clueless American crew and the local Argentinian population, highlighting biases, presumptions, and the challenges of intercultural communication.
Economic Precarity and Overlooked Realities: While played for laughs, the film subtly touches on the economic desperation that might lead locals to participate in the crew's schemes, and powerfully foregrounds a real-world health crisis that the privileged characters ignore.
Identity and Belonging: Ulman herself plays a character caught between two cultures, reflecting on the complexities of belonging and "code-switching."
Key Success Factors
"Magic Farm" has already achieved significant early success and critical recognition, primarily due to:
Amalia Ulman's Established Artistic Reputation: Her acclaimed work as a conceptual artist and the success of her debut film El Planeta created significant anticipation and interest from festivals and critics.
Strong Festival Premiere: Its world premiere in the Premieres section of the 2025 Sundance Film Festival immediately put it on the map. Subsequent selection for the Berlinale Panorama further solidified its critical standing.
Star Power in the Cast: The involvement of well-known actors like Chloë Sevigny and Alex Wolff alongside independent film favorites like Simon Rex and talented Argentinian actors helped elevate its profile and draw wider attention.
Timely and Biting Satire: The film's sharp critique of media exploitation, cultural cluelessness, and the performative nature of digital culture resonates deeply with contemporary anxieties and trends, making it highly relevant.
Unique and Bold Visual Style: Ulman's departure from El Planeta's black-and-white to a vibrant, experimental, and often surreal aesthetic (saturated colors, fisheye lenses, "dog cams") creates a memorable and distinctive cinematic experience that stands out.
Distribution by MUBI: MUBI's acquisition of distribution rights for North America and the UK (and co-production involvement) ensured strong backing and a clear release strategy, targeting its dedicated art-house audience.
Awards and Nominations
"Magic Farm" has gained significant festival recognition and early critical buzz:
Sundance Film Festival 2025:
World Premiere – Premieres Section: This prestigious selection marked its debut and generated initial strong reviews.
Berlin International Film Festival (Berlinale) 2025:
Official Selection – Panorama Section: Screened as part of Berlinale's program for "new, daring, and unconventional films."
Nominee – Teddy Award (Best Feature Film): A nomination for the prestigious queer cinema award at Berlinale.
Los Angeles Festival of Movies 2025:
Opening Night Film: A significant slot that indicates strong local reception.
Other Festival Selections (Confirmed through reviews):
San Francisco International Film Festival 2025
Buenos Aires International Festival of Independent Cinema (BAFICI) 2025
Lux Film Festival 2025
(As a 2025 film, it is still early in its potential awards season, but its festival track record is strong).
Critics Reception
"Magic Farm" has been met with largely positive to mixed critical reception, with critics consistently praising its unique vision, satirical bite, and distinctive visual style, while some noted a directness in its messaging.
Praise for Satire and Relevance: Critics widely lauded the film's sharp and timely satire of media exploitation, influencer culture, and the "cluelessness" of American "content creators" abroad. Reviews from NPR, Filmmaker Magazine, and The Skinny highlighted its "biting commentary" and its ability to mock "trend chasers."
Distinctive Visuals and Style: Ulman's shift to a vibrant, colorful, and experimental aesthetic was a major talking point. In Review Online noted its "energetic camera" and use of "GoPro footage attached to skateboards and animals." Little White Lies praised the "hypnotising imagery" and "optical oddities" like the "dog cam."
Performances: Chloë Sevigny's performance as Edna was frequently highlighted for leading the "bumbling film crew" with her characteristic cool, while Alex Wolff's "whiny Jeff" and his "boundless physical comedy" also received positive mentions.
Ulman's Vision and Authenticity: Critics appreciated Ulman's willingness to "skewers our collective sense of moral detachment" and her sincere artistic intention, even when the film's humor is absurd. Her personal connection to Argentina and her role as a translator within the film were also noted.
Critique of Directness/Subtlety: Some critics, while acknowledging its power, found the film's message to be "painfully direct" or "thinly veiled." Reviews from In Review Online and The Los Angeles Review of Books suggested that the film's critique of the health crisis, while present, could have been explored with more depth, or that the satire sometimes overshadowed nuanced storytelling.
Overall Summary: "Magic Farm" is recognized as an audacious and highly original work that solidifies Amalia Ulman's voice as a filmmaker. It's commended for its visual inventiveness and its relevant, if sometimes overt, social commentary. It's seen as an essential watch for those interested in contemporary art-house cinema and sharp cultural satire.
Reviews (Highlights from various sources)
"Amalia Ulman mocks trend chasers in her new film, 'Magic Farm'." - NPR
"Clueless and a bit pathetic, the American video crew in Magic Farm... embody the vices of Western media companies that exoticize, exploit and sanitize the stories of the developing world for views." - Filmmaker Magazine
"A formally radical, biting satire... with the same uncomfortably dry sense of humor [Ulman] exhibited in her debut feature El Planeta... 'Magic Farm' operates with refreshing visual anarchy." - Carlos Aguilar, Variety
"An hysterically funny, effortlessly charming gem with a vibrant visual style, and that will have your jaw on the floor the moment you realize, at the very end, what it's actually about." - Serena Seghedoni, MUBI
"Amalia Ulman has plenty up her sleeve... a farcical tale of a self-absorbed VICE-esque film crew descending on a rural community." - Emily Maskell, Little White Lies
"The cast, led by Chloe Sevigny and Alex Wolff, ably skewer the American media's ignorance of the wider world, but Ulman's compassionate film holds out hope that different peoples can still make connections." - Tim Grierson, Screen International
"It's an unhinged comedy in full color starring a mixed ensemble of Hollywood stars, Argentinian actors, nonactors, real family members, animals, and children." - Los Angeles Review of Books
"While the narrative can meander at times, Ulman makes up for it with an idiosyncratic and unconventional visual style filled with vibrant, saturated images, heavy use of fisheye lenses and shots taken from cameras attached to dogs." - The Skinny
Box Office
"Magic Farm" is an independent art-house film and, as such, is not targeting large mainstream box office returns.
Gross US & Canada: $82,939 (as of early June 2025, from limited release)
Opening Weekend US & Canada: $18,314 (April 27, 2025)
Gross Worldwide: $91,816 (as of early June 2025)
These figures reflect a typical performance for a critically acclaimed, independently distributed art-house film that relies on limited theatrical runs and festival buzz rather than wide commercial release. Its main value is in its artistic and cultural impact.
Production Summary
"Magic Farm" is an Argentinian-American co-production, showcasing a blend of international talent and resources.
Production Companies
Spacemaker Productions
MUBI (also co-producer and distributor)
Tango Entertainment
REI Cine
Icki Eneo Arlo (Robert Pattinson's production company)
Holga's Meow Pictures (Amalia Ulman's own production entity, likely involved in some capacity)
Sales Companies
The Match Factory: This renowned international sales agent handles the global distribution rights for "Magic Farm" outside of MUBI's territories.
Distribution Companies
MUBI: Acquired distribution rights for North America, the United Kingdom, and Ireland. They also co-produced the film.
Other regional distributors will handle the film in specific territories based on agreements with The Match Factory.
Release date on streaming
"Magic Farm" is distributed by MUBI in North America and the UK, so it is highly likely to be available for streaming on the MUBI platform following its limited theatrical run. It premiered at Sundance in January 2025, and had a limited US theatrical release in April 2025, meaning it's likely available or will be very soon on MUBI.
Theatrical Release
World Premiere: January 28, 2025, at the Sundance Film Festival.
US Theatrical Release: April 25, 2025 (limited release by MUBI).
UK Theatrical Release: May 16, 2025 (by MUBI).
Other Festival Screenings (2025): Berlin International Film Festival (Panorama), Los Angeles Festival of Movies (Opening Night), San Francisco International Film Festival, Buenos Aires International Festival of Independent Cinema (BAFICI), Lux Film Festival.
Why to recommend this movie
For Fans of Sharp Satire: "Magic Farm" offers a biting and relevant critique of contemporary media, influencer culture, and cultural exploitation, making it highly recommended for those who appreciate satirical comedy.
Unique Artistic Vision: Amalia Ulman's distinctive voice as a conceptual artist shines through, offering an unconventional and visually striking cinematic experience that pushes boundaries.
Compelling Performances: The film boasts a strong ensemble cast, including Chloë Sevigny, Alex Wolff, and Simon Rex, who expertly deliver the film's deadpan humor and embody its satirical targets.
Visually Inventive: With its vibrant colors, experimental camera work (fisheye, 360-degree, "dog cam"), and eclectic soundtrack, the film is a feast for the eyes and ears, offering a fresh aesthetic.
Thought-Provoking Social Commentary: Beyond the laughs, the film subtly addresses serious issues like overlooked health crises and the impact of Western media on local communities, prompting reflection on authenticity and global responsibility.
Why to Watch Movie
If You're a Fan of Amalia Ulman's Work: Essential viewing to see how her unique artistic practice translates into her second feature film, expanding on themes from El Planeta.
If You Enjoy Absurdist or Deadpan Comedy: The film delivers humor through uncomfortable situations, cultural misunderstandings, and the sheer cluelessness of its characters, akin to directors like Ruben Östlund or Yorgos Lanthimos.
To See a Fresh Take on Media Criticism: If you're interested in films that dissect and satirize the modern media landscape, particularly the quest for viral content and the commodification of culture.
For a Visually Distinctive Experience: If you appreciate films that are bold with their cinematography, use color creatively, and experiment with different camera perspectives.
If You Seek Relevant Social Commentary: To watch a film that uses comedy to shed light on real-world issues like environmental impact and cultural misunderstanding, without being overly preachy.
What Movie Trend film is following
"Magic Farm" is firmly following and contributing to the trend of "Artist-Driven, Satirical Social Commentary."
Definition of the Trend: This trend encompasses films directed by established visual or conceptual artists who bring their distinct artistic voice and often experimental approaches to narrative filmmaking. These films frequently employ satire to critique contemporary social, cultural, and political issues, prioritizing artistic vision and thematic depth over mainstream appeal. They often feature unique aesthetics, blend genres, and are prominently featured in international film festivals.
How "Magic Farm" Fits: As a film by conceptual artist Amalia Ulman, "Magic Farm" embodies this trend by:
Being directed by an established artist.
Using satirical comedy to critique digital media, cultural exploitation, and Western cluelessness.
Employing a highly distinctive and experimental visual style.
Premiering and succeeding on the international film festival circuit.
What Big Social Trend is following
The film is directly engaging with the social trend of "The Crisis of Authenticity & The Commodification of Lived Experience in the Digital Age."
Definition of the Trend: This overarching social trend reflects global concerns about the blurring lines between genuine human experience and curated, performative content, particularly exacerbated by social media and the "influencer economy." It encompasses anxieties about superficiality, cultural appropriation, the exploitation of "real" life for entertainment or profit, and the difficulty of discerning truth amidst a deluge of fabricated narratives.
How "Magic Farm" Connects:
Fabricated Reality: The core plot revolves around the American crew fabricating a viral trend, directly addressing the creation of inauthentic content.
Media Exploitation: The film highlights how "lived experiences" of locals are commodified and simplified for a global audience, embodying concerns about cultural exploitation.
Superficiality vs. Real Issues: The crew's obsession with a "viral story" while ignoring a genuine health crisis starkly illustrates the societal prioritization of superficial content over substantive issues.
Performance of Identity: The characters, especially the American crew, are constantly "performing" for their show, reflecting the broader social trend of presenting curated versions of oneself.
Final Verdict
"Magic Farm" is a bold, brilliantly conceived, and highly relevant satirical comedy that solidifies Amalia Ulman's place as a distinctive voice in contemporary cinema. Her transition to vibrant color and experimental visuals marks an exciting evolution, while her sharp critique of media culture, cultural cluelessness, and the quest for digital authenticity hits squarely at modern anxieties. Bolstered by strong performances from Chloë Sevigny and Alex Wolff, the film is both hilariously absurd and subtly profound. While its directness in commentary might not appeal to all, its unique aesthetic and timely themes make it a must-watch for fans of thought-provoking, unconventional, and critically engaged cinema. It's a significant 2025 release that promises to spark conversations about what we consume and how we perceive the world.
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