Rating:  

AEG Live, Insurge Pictures, Scooter Braun Productions, Island Def Jam Music Group, MTV Films, Magical Elves Productions, and Paramount Pictures.

I cannot and will not defend or condemn a documentary on a just turned 17-year old pop music superstar, who scored his first chart appearance on July 25, 2009. It is what it is, right? A money-grab from a record label and film studio, eager to cash in on the still ascendant brand that is Justin Bieber? Yes. Manna from Heaven for all of the Beliebers who now rank in the multi-millions all around the world? Yes. An earnest and heartfelt look at the meteoric rise of a YouTube discovery who has become the first pop star in this new world of Facebook and Twitter? Sorta.

In all honesty, I laughed heartily when news came that a documentary on Justin Bieber was in production. And I dismissed it straight away. Shot in 3-D, you say? Yes, that was me groaning. But it is February 2011 and the documentary has arrived and dare I say, I kind of liked it. Of course, I saw right through much of it, but there are some genuine and interesting moments to be found here, and that is quite the surprise indeed.

Justin Bieber is widely known as being discovered via YouTube and there was a reported tug of war between Justin Timberlake and Usher to sign Bieber to a record deal. Raised by a single mother, Patti Mallette, in Stratford, Ontario, Canada, we see Bieber’s younger days via home video footage which show him as an adorable and engaging little kid. The gift of a conga drum changes everything as Bieber displays remarkable timing on the instrument, showing a natural flair for rhythm and music. Over time, we learn that Bieber learned how to play the guitar, piano and keyboard, and has developed into quite an impressive drummer. He also carries a rather pure and rich singing voice and soon would perform anywhere and everywhere he could. Without any music lessons or vocal training, young Justin possessed a wealth of raw talent and after placing second in a local “American Idol”-style competition, Bieber started posting performance clips on YouTube for his family and friends.

Enter Scooter Braun, a music executive who came across Bieber’s YouTube videos. A cover of Ne-Yo’s 2006 #1 hit, “So Sick”, stopped Braun in his tracks and he searched doggedly for anyone who could connect him to the kid on YouTube. After locating Bieber’s mother, and pestering her with phone calls, Bieber, his mother, and grandparents flew to Atlanta for a week and signed with Scooter Braun’s company and label. Curiously, the movie makes no reference whatsoever to Justin Timberlake and his efforts to sign Bieber to a deal. Instead, we learn that Usher meets Bieber, initially blows him off, only to later hear Justin perform one of Usher’s hits back to him in one-on-one sitdown. Impressed, Usher leads Bieber to producer extraordinaire L.A. Reid, and soon, Justin Bieber is a major label recording artist, hard at work on his debut album.

Quick and easy. As interesting as that story may be, it occupies perhaps 20-25 minutes of the film. Director John Chu (Step Up 3D) spikes in footage of Bieber returning home to his grandparents’ house for a few days, hanging briefly with friends, and then cuts in performances from an impressively staged Madison Square Garden concert. Much of “…Never Say Never” details the days leading up to that sold out performance; one which features Miley Cyrus, Jaden Smith, Boyz II Men, and Usher. We are told more than once that selling out Madison Square Garden is the pinnacle of success. In the days leading up to the big night, Bieber’s interactions with his team of handlers - Braun, tour manager Allison Kaye, his musicians, and his vocal coach, “Mama” Jan Smith, present the young phenom as ready, willing, and able to take parental-style direction from many different people, with no complaining or debate. In Justin Bieber, we have the most agreeable pop star in history!

“…Never Say Never” is very carefully constructed and meticulously edited to keep all of the small town likability and unlikely megastar theology in place. So, in that regard, this G-rated Justin Bieber commercial is, on the one hand, exactly what I feared it would be. We have no sense of what Justin’s take on all of this is. Is he overwhelmed? Entitled? Thankful? One laughable sequence occurs near the end when in the days prior to the big event at Madison Square Garden, Justin catches a severe cold and fever, along with a worrisome infection on his vocal cords. The sequence is so overblown and dramatic that it may exist only to drum up tears and worry amongst his considerable teenage girl fanbase. The performance prior to the Madison Square Garden show is canceled, and we hear people worry that the big show is at risk. Please. As if. But, okay. He’s sweating and has a headache. Needs a couple of days of vocal rest. Nevermind that a 16-year old kid, on his first concert tour, is being asked to perform 86 dates all around the world. Too much? Does it even matter?

What comes through is that Justin Bieber’s talents are impressive and he has, perhaps somewhat surprisingly, significant credibility in the industry. When Scooter Braun says that he proudly didn’t have to utilize the Disney or Nickelodeon machine to earn success, you can kind of root for that hard work paying off. Bieber also is rightfully positioned as the first superstar in this new world of social media. YouTube, Facebook, and Twitter have led to his A-list status and already, millions and millions of hopefuls have taken to their laptops and Webcams to try and replicate his success. When the movie makes a proclamation that Beiber is the poster boy for this new age we find ourselves in, the bigger picture, when considered, is staggering. Justin Bieber and entertainers in general have far more reach and access than ever imaginable. So, with Bieber, you could make the argument that, on those coattails of his fame, the rules of celebrity are being rewritten. Of course, the saturation point for pop stars comes quicker and faster than ever before, so how long he stays relevant is obviously still to be determined.

Intriguingly a lot of intriguing questions arise on things mentioned but never explored or talked about. Bieber’s upbringing by a single mom, raised largely with his grandparents’ influence, is viewed as no big deal. Dad shows up and is shown crying off stage at one point but curiously has no real role in the film at all. One of his concert numbers, “One Less Lonely Girl”, has Bieber plucking a girl from the arena floor and bringing her on stage. He serenades her, gives her roses, and with his touching of the girls’ face, arms, back…look, this Bieber kid is not as innocent as he lets on. Just saying…

Dismiss the film and I cannot blame you. For many, many people, this movie will be the cream to top of a cynic’s cup of coffee. The hip and cool will be insulted by its mere existence. But, you know what? I kinda like the kid. I’m not singing his hits in the car or shower, hanging posters, or painting murals of him in my spare time. Other than a line here or there, I cannot recite a lyric. I am no Belieber. But I get it. And despite the movie running too long and overstaying its welcome to some extent, the movie is interesting in parts, well orchestrated, and not nearly as unbearable as you may think.

Should I See It?

Your kids (largely girls) are going to want to go. If you don’t want to spend the inflated money on the 3D ticket, you will end up owning this on DVD. Its inevitable, this movie will find you if you have Beliebers in your house.

Provides some legitimacy to his rapid fire success. Showcases his talent impressively, even if his music doesn’t incorporate his abilities all that effectively.

There is no reason this should exist in 3D at all, as many will say it has no purpose existing for any reason. Another shameless studio grab into your wallets and pocketbooks.

If you are looking for anything in depth or below the surface of what is presented as the brand that is “Justin Bieber”. We have got an image to maintain here people! Nothing deep here.

I’ll let you fill in any number of reasons here.

The so bad it’s good viewers will be disappointed. Not much to goof on here folks. Sorry.