Hollywood Product - 13 Going On 30
Genre: Out-of-body romantic comedy
Opens: April 23
The pitch: In the grand tradition of Big, Freaky Friday and Vice Versa, 13 Going on 30 furthers the notion that teenagers can’t wait to grow up and adults secretly want to be teens again. It’s 1987, back in the day when Huey Lewis ruled the airwaves and the Hiltons were just hotels. Jenna is an endearingly dorky junior-high overachiever who passes the time with her hopelessly devoted best friend Matt. A 13th birthday wish to be “thirty, flirty and fun” like the women in her beloved Poise magazine transports Jenna to 2004. Now a successful 30-year-old magazine editor trapped in the body of Jennifer Garner, she sets out to enjoy the perks of thirtysomething living and reconnect with old pal Matt (Mark Ruffalo).
Flesh factor: In Jenna’s confused state on her first morning as an adult, she’s forced to rush off to work in the skimpy slip she woke up in. Jenna’s other big surprise? The well-built naked New York Ranger in her shower.
Fashion statements: The film’s nostalgic 1987 wardrobe is every bit as painful as you remember: sky-high bangs and side ponytails, tiered skirts over leggings, brightly colored acid wash denim, teal eye shadow and the ubiquitous Swatch watch. The second half of the film seems designed for a department store tie-in. Jenna’s job as a fashion editor allows her to model an array of trendy frocks, with an emphasis on candy-colored pastels, polka dots and florals.
Product placements: Diet Coke and Starbucks are the caffeinated beverages of choice for the Poise staffers. Jenna and Matt share a special bond over Razzles, the colorful candy-gum hybrid.
Wacko for Jacko: Jenna resuscitates a quickly dying Poise promotional party when she leads the guests in an impromptu dance homage to Michael Jackson’s “Thriller.” Paying further tribute to the king of pop, Jenna holds a sleepover for some overprivileged teens in her fabulous New York apartment building.
Best line: Still stuck in 1980’s mode, Jenna replies “Wayne Frink” when a man asks the modern rhetorical question, “Who’s your daddy?”
My precious: Does Jenna’s boss Richard look vaguely familiar? It’s British actor Andy Serkis, better known as Gollum from Peter Jackson’s Lord of the Rings trilogy.
The bottom line: Sure, 13 Going On 30 is frothy, a little predictable and emotionally manipulative every step of the way, but ultimately, it’s a lot of fun. 
