Entertainment: Bob Odenkirk's "Normal" and the Rise of the Atypical Action Hero

InsightTrendsWorld
Sep 9
10 min read

What is the "Average Joe, High-Stakes Action" Trend?

The Subversive Everyman: This trend centers on the casting of actors not typically associated with action roles, such as Bob Odenkirk, and positioning them as the protagonists of hyper-violent, high-octane films. The core of the trend is the dramatic contrast between a mild-mannered, seemingly average character and their sudden, often brutal, capacity for violence.
A New Breed of Action Protagonist: Unlike the unflappable, physically imposing action heroes of the past (think Keanu Reeves in "John Wick" or Arnold Schwarzenegger), this new archetype is more relatable and flawed. Their actions are not effortless or graceful; they are often sputtering, clumsy, and filled with a sense of reluctant desperation, which adds a layer of dark comedy and humanity to the violence.
The Convergence of Genres: The trend blends hard-hitting action with other genres, particularly comedy and satire. The humor often stems from the absurd juxtaposition of mundane settings or personas with extreme violence, as seen in "Normal," which places a bloody shootout in a knitting supply shop. This fusion of genres allows for a more nuanced and less predictable cinematic experience.

Why is the Topic Trending: The Normalization of Violence and the Appeal of Relatability

Audience Fatigue with Traditional Action: The public is growing tired of the one-dimensional, invulnerable action hero. The "Average Joe" trend offers a refreshing and more engaging alternative, as audiences can project themselves onto a character who is initially perceived as weak or unremarkable.
A Reflection of Societal Anxieties: The narrative of an unassuming individual being pushed to their breaking point resonates with a contemporary sense of frustration and disillusionment. The character's sudden violent outburst can be a cathartic release for audiences navigating a world that often feels out of their control. The film's subplots about economic stagnation, political division, and gun culture tap into real-world anxieties.
The Power of Actor Persona: The trend's success is heavily dependent on the established persona of the lead actor. Bob Odenkirk, known for his roles as a smarmy lawyer or a sputtering everyman, brings a pre-existing comedic and slightly pathetic quality that perfectly suits this new action-hero archetype. His casting is an essential part of the joke and the film's appeal.

Overview: The Unassuming Hero in a Violent World

The "Average Joe, High-Stakes Action" trend is a cinematic movement that redefines the action hero for a modern audience. It takes actors known for their comedic or dramatic range, not their physicality, and thrusts them into hyper-violent scenarios. The appeal lies in the inherent comedy and dramatic tension created by the contrast between a character's "normal" exterior and their hidden, lethal capabilities. This trend is not just about explosions and gunfights; it's a commentary on societal anxieties, a subversion of classic action tropes, and a testament to the power of unexpected casting.

Detailed Findings: The Recipe for Subversive Success

Genre-Bending Storytelling: The script for "Normal" is a prime example of this trend, blending the pulpy, high-stakes action of the "John Wick" series with the small-town quirk and dark humor of a Coen Brothers film like "Fargo." The successful execution of this fusion is a key finding, showing that audiences are receptive to narratives that defy easy categorization.
The Importance of Sound Design and Pacing: The review highlights how director Ben Wheatley uses sound to create a "pummeling" and "numbing" effect. The loud, constant gunfire and explosions are a crucial part of the film's aesthetic, serving as both a stylistic choice and a way to obscure action sequences, forcing the audience to rely on sound for a sense of the chaos. The breathlessly fast pacing, once the action begins, is also a signature of this trend, designed to create a feeling of relentless forward momentum.
Satire with a Mixed Delivery: The film attempts to satirize real-world issues like economic decay and gun fetishism. The review notes that this satire is often effective because it's not overplayed, but it also points out the puzzlingly earnest and cliché-ridden dialogue that occasionally undermines the satirical tone. This suggests that while the trend is strong, the execution of its more serious themes can be a mixed bag.

Key Success Factors of Product: The Odenkirk Action Vehicle

The Unconventional Casting of Bob Odenkirk: His pre-existing persona as a sputtering, slightly pathetic everyman is the lynchpin. He doesn't need to be a muscle-bound hero; his relatability and comedic timing are the key selling points.
Screenwriter Derek Kolstad's Proven Formula: Kolstad's success with the "John Wick" franchise provides a blueprint for crafting compelling action sequences and intricate lore. His ability to build a world around a seemingly unassuming protagonist is a core strength.
Director Ben Wheatley's Distinctive Style: Wheatley’s return to the "bullet-crazed mode" of his earlier work is noted as a strong element. His focus on visceral, chaotic action, heavily supported by sound design, is a defining factor in the film's kinetic energy.

Key Takeaway: The Era of the Flawed Hero is Upon Us

The "Normal" review demonstrates that the "Average Joe, High-Stakes Action" trend is not a fleeting gimmick but a robust and evolving genre. It thrives on the subversion of audience expectations, the fusion of disparate cinematic elements, and the casting of actors who can bring a sense of grounded, and often comedic, humanity to extreme violence. The success of "Nobody" and now "Normal" signals a shift in what audiences look for in an action film.

Main Trend: The Average Man as an Action Hero

Description of the Trend: The Subversive Action Trope

This trend is the cinematic and cultural movement of using actors and characters who are the antithesis of the traditional action hero to lead action-heavy films. These protagonists are not trained assassins or super-soldiers; they are often sad, middle-aged men with mundane jobs and relatable problems. Their entry into a world of hyper-violence is either an act of last resort or a sudden reveal of a hidden, brutal past.

Key Characteristics of the Core Trend: The New Action Archetype

Relatable Vulnerability: The protagonist is not invincible. They get hurt, they make mistakes, and their violence often feels messy and desperate, not slick and choreographed. This vulnerability is what makes them so compelling.
Ironic Humor: A significant portion of the trend's humor comes from the ironic contrast between the character's mundane life and the brutal actions they are forced to perform. This extends to the setting, as everyday locations become backdrops for epic gunfights.
Deep-Rooted Emotional Core: While the action is central, the violence is often driven by a deeply personal, often emotionally charged, backstory. Whether it's the loss of a loved one or a sense of past injustice, there is a clear motivation that humanizes the character's brutal acts.
A "Fargo"-esque Sensibility: Many films in this trend adopt a tone reminiscent of the Coen Brothers' work, blending small-town Americana and quirky characters with sudden, shocking violence. This blend creates a unique and often unsettling atmosphere.

Market and Cultural Signals Supporting the Trend: Signs of a Shifting Landscape

The Success of Preceding Films: The commercial and critical success of "Nobody" and the enduring popularity of the "John Wick" franchise (written by the same screenwriter) have shown that there is a strong market for these narratives.
Cultural Discontent and Power Fantasy: The trend taps into a collective cultural feeling of powerlessness and frustration. The idea of a "normal" person suddenly becoming capable of extreme, effective action is a potent and cathartic power fantasy for many consumers.
The Rise of Character-Driven Franchises: The trend signals a move away from franchise-based action built on spectacle and toward ones built on a strong, unusual character. Audiences are more invested in Bob Odenkirk's sputtering everyman than they are in a generic action star.

What is Consumer Motivation: The Desire for Relatability and Catharsis

Seeking a Flawed Hero: Consumers are motivated by the desire to see a hero who is not a perfect physical specimen, but rather a character with flaws, vulnerabilities, and a life they can relate to. This makes the hero's journey feel more earned and compelling.
The Appeal of Dark Comedy: The unique blend of brutal action and dark, ironic humor is a major draw. It offers a different kind of entertainment, one that allows for both tension and levity.
A Release of Frustration: The catharsis of seeing a seemingly powerless individual take control of their life and violently lash out at those who have wronged them is a powerful motivator for audiences feeling a similar sense of frustration with the world.

What is Motivation Beyond the Trend: The Quest for Originality in a Sea of Sequels

A Reaction to Franchise Fatigue: Consumers are actively seeking out films that feel fresh and original in a market saturated with sequels, reboots, and shared universes. The "Average Joe" trend, with its unique blend of genres and subversion of tropes, stands out.
Interest in Actor-Driven Projects: Audiences are motivated to see beloved actors, like Bob Odenkirk, challenge themselves and take on unexpected roles. This creates a sense of novelty and excitement that is not present with more traditional action stars.
Exploration of Deeper Themes: While the violence is a major draw, consumers are also motivated by the subtle, often satirical, commentary on deeper social and cultural issues like economic decay, political division, and gun culture.

Descriptions of Consumers: The Disillusioned Aficionado

Consumer Summary: This consumer base is composed of filmgoers who are tired of the predictable, formulaic action blockbuster. They appreciate character-driven narratives and dark, satirical humor. They are likely fans of indie cinema and are drawn to projects that subvert genre expectations. They are not necessarily looking for a mindless spectacle but a film that offers a unique and thought-provoking experience, even if it's wrapped in a package of extreme violence. They seek a connection with the protagonist's relatable struggles and find a sense of catharsis in their brutal, flawed, and ultimately triumphant journey.
Who are they: They are a mix of cinephiles and general filmgoers who are seeking something different. They are likely fans of Odenkirk's previous work and are intrigued by the concept of him in an action role.
What is their age?: Primarily Millennials and Gen X, who grew up with traditional action films and are now looking for a fresh take.
What is their gender?: A broad audience, not limited by gender. The relatability of the everyman protagonist appeals widely.
What is their income?: Varies widely, as this is not a niche or high-cost product.
What is their lifestyle?: They are likely to be avid consumers of streaming services and are more likely to seek out films based on positive reviews and strong word-of-mouth rather than a big marketing push.

How the Trend Is Changing Consumer Behavior: Seeking the Unconventional

Shifting Viewing Habits: Consumers are increasingly seeking out films based on the promise of genre subversion and unconventional casting, rather than relying on the star power of a traditional action hero. They are more willing to take a chance on a film that looks different from the typical Hollywood blockbuster.
Embracing the Blend of Genres: The success of films like "Normal" is training consumers to be more open to films that do not fit neatly into a single genre. This leads to a greater appreciation for complex narratives that blend action, comedy, and satire.
Prioritizing Character Over Spectacle: This trend is influencing consumers to prioritize films with compelling, flawed, and relatable characters, even if the scale of the action is smaller. The emotional journey of the protagonist becomes more important than the size of the explosion.

Implications of Trend Across the Ecosystem (For Consumers, For Brands and CPGs, For Retailers)

For Consumers: This trend offers a fresh and exciting alternative to the traditional action film. They get to see beloved actors in new lights and experience narratives that are both thrilling and emotionally resonant.
For Brands and CPGs: This trend provides an opportunity for brands to partner with films that have a unique, dark comedic tone and a more grounded, relatable feel. The marketing can focus on the juxtaposition of the mundane and the extreme, creating memorable and buzz-worthy campaigns.
For Retailers: Retailers, particularly those in the home entertainment space, can capitalize on this trend by creating curated collections of "Average Joe" action films, highlighting the genre's unique blend of humor and violence.

Strategic Forecast: The Mainstreaming of the Everyman

Continued Proliferation: The success of "Nobody" and "Normal" will lead to a wave of similar films being greenlit, with studios seeking out other unconventional actors to fill the "Average Joe" action hero role.
Expansion into Other Genres: The core concept of an unassuming protagonist with a secret violent past will likely be adapted and applied to other genres, such as horror, sci-fi, or even family-friendly films with a darker twist.
The Rise of the "Anti-Hero" Hero: The trend signals a greater acceptance of morally ambiguous or deeply flawed protagonists. This will likely lead to a new era of action heroes who are more complex, less noble, and ultimately more interesting.

Areas of Innovation: Beyond the Punchline

Interactive Storytelling: The concept of the "everyman" being pushed to their limits is perfectly suited for interactive narratives, allowing viewers to make choices that escalate the character's journey from mundane to violent.
Authentic Sound Design: The review highlights the power of sound in "Normal." Innovation will focus on creating more realistic and visceral soundscapes for action films, using sound to convey chaos and impact in a way that visual effects cannot.
The "Relatable Lore" Universe: Instead of building a vast, fantastical world, future films in this trend will create "relatable lore" by grounding the violent subculture in mundane, everyday settings and activities, as seen in "Normal's" gun-laden bar and grill.
The Comedic-Action Franchise Model: The success of Kolstad's work suggests a new franchise model where each installment builds on the comedic and violent potential of a single, well-developed character, rather than on a pre-existing universe.
The "Unexpected Casting" Algorithm: Studios may begin to use data analytics to identify actors with strong comedic or dramatic personas and then cast them in roles that completely subvert their established image, creating a new kind of marketing hook.

Summary of Trends:

Core Consumer Trend: The Disillusioned Fan's Desire for Authenticity and Subversion. Consumers are tired of predictable blockbusters and are actively seeking out films that are fresh, original, and emotionally resonant, even if they contain extreme violence.
Core Social Trend: The Catharsis of the Everyman's Rebellion. The trend taps into a societal feeling of powerlessness and frustration, offering a vicarious release through a relatable protagonist who takes control of their life in an extreme, violent manner.
Core Strategy: The Unconventional Casting and Genre-Bending Narrative. The strategy is to subvert audience expectations by casting actors known for their comedic or dramatic range in action roles, and blending disparate genres like action, comedy, and satire to create a unique cinematic experience.
Core Industry Trend: The Rise of the Character-Driven Action Franchise. The industry is moving away from spectacle-based franchises and toward building new ones around a single, compelling, and unusual character, leveraging the actor's persona as a key selling point.
Core Consumer Motivation: The Lure of Relatability and Dark Humor. Consumers are motivated by the appeal of a flawed, vulnerable hero and the unique blend of brutal action with ironic, dark comedy.

Final Thought: The New Normal

The film "Normal" is more than just another action movie; it is a signal of a significant shift in the action genre. It confirms that the era of the flawless, invincible hero is waning, replaced by the rise of the sputtering, vulnerable, and deeply relatable everyman. The success of this trend hinges on a delicate balance: the violence must be extreme and visceral, yet the protagonist and their world must remain grounded in a recognizably mundane reality. This new approach not only makes the action feel more impactful but also opens the door for a richer, more satirical, and ultimately more compelling form of storytelling. The "Normal" in the title is not just a joke; it is the core of a new cinematic identity, one that finds its power in the unexpected fury of the average.