Written by Taylor Baker
With a lengthy title like WeWork: or the Making and Breaking of a $47 Billion Unicorn I was worried that the film may be unfocused and absent of vision, rather than a complete work. However Jed Rothstein did much to assuage my concerns in the first thirty minutes. He lets people that experienced WeWork do the talking for his film, that is when Adam Neumann isn’t. Though Jed is far from a household name at this point you may have heard about or seen one of his previous excellent works, The China Hustle. In which he provides a deep dive look at the manipulation of value in different markets orchestrated by the CCP. A clear building experience for this later work.
WeWork opens with footage of Adam Neumann attempting to record a pitch video. This footage in essence allows Adam to speak for himself and the film to speak at a deep level quickly. This is a narcissist lost in his own vision, with no one to hold him in check. The timing of the footage is not made clear to the viewer until the end of the film, a brilliant choice by Jed. The documentary relies heavily and exclusively on talking heads and interviews when it’s not showing previously shot footage. As someone who had no interest in the fiasco of WeWork as it was happening this documentary served as a great and comprehensive educational piece. That doesn’t lean heavily on a message it wants to impart to you.
The cleverness of Jed is in allowing the footage to speak for itself in conjunction with interviews, with voice blending from before the interview begins and switching to a new scene before the audio cuts. Though the pace dips around two thirds of the way in, I think for material is dry as a real estate fraud scheme he did an admirable job with editor Samuel Nalband. They portray multiple voices to provide a cohesive takeaway with an under two hour runtime. Something rare nowadays. The anecdotes of a janitor at an event asking if WeWork was a cult, hearing that one of Gwyneth Paltrow’s cousins is at the center of a scheme to sell people bullshit, hearing about how words change meanings around Alex because he can’t handle being wrong, all this put together and passively presented is a delight. It also pokes at bigger questions philosophically about the marketplace and communism, something Jed’s film The China Hustle also did. Rather than express my takeaways, I’ll let you decide for yourself.
WeWork: or the Making and Breaking of a $47 Billion Unicorn will release on Hulu on April 2nd and is currently playing at the SXSW 2021 Film Festival.