What do you think about when you hear USA? Sure, some may think about the civil war or Hollywood, but some may actually see Wal-Mart’s logo in their mind’s eye. Store Wars – When Wal-Mart Comes to Town is a story of a small town in America trying to keep the massive chain store out of their town. Ashland, Virginia is facing a problem, a Wal-Mart has its eyes set on the small town, even though Richmond already has a Wal-Mart and it’s only ten miles away. This documentary follows the people of the town as they fight against the massive company and how it drove a wedge between people.
Directed by Micha X. Peled, Store Wars – When Wal-Mart Comes to Town is a documentary that brings to light the way consumerism can break communities apart and how no matter what you do, someone will come out unhappy. The film shines a light on the way globalization is the new “coming of age” story and how economic problems becomes the norm due to the monopolization of supermarkets. Small business owners are being brushed aside by the competition and people are slowly but surely losing themselves, while the rich get richer and the poor stays exactly where they are. We hear about the problems that the community faced, the lies, the facts and the fiction from either sides…
Wal-Mart is one of the biggest businesses in the world and now that they’ve basically finished conquering America, they want world domination, though this is not necessarily stated in so many words in the film. No, this is just by realising that South Africa is currently facing the same problems with the big-brand business. From a consumer perspective, South Africa has their own bulk retailers, like Game or Dion’s or even Makro, but since 2009 Wal-Mart has had its eyes on South Africa and wants to settle roots here. Pick & Pay, one of South Africa’s biggest grocery supermarkets and Checkers, it’s biggest competitor would both be out of business with Wal-Mart’s so-called “cheaper” products and “better” deals and they are fighting against the company with all they have. In fact, many businesses in South Africa has taken it upon themselves to save us from a Wal-Mart intrusion. It doesn’t seem to have been successful, but still… As a struggling country, South Africa has exactly the same problem Ashland, Virginia had… deciding whether or not Wal-Mart is a good thing. Personally I feel that we already have bulk retailers, we have malls and various shopping centres, so why do we need to mimic America and (pardon the generalisation), sink to their level? The USA is basically falling apart with economic crises after economic crises (due to the monopolization of retailers?) and health care problems. The government is not in control anymore and who needs an education when you can get a part-time job at Wal-Mart stacking boxes? Personally I feel it’s a bad thing for South Africa and I hope people will fight against them until they realise a Third World Country is not in the mood for promises they can’t deliver on. Though, this is merely my opinion on the matter. Massmart (Wal-Mart’s sneaky little African alter-ego) has already landed, so only time will tell whether or not the Americans have invaded…
I liked the film, though I feel that they left out crucial parts, such as “what happened afterwards?”. It’s not necessarily a bad thing, but given the effects of a Wal-Mart becoming a worldwide name-brand, it would have been nice to get more information as to whether it turned out okay for small business owners and for the workers. Did it make more job opportunities available? Was the pay better than a mere $40 a week (for shame)? Was the socio-economic circumstances better or worse after they landed in Ashland, Virginia? These are questions that didn’t get an answer and I would have liked to hear what lay in store for us.
South African audiences can watch Store Wars – When Wal-Mart Comes to Town at the Tri-Continental Film Festival that’s being held from 7-23 September in Johannesburg, Cape Town, Pretoria and Soweto at Ster-Kinekor Cinema Nouveau. For more information you can visit The Film Guide and Schedule of the TCFF, which is live on www.tcff.org.za or you can find ticket information at www.cinemanouveau.co.za or www.thebioscope.co.za
