The Joneses - Ben Hollingsworth, Amber Heard, Demi Moore and David Duchovny
The Joneses - Ben Hollingsworth, Amber Heard, Demi Moore and David Duchovny © Roadside Attractions

When Demi Moore entered the Burton Room at the Four Seasons Hotel, in Beverly Hills, to begin the press conference for her new movie The Joneses, it was almost like a scene from the movie. As she stepped up to the long conference table, someone asked her what she was wearing.

In the film she portrays Kate Jones, who along with her husband Steve (David Duchovny) and their two teenage children, move into an upscale community, flaunting their lifestyle and everything that surrounds it. That’s because Kate and Steve aren’t really married. They have been hired by a stealth marketing organization to infiltrate the neighborhood and make sure everyone living there wants to keep up with the Joneses.

When you walked in here someone asked you what you were wearing, as an actress do you sometimes feel like the Joneses?

The Joneses - Amber Heard and Demi Moore
Amber Heard and Demi Moore © Roadside Attractions

It was very relatable when I read the script, and you’re absolutely right, people send things to us in hopes you’re seen with it or photographed, and that is in fact stealth marketing. I think what was so brilliant in (director) Derrick Borte’s script is that he took what we all could relate to, just outside of the box but not so far that you don’t stop and say, ‘That’s actually quite possible.’

How did you become involved with this project?

I was sent the script, and the general concept was fascinating. (I thought), ‘Oh my god, this is genius.’ I loved the role of Kate, but I love the dynamics probably even more.

People like stuff, people like new stuff and we tend to look for things that fill the lack that we have, and it won’t ever fill us up. We tend to look for the next thing, because as soon as we get it we like it for a little while, and then we need something else.

There’s nothing wrong with having a desire or wanting, or even having nice things. It’s when we place that as a measure of the value of ourselves that it goes eschew or, in the case of the film, where it goes to the point of leveraging your entire life.

You have millions of Twitter followers. You recently helped save a life on Twitter (a woman who was going to commit suicide who Demi wrote back to) which was really amazing. Do you feel like you have a social obligation to use your Twitter page to influence people?

The Joneses - Key art - Demi Moore
Demi Moore © Roadside Attractions

I feel like when you’re given a platform or you have a voice that that just naturally comes with responsibility. To say that I saved a life is pretty huge, but I feel that although it’s in the virtual world that my response was just a human response.

But what’s amazing about the use of the social media is the ability to put out a call to action and people’s desire to care (is wonderful), and it really does show that we have a collective consciousness, that we do care about one another, as we see such destruction amongst humanity. So it’s a powerful tool. I think you need to find ways to inspire, educate, entertain but most importantly just find a way to connect with one another.

You’ve been selective about what you appear in, can you tell us what criteria you use and what have you got coming up?

In July I’m going to be doing a film with Miley Cyrus, it’s a remake of a French film that is fantastic called LOL that I’m really excited about. I think you just want to do something good and interesting and for me things like The Joneses, from the moment I read the script I thought this was just smart, thought-provoking, relevant and entertaining.

Hopefully (you get do to movies) with people that you have a great time with, because at the end of our lives what we’re going to remember is the experiences we share with one another, not the stuff.

Have you met Miley and are your daughters excited that you’ll be working with her?

I think they admire the work she does. We actually met for the first time in person yesterday. She’s great, you can really see that she’s extremely talented, this role is going to be really good for her and I think she’s going to do an amazing job. She clearly comes from a really solid family, which I think really shows.

Did doing the Joneses make you reevaluate your own consumerism more?

David and I were talking about this earlier, and particularly as it relates to my children, I always tried to keep a positive perspective of what’s valuable, and the importance of restricting that immediate gratification, but most importantly that who you are isn’t the stuff you have.


Judy Sloane

Judy is Film Review Online's regular Los Angeles based reporter.