Ben Affleck’s Air operates in a respectful and deeply reverential register in the case of its topic, his household and the game during which he made his legacy. The movie, which premiered at SXSW, chronicles the tense Nike marketing campaign to signal Michael Jordan, then an NBA rookie, to his first sneaker deal in 1984. That contract, closed a 12 months earlier than the primary Air Jordans had been bought to the general public, modified Nike’s popularity and altered the way in which gamers negotiated model offers.

Motion pictures about company legalities and closed-door conferences are hardly ever anybody’s concept of time, however there are methods to inject them with vitality. Tetris, for instance, which additionally premiered at SXSW this 12 months, took the style route, turning the historical past of a online game licensing battle right into a Chilly Battle thriller. In Air, Affleck attaches himself to the sentimental, reaching for a story that recasts the deal between Jordan and Nike because the story of legendary Nike government Sonny Vaccaro (Matt Damon) attempting to win over the participant’s mom, Deloris (Viola Davis). That route permits Affleck, who performs Nike CEO Phil Knight within the movie, to arrange Air across the broad, feel-good themes of a typical sports activities drama regardless of no on-the-court motion.

For many audiences, Air will probably be value seeing only for the starry solid — notably the reunion between Damon and Affleck. Their scenes possess a kinetic and intimate dynamism that the remainder of the movie approaches however doesn’t all the time match. The previous pals are magnetic as Sonny — who’s accountable for the corporate’s flailing basketball division — and Phil attempt to take Nike to the following degree. (Earlier than signing Jordan, the shoe firm held a meager 17 % of the market in comparison with opponents Adidas and Converse.) Their conversations happen in Phil’s appropriately retro workplace (the manufacturing design is by François Audouy) and supply insights into how each executives tried to steadiness the creativeness of Nike’s scrappy roots alongside its company ambitions.

The movie opens 4 years after Nike went public, a transfer that places Phil on the behest of an omniscient board. In an early dialog, Phil reminds Sonny that he employed him to develop their basketball division, not tank it. Sonny responds by suggesting that going public was a mistake for the corporate’s ethos. The brash government from Philadelphia capabilities on a distinct aircraft from his zen-aspiring boss, who believes in focus teams and methodology. Affleck performs Phil’s contradictions — the person’s simultaneous slavish devotion to the underside line and obsession with Buddhism — as one of many movie’s operating jokes.

Phil and Sonny’s divergent ideologies come to a head when Sonny proposes placing all the fledgling division’s cash on Michael Jordan. The boss disagrees, and he’s not the one skeptic. His colleagues Howard White (Chris Tucker), Rob Strasser (Jason Bateman) and George Raveling (Marlon Wayans), one among Jordan’s coaches on the 1984 Olympics, all attempt to dissuade him. The dynamics inside this group of coworkers and pals supply many of the movie’s comedic reduction whereas additionally serving to us deepen our understanding of Nike’s philosophy. When they’re later joined by Peter Moore (Matthew Maher), Nike’s inventive director, the movie applies — splendidly — the poetic reverence often reserved for portraying the game in a lot of these dramas to the method of designing a shoe.

Sonny isn’t one to take no for a solution or ignore his instincts. After an important name with Jordan’s agent, David Falk (a hilarious Chris Messina), Sonny flies from Oregon to North Carolina to court docket Jordan’s dad and mom. Deloris (Davis) and James (Julius Tennon) grow to be a more durable crowd than Sonny anticipated. They’re resistant to his salesman appeal and unfazed by his dramatic entrance onto their property. Deloris, particularly, calls for a quiet respect, which Sonny, in awe, provides her.

Their conversations — it’s a talky film — mark a flip in Air. His questions enchantment to the worth Deloris locations on household, equity and the unquestionable greatness of her son. Affleck movies these scenes in close-ups meant to invoke the growing mutual appreciation between the 2 events, however the screenplay (by Alex Convery) makes it arduous to purchase. Though Deloris will get a substantial quantity of display screen time, her character doesn’t really feel developed sufficient to hold the complete weight of Air’s dramatic aspirations. Davis provides us a way of this lady’s interiority via raised eyebrows, questioning stares and the uncommon smile of approval, but it surely seems like she’s working with a skeletal determine. An argument could possibly be made that this minimalism is a method of speaking the quiet energy of Deloris, a lady whom Jordan credit for who he’s. However there’s not sufficient there to maintain her from feeling extra like a composite of characters we’ve seen earlier than than an individual with particular experiences.

And people experiences matter. Sonny and Deloris are certain by a profound and unwavering perception in Jordan, however, as she suggests throughout one dialog, his robust sense of self is a product of the teachings she has taught him. It’s Deloris’ and her son’s understanding of their value that leads them to barter a contract giving Jordan a proportion of the income from Air Jordan gross sales.

Beneath the sentimentalism of Air are hints of an much more compelling thread: How do you compensate individuals in a society organized round company greed? The movie’s third act highlights and circles the notion of fairness. Jordan’s contract modified the way in which gamers made cash from model offers. A observe proper earlier than the closing credit informs us that Sonny would play a vital position in taking up the N.C.A.A. and serving to school athletes receives a commission for industrial use of their likeness. All of this feels prescient contemplating Affleck’s latest enterprise: Final 12 months, he and Damon began Artists Fairness, a manufacturing firm that operates on a profit-sharing mannequin in hopes of making higher offers for everybody employed to make motion pictures. It makes Air really feel like a letter of admiration — to Jordan, his household, the tenacious execs at Nike — and an announcement of Affleck’s future intentions.