Michael Jordan, Off Court

According to the jacket blurb: "Michael Jordan, Off Court analyzes the one-man conglomerate known as ‘Michael Incorporated'. As a sports hero, movie star, and extraordinary pitchman for products such as Wheaties®, Gatorade® and his own name brand, this grandson of a tobacco sharecropper annually funnels $10 billion into the United States' economy." Accordingly two-thirds of this unendorsed, unauthorized program is spent on Jordan's remarkable marketing and sales impact, with the remainder of the video devoted to his charitable and public service efforts. Although it's difficult to gauge who this program is aimed at--business students or companies considering using star athletes as hucksters--one thing's for sure, it's not for children and teens who might be attracted by Michael Jordan's name (viewers will only see minimal shots of Jordan in action on the court). Ultimately, whether as a role model or an economic force, this portrait of the basketball artist as a young capitalist provides neither compelling business advice nor the biographical profile that Jordan deserves. Very optional. Aud: C, P. (S. Fisher)