It’s all about keeping up with the Joneses. Not only is The Joneses’ writer/director Derrick Borte clearly aware of the saying, but so is Roadside Attractions. The social satire was dubbed one of the more commercial films in the Toronto Film Festival and now Roadside is taking advantage of that appeal by acquiring the domestic distribution rights.

The film stars Demi Moore, David Duchovny, Amber Heard and Ben Hollingsworth as a seemingly conventional family that moves into an upscale neighborhood. What their neighbors don’t know is that they’re not really a family at all. They’re employed by a mysterious marketing organization to make other people want what they have.

The cast is a given plus but when it comes to Borte, we’re left in the dark. He’s got a few films on his resume but none of which are mainstream. Based on the stars, innovative synopsis and Roadside’s typically impressive selections, we might have something of quality to look forward to. According to THR, we can expect to see The Joneses in the spring of 2010.

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