Mad Heidi (2022) — Movie Review

In the world of film, particularly where it concerns exploitation cinema from the 70s and 80s, genre parody is seldom accomplished effectively. Many directors, aiming to evoke a specific response of admiration, often fall short despite their best intentions. While lack of resources and vision largely contribute to these failures, there are rare instances where some movies manage to break through the mold of low-budget imitations, gleaming with a special spark that captivates audiences. One such film that stands out from the crowd is Mad Heidi.

However, it's essential to acknowledge that the success of such films lies on a continuum. While Mad Heidi may not match the sharp wit of parodies like Black Dynamite, or the homespun audacity of a Kung Fury, it compensates with extraordinary production design, stunning landscapes, compelling performances, and an original backdrop for this type of neo-exploitation parody. The plot, centered around tyrannical dairy magnates in a genre often riddled with clichés, is an inspired choice.

Dubbed the first "Swissploitation" film, Mad Heidi is a playful spin on the timeless children's novel penned by Swiss writer Johanna Spyri in 1881. The book narrates a young girl's coming-of-age journey amidst the picturesque Swiss countryside. Contrarily, the movie recasts Heidi as an alluring resistance fighter, who wages war against "cheese fascists" following the demise of her lover and grandfather. The amusing aspect here is the villainous Swiss President, enacted by Casper Van Dien of Starship Troopers fame, whose character and inconsistent performance add to the film's humor.

Mad Heidi is undeniably a nod to Tarantino, borrowing specific stylistic elements like introducing characters with flashy name overlays. The movie also touches upon many classic exploitation sub-genres, such as the women-in-prison films, while carefully avoiding the degree of objectification seen in the original works. The modern viewer's taste, no longer tolerant of excessive degradation of protagonists, calls for a narrative that empowers, even if somewhat superficial. In Mad Heidi, this shift is evident in the presentation of nudity, which is infrequent and subtle, allowing the film's star, Alice Lucy, to maintain her dignity.

One area where Mad Heidi truly shines is in the creation of an immersive setting. It paints a dystopian picture of Switzerland under the rule of a cheese mogul president. Propaganda broadcasts urge citizens to report their lactose-intolerant acquaintances, resulting in their swift capture and elimination. Illegal cheese trading thrives in the shadows, while the government's secret police employ fondue torture and fatal Toblerone ingestions. Meanwhile, a new threat emerges in the form of an experimental "ultra Swiss" cheese that could potentially zombify the populace.

The film's superior production design, often absent in parody cinema, and the use of Switzerland's natural beauty make Mad Heidi visually appealing. Although constrained by budget limitations, the film frequently compensates with humorous gore effects reminiscent of Peter Jackson's iconic absurdity.

The movie is an impressive first outing for directors Johannes Hartmann and Sandro Klopfstein, who raised a significant portion of the film's budget through crowdfunding. Their commitment to the project is apparent in the impressive Swiss setting and extravagant gore, elements that have won the film several awards at European genre film festivals. The creators are now showcasing the movie on their website, paving the way for direct monetization. The film's accompanying merchandise, including a branded absinthe line, complements this strategy perfectly.

While Mad Heidi, despite its English origins, might face obstacles resonating with US audiences due to its inspiration from a less-known Swiss novel, it still offers a lot for lovers of action films and independent film production. Hopefully, Mad Heidi will garner the attention it rightfully deserves from both these demographics.