Always Tomorrow (film #8 on Feature Films. Also, film #75 on Prelinger Archive). [Category: Industrial]

Coca-Cola bottler Jim Westlake reacts to World War II by going on a long, extended reminiscence, where he tells us all about the troubles he had to deal with in the past, which he solved with good ol’ American pluck, know-how, and faith in Coca-Cola, amen! This is a campy and interesting portrait of the corporate culture of Coca-Cola in the 40s, as well as the more general attitudes of big business at the time. Campiest is probably Jim’s second banana Larry, who whines like Droopy about trifles like war, depressions, sugar shortages, and how they are going to pay their bills. Jim himself is obviously too important to dirty his hands with that stuff––he’s too busy thinking about The Future and how it involves selling more and more Coca-Cola so that the business can grow and grow and grow without end. Absolutely no downside is shown for this unending growth. The film goes on and on about this, grinding its messages of future-thinking and faith in the all-powerful-and-good sugary brown beverage into the ground until you want to scream. Some may find this tedious, but for my money this makes the film a must-see as the ultimate example of corporate religion spouted in an industrial film. Settle down, grab an ice-cold Coke, and watch the show, folks. Soon, at least according to the Onion, it’ll be mandatory!

Ratings: Camp/Humor Value: ****. Weirdness: ***. Historical Interest: *****. Overall Rating: ****.

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