Take Three: Alex, Inc.

Alex, Inc: Season 1, Episode 3 “The Butterfly Pavilion” (B-)

I’ll admit that this show is decently entertaining, but it feels very juvenile most of the time when it should feel cutting-edge. Some of it’s also just so random, like Eddie, who always thinks he knows what’s best for his cousin, making bus bench ads that make Alex look like a construction worker. Building a booth in the middle of the communal space was equally egg-headed since it meant that they were going to have to pay for the extra space used, and of course it was all just a lead-up to Alex overhearing, thanks to his loyal stalker-producer Deirdre, that Eddie just wanted him to be impressed by him for once. Turning the booth into a music recording studio so that the extra rent would go away was clever, and things appear to be looking up once again for this team. Alex wanting to make his own decisions so badly that he ate a rotten sandwich just to prove the point was ridiculous, but the scene was mildly funny. His son finding a guitar and suddenly being incredible at playing it thanks to a YouTube video was a stretch, and I suppose it’s sweet that he wants to score his father’s podcast. The running joke on this show is that Rooni isn’t the parent that either of her kids look to as reliable, and chaperoning a trip while working and stepping on the butterfly did little to help. Even though she was convicted by the jury of much younger non-peers, getting to teach them a bit about the law seemed like a rewarding opportunity for her.

Round Two: Alex, Inc.

Alex, Inc: Season 1, Episode 2 “The Wax Museum” (B-)

This episode had an important distinction to make, one which affects how this show should be perceived going forward. Either it was going to be a fresh series about someone making it in the podcasting world, or it was going to be Zach Braff being Zach Braff. While that’s not necessarily a bad thing, since it is entertaining, the latter choice makes this show slightly less appealing if only for its lack of originality. Alex having to mediate fighting between Deirdre and Eddie is one thing, but trying to prove that the chair that naturally leans forward actually works fine only to be ejected onto the floor twice emphasizes physical comedy over more depth that’s lacking here. His first idea should have been to have the two meetings together to impress them in one fell swoop, and his lamentable attempt to run between the two while lying through his teeth was a waste of time. Signs like “no arguing in the common areas” take the initial joke of “no podcasting in kitchen area” too far, making it hard to take this show seriously. There is a surprising lack of consequences for anything that he does, namely because his loyal wife is going to step in at every turn before Soraya leaves him a precocious note for when he gets home late. Rooni convincing Ben to dress up as Eleanor Roosevelt was creative, and it was winning most for the way in which it embraced Ben’s unique sensibilities. I’m not sure I need to be watching this show, but I could give it a few more episodes if my wife continues to enjoy it.

Pilot Review: Alex, Inc.

Alex, Inc. (ABC)
Premiered March 28 at 8:30pm

I saw a promo for this show which touted Zach Braff’s return to television featuring Neil Flynn’s Janitor from “Scrubs” setting him up to slip on a wet floor to dampen his excitement about returning to television, and another one that featured a giant robot simply because Braff wanted to get audiences’ attention. That doesn’t speak all too highly of this show standing on its own, since it’s simply an excuse for Braff to headline a series. Now it turns out that this show is actually based on a real person, Alex Blumberg, a famous podcaster, which makes it slightly more interesting. Braff isn’t the same goofy guy he played on “Scrubs” here; instead, he’s a slightly less goofy dad who works all the time and then decides that he doesn’t want to do it anymore, changing his entire outlook on life and what’s important to him. The most energizing moment of this episode wasn’t the dramatic planeside speech he delivered to secure the investor that he needed, but rather his ability to sell the power of the podcast through energetic storytelling and fun sound effects for his children. That’s where I think this show might succeed, but we didn’t see a whole lot of that throughout the episode. I’m very happy to see Tiya Sircar from “The Good Place” and “Master of None” as Alex’s wife, and I hope the role will be a funny and meaty one for her. I’m less excited by Michael Imperioli’s presence as Alex’s cousin since I think the former “Sopranos” star was better on that show and probably better-suited for the drama there than this part. I’m not sold yet, but like real-life investor Chris Sacca, I’m willing to see where it goes.

How will it work as a series? Hopefully, Alex learned from his wife Rooni’s reaction that he shouldn’t lie to her again, and that he should instead include her on the important and difficult decisions in his life, of which there are sure to be many since he’s on an uphill journey to being able to be sustainable and successful. That should prove entertaining at the very least.
How long will it last? Reviews seem to be on the lower end of mixed, but the ratings for this show were more positive. Wednesday night is big for ABC these days, and so the pressure is high, but with some of its older programming becoming less fresh, I think something like this with an affable star like Braff is likely to do well, especially considering the promotion that it’s getting celebrating his return to the network.

Pilot grade: B