A remake of the French Je ne suis pas un homme facile, Sacha Baron Cohen plays a dyed-in-the-wool male chauvinist in an advertising agency and Rosamund Pike his put-upon employee. He bangs his head and wakes up in a society where all the gender roles have been reversed. If this sounds familiar, it's basically the Two Ronnies' The Worm that Turned from 1980, expanded to feature length and with added gender-swiched modernisms such as 'womansplaining'. Observing Baron Cohen struggle to cope with now being an underling who has to dolly himself up to curry the favour of his bosses is fun for a while, but the concept is badly flawed from the outset by just turning one unrealistically prejudiced society into another. The cast of umerous British acting heavyweights relishing being silly keeps you watching, but it isn't much more subtle than the Two Ronnies' story and no surprise that despite the London setting, the script and production are completely Hollywood products. It could easily have been cast with Matthew McConaughey and Jennifer Aniston in the lead roles instead, if that isn't enough of a warning.
4/10