The concept is interesting, but the style, humour and plot are too familiar and lazy. The supporting cast are mediocre. The jokes are obvious and very average in their execution.

Hiddleston is a decent actor, but hardly amazing. He can't lift this material. He can't even get the most out of a few scenes with potential. Owen Wilson is more of a highlight but the story just isn't that interesting yet. And he doesn't get much chance to exercise his comedic muscles.

The music was interesting, along with the costumes and overall look. But considering the nature of the story, it's quite shockingly unimaginative. It's more about style than substance. Maybe it will get better, but I'm surprised at how easily impressed a lot of people apparently are.