They do not make movies like Mad Heidi anymore. Starring Alice Lucy as the titular character, the plot focuses on a Swiss mountain girl who has been captured by the fascist government of her country. After escaping she goes on a quest for vengeance and justice. Plenty of movies have been inspired by the genre craze of the 1970s. Filmmakers Quentin Tarantino and Robert Rodriguez have spoken often of their love of exploitation. There have been documentaries and even channels dedicated to exploitation.
Despite the popularity of these types of films, they rarely come around today. Tastes have changed and gratuitous nudity and, to a lesser extent, extreme violence are not as acceptable to modern theater going audiences. There are still movies that have much of the DNA of exploitation movies, but most are seen as a byproduct of a long gone era.
From the Swissploitation Films parody of the Paramount Pictures logo at the start to the large shootout in the finale, Mad Heidi leans into its exploitation roots. The kills are gory and nothing is off limits and there is a women in prison element. It is violent, sexy, funny, and a hell of a ride. The colors are vibrant and there are some amazing costumes. Adding to the enjoyment are some great one liners – especially in the climactic showdown. This is a movie that is unafraid to have a joke at its own expense.
As entertaining as the story and action are, Lucy ensures this is more than just a forgettable spoof. Heidi is a badass that audiences will root for from the beginning and Lucy shows off a star quality that would translate well to future action movies. She also brings a sex appeal to the role that is rarely seen today. Make no mistake about it, she is a hero first and foremost, but there is definite allure to her.
Mad Heidi serves as a love letter to the exploitation films of past days. It is a gross, corny, and delightful watch. Alice Lucy proves herself to be a capable action star in a story filled with memorable characters. Cinema has evolved from the exploitation gems of the 70s, but it is refreshing to see modern independent cinema so readily look to that decade for inspiration.
Mad Heidi comes to theaters for a special one night engagement June 21 Tickets are on sale at Fathom Events
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