John Paul DeJoria is, by all accounts, an amazing man with an even more amazing life story, having overcome two separate instances of homelessness, multiple divorces and many failed career ventures before co-founding Paul Mitchell and Patrón Tequila and in the process becoming a philanthropic billionaire who gives back to people and the planet. Too bad, then, that Good Fortune is such a doggedly hagiographic nonfiction portrait, reducing his entire saga and ethos to PR-style slogans. Narrated by pal Dan Aykroyd as if he were providing overblown voiceover for a 1940s newsreel, Joshua and Rebecca Harrell Tickell's documentary employs flashy aesthetics (split screens, color filters, archival-media montages); a boisterous score; and interviews with DeJoria, his relatives and acquaintances to recount the rags-to-riches tale, which is embellished with asides about how much DeJoria loved his mother and cares for his kids.
Throughout, DeJoria's own recollections sound rehearsed, while everyone else's comments come across as tailored for soundbites. No doubt, these talking-head assertions about DeJoria's charitable attitude toward work and life -- from his support of eco-conservationist efforts to his backing of heart-in-the-right-place entrepreneurs to his providing free meals to those who work for him -- are true. Alas, they're delivered in a celebratory one-note package that feels like something cooked up by a publicity team.