Critics Agree! * BRUCE Is Swell!
In this meta-comedy, Campbell plays Bruce Campbell, an alcoholic dickwad living in a trailer, suffering through a divorce, and showing up on the sets of direct-to-video shit in order to make alimony payments. (The actual Bruce Campbell is married with kids, and his career's going pretty well at the moment, thanks for asking — he's got a nice gig on the surprise hit show Burn Notice.) Campbell is playing a farcical nightmare version of himself, and having a ball doing it. You get to see him abusing dumb-ass fanboys, which is always good for a laugh, but he also mercilessly takes the piss out of his own place in geek-fandom.
It's this funhouse-mirror Bruce who gets drawn into a supernatural adventure not far from his trailer. Some teenagers have awakened Guan-Di, a Chinese god guarding a mine shaft where Chinese workers once died; three-quarters of the teens are summarily dispatched, and the lone survivor — Jeff (the feminine-looking Taylor Sharpe), a die-hard Bruce fan — escapes and kidnaps Bruce, convinced that only he has the stuff to rid the tiny town of Goldlick of the wrathful god. Thinking that the whole thing is a birthday surprise via his agent (Ted Raimi, in one of three roles), Bruce agrees to play "the hero" — until he discovers that Guan-Di is quite real, at which point he fills the seat of his pants.
* Critics I agree with agree, that is...