THE LADY IN THE FAKE

In theaters this weekend:

Fly Me to the Moon--Scarlett Johansson plays a Madison Avenue marketing hustler brought to NASA in Florida in the late '60s to help re-sell the Apollo moon mission to the public, and thus to an increasingly reticent and tight-pursed Congress. Soon the astronauts are sporting Omega watches in print ads, and Tang drink mix is being touted as the beverage of space travelers.

Those of us who go back that far may remember this advertising blitz; I certainly consumed unhealthy quantities of Tang around that time--any quantity was probably unhealthy--because of its supposed outer space connections. But in this lavish period romcom, it's the highly fictitious set-up for the meet-cute between Johansson and Channing Tatum, as a serious-minded NASA launch director.

He falls for her at first sight, then when he learns who she is he's outraged at her interference. And it truly is outrageous; she even hires actors to play some of the less charismatic or more camera-shy NASA staffers in TV interviews, Tatum included. But of course, over time his resistance is worn down by her adorableness.

Johansson is pretty adorable, at that. She wears the chic '60s outfits like she was born for them, and her purse-lipped, mischievous little smirk is winning as always. Tatum is in his comfort zone here, too; likably bland and dim and stalwart. The stars have a comfortable romantic rapport, and they're well supported by a roster of character players, like Woody Harrelson as the jovial mystery man who hires Johansson, Jim Rash as a prima donna commercial director and Ray Romano as Tatum's loyal sidekick. There's also a gorgeous black cat.

Between the cast, the vintage atmosphere and retro styles and settings, and a terrific soundtrack, the movie, directed by Greg Berlanti (of Love, Simon) from a script by Rose Gilroy, would be ludicrous and fluffy but inoffensive enough, even charming. But in the middle of this buffoonish burlesque of NASA history, there are attempts to generate genuine drama and poignancy over the earlier tragedy of Apollo 1 in 1967 that strike a sour note.

Worse yet, in the severely overlong second half, the plot goes off the rails. Harrelson's government spook makes Johansson stage, you guessed it, a fake moon landing, as a contingency in case the real one fails. She reluctantly goes along with this, unbeknownst to Tatum, as the real landing is taking place, even though she feels like she's betraying him.

This extended finale is clumsily staged, but that's not what's offensive about it. The "Fake Moon Landing" narrative is one of the quintessential paranoid American folk legends, likely arising, I've always suspected, among the many people who insisted that the moon landing was a ridiculous folly and would never succeed--arising, like so much else in our toxic national discourse, from the common American inability to admit it when we're wrong. Fly Me to the Moon means it all facetiously, of course, but this doesn't strike me as the most auspicious time in our country's history to lend even that much credence to a conspiracy theory.