Plot
Alice Ackerman works as a camgirl on a website called FreeGirlsLive (FGL) under the name "Lola_Lola". Obsessed with her rank on the site, she is trying to break into the Top 50 most popular content providers and hoping to become Number 1 someday, but competes with camgirls who deliver racier content. Her online persona is that of the flirtatious "girl next door", sweet but willing to experiment. On camera she might take a bubble bath, for instance, as well as performing fairly wholesome recommended activities, chattily building up to the climactic "cumshow" using a teddy bear-shaped dildo or other ironically naive sex toy. One night, her fans are shocked when a new follower, using the sock puppet handle Visitor003123, dares her to use a knife instead of a dildo. She blocks his account, but he immediately reappears with a new handle number and posts threatening dysphemisms. Alice pulls out a knife, watching while her fans type in their alarmed protests and her rank numbers rise, then slits her throat. After a few moments, she lifts her head and reveals it was only a stunt.
Her friend Arnold, who goes by Tinker, DMs her afterward and it is revealed that he was "Visitor", and she is thrilled by her rise to position #53. Arnold notes that Barney liked the violence and Alice suggests that Barney might be "a whale" (a generous benefactor).
Alice's mother, a beauty salon cosmetician, believes she works in web development, and her younger brother Jordan has agreed to keep her secret but persuades Alice to tell their mother the truth someday. Alice has two loyal viewers, Barney and Arnold, with whom she regularly engages in DMs. She learns that Barney will be in her area soon and agrees to a date with him. While shopping for supplies for Jordan's birthday weekend, Alice sees Arnold in another aisle and realizes he has moved nearby. In shock, she invites the inventory stocker, an acquaintance named Katie, to come to Jordan's party, while Arnold hurries away without speaking. Shortly thereafter, Arnold reveals that he has found a job in her city, but she grows angry and tells him this is unacceptable.
One morning, Alice finds that she cannot access her FGL account, but that the account is still active and streaming. She finds that the channel has been taken over by someone with her exact appearance and mannerisms. Alice contacts the site's customer service, believing that they are replaying old shows, but they assure her that this is impossible. When Alice messages the channel, the "Lola" onscreen responds and addresses her directly. Alice confides in her fellow camgirls about the situation, who agree that it is strange but swear they are not responsible for it, and then lose interest in the matter.
Alice continues to try to access her FGL account, as well as to create a new one, but all her attempts fail. At Jordan's birthday party, a fight breaks out between him and his friends after they happen across one of the fake Lola's streams and ridicule her, which causes her mother to inadvertently find out the truth. A humiliated Alice panics and leaves.
That night, the fake Lola hosts a show in which she stages her own suicide by shooting herself in the mouth. Alice contacts the police, who are unhelpful and judgmental. When the fake Lola announces an upcoming joint show with fellow camgirl BabyGirl, Alice unsuccessfully attempts to get in contact with the latter.
When "Lola" goes live during Alice's date with Barney, he assaults her, accusing her of lying about her identity to scam him, but she manages to free herself. She later uses information provided by Barney to determine Baby's real name, which is Hannah Darin, and discovers that the real Hannah had died in a car crash six months prior. She searches for other camgirls that she assumes to be doppelgängers and notices that each of them have Arnold as their top friend.
Alice seeks Arnold out at his motel and begs for his help, and he agrees and professes his love for her. She later falls asleep and wakes up in the middle of the night to find Arnold in a private cam session with Lola. An enraged Alice demands answers; Arnold explains that he knows about the replicas but insists that he is not behind them. Alice then talks to the fake Lola from Arnold's computer, who appears oblivious to the fact that they are identical. She angrily leaves, ignoring Arnold's pleas with her to stay.
Alice goes home and sets up her vanity mirror, camera, and television in a position that creates an illusion showing multiples of her. She joins a private cam session with the fake Lola (who once again doesn't recognize her) and suggests that they go live together. The fake Lola enthusiastically agrees and viewers chalk up the two Lolas to special effects. Alice challenges Lola to a game: they must imitate each other; whoever the viewers think does the best wins. If Alice wins, she gets to ask anything of Lola. Alice is declared the winner after breaking her own nose and she demands Lola's account password. She then deletes Lola's account just as it reaches the number 1 rank.
Some time later, she prepares to start a live show under a new account, "EveBot", with her mother assisting with cosmetics. The film ends as she starts all over again with the new identity.
Production
Screenwriter Isa Mazzei, a former cam girl herself, wanted to create a documentary film about cam girls. She decided that a documentary was not the best medium, telling Vice , "I felt like often, for people that I talk to about camming, no matter how much I would explain it or show it to them, they still didn't fully get it." She decided a horror film would be a better way to present the story. [4]
Much of the story was drawn from Mazzei's own experience as a cam girl. The story element of Lola having her image stolen came from Mazzei having her camming videos pirated and reposted without crediting her. [4] Alice's interactions with the police officers are taken from Mazzei and other sex workers' experiences of being dismissed and hit on when reaching out for help. According to Mazzei, the question one of the police officers asks her, "What's the weirdest thing you've ever had to do?", was actually asked of her by several Hollywood executives in meetings once they learned that she had previously worked as a cam model. [4]
Mazzei and director Daniel Goldhaber had been friends since high school, and he had previously directed some of her pornographic videos. Goldhaber's directing credits had previously only been shorts and student films. [2]
The film was shot over 20 days. [2] Principal photography on the film began on March 27, 2017. The film wrapped on April 23, 2017. [5]
The film has a joint opening credit "A Film by Isa Mazzei & Daniel Goldhaber", in place of the traditional opening credit which only credits the director. According to Mazzei and Goldhaber this was done as "a rebuke to director-oriented auteurship". [2]
Reception
Critical response
Cam received widespread praise for its innovative narrative, strong performances, and thought-provoking exploration of identity in the digital age.
On Rotten Tomatoes, the film holds an approval rating of 93% based on 101 reviews, with an average rating of 7.2/10. The site's critical consensus reads, "Smart and suspenseful, Cam is a techno-thriller that's far more than the sum of its salacious parts – and an outstanding showcase for Madeline Brewer in the leading role." [9] Metacritic reports a weighted average score of 71 out of 100, based on 17 critics, indicating "generally favorable reviews". [10]
Critics were particularly impressed with Madeline Brewer's performance as Alice, a camgirl who discovers that her online persona has been hijacked by a mysterious duplicate. The Verge praised Brewer's compelling portrayal, noting that the film "serves as a gripping exploration of one woman's battle to regain control of her identity," while also tapping into contemporary anxieties about privacy and digital self-representation. [11] The Guardian lauded the film's visual style, comparing it to "dreamy visuals plucked straight from Tumblr's heyday." The review emphasized the film's ability to balance thriller elements with deeper reflections on self-identity, calling it "an unsettling look at the consequences of a life lived online." [12]
IndieWire described the film as a "feminist techno-thriller" and commended the director, Daniel Goldhaber, for his ability to create a tense and disturbing atmosphere. [13] Vox argued that Cam is a horror film for the influencer age, highlighting its effective commentary on the commodification of online personas. [14] The New York Times called Cam "a smart, moody, and disturbing thriller" that explores the "psychological chaos that arises from being exposed online" and appreciated the way it "delves into the complicated world of internet sex work and its intersection with identity and control." [15]
However, not all reviews were as glowing. Mashable described the film as a "good idea that doesn't quite deliver," criticizing its narrative pacing and lack of belief in its protagonist's decisions, which somewhat weakened its impact. [16] The Hollywood Reporter praised the film for its ability to merge horror with techno-thriller elements and called it "a thoughtful and unsettling film about online identity, control, and self-exploration." [17]
