They Live is a 1988 film directed by John Carpenter, who also wrote the screenplay under the pseudonym "Frank Armitage." The movie is based on Ray Nelson's 1963 short story "Eight O’Clock in the Morning."
Part science fiction thriller and part black comedy, the film echoed contemporary fears of a declining economy, within a culture of greed and conspicuous consumption common among Americans in the 1980s. In They Live, the ruling class within the monied elite are in fact aliens managing human social affairs through the use of subliminal media advertising and the control of economic opportunity.
THE PLOT
John Nada (Roddy Piper) is a homeless laborer who finds work on a Los Angeles construction site. One of the workers, Frank Armitage (Keith David), takes him to a local shantytown. After eating at the soup kitchen and spending the night, he notices odd behavior at the small church across the street. Investigating, he discovers that the church's soup kitchen is a front: inside, the loud "choir practice" is a recording, scientific apparatus fills a back room, and cardboard boxes are stacked everywhere, including some in a secret compartment he stumbles into.
That night, the police surround the church, forcing the inhabitants to flee. The police then turn on the shantytown, destroying it with bulldozers and beating the blind minister of the church. Nada returns to the site the next day and investigates the church again, which has been emptied. He takes one of the boxes from the secret compartment and opens it in an alleyway, finding it full of sunglasses. He keeps one pair and leaves the rest in a garbage can.
When Nada later dons the glasses for the first time, the world appears in shades of grey, with significant differences. He notices that a billboard now simply displays the word "Obey"; without them it advertises that Control Data is "creating a transparent computing environment." Another billboard (normally displaying "Come to the Caribbean" written above a lovely woman lying on a beach) now displays the text "Marry and Reproduce." He also sees that paper money bears the words "This is your God." All printed matter around him contains subliminal advertising.
