Those of us discreetly looking forward to a theatrically released film featuring One Direction were perhaps hoping for something more captivating and ingenious than a glorified electronic press kit. We wanted something that didn't represent the depthless, scandal-mongering, narrow-minded, pleasure-seeking spirit of the times; the efficient result of a few business meetings, and the occasional quasi-creative one, that would then rely on cultural obedience to generate the babbling publicity necessary for it to be certified an authentic cultural event.