Product tie-ins to today's blockbuster feature films have become an ordinary, if not necessary, means of studio marketing. Without video games, toys, candy and t-shirts that now accompany each new summer release, a film automatically finds itself at an economic disadvantage. And for the most part, consumers have come to accept, if not grudgingly expect, this coexistence. But when a film, such as Spy Kids 3-D: Game Over, so deliberately violates this merchandising balance, it's hard to ignore the large, 3-D, mechanical, robot-like arm that gropes the wallet and purse of every parent who enters the theater.

The action of Spy Kids 3-D: Game Over takes place inside a video game, putting into motion an adventure that unfortunately continues the downward trend of the Spy Kids franchise. Not even an attempted revival of the 3-D craze that swept the movie scene in the '50s can provide enough gimmicks to overcome this film's lackluster performance. What started with the original as a wonderful, heartfelt storyline of family bonding and togetherness, the Spy Kids series has episodically degenerated into a display of whiz-bang computer one-upmanship coupled with artificial attempts to endear the viewer. The only warmth felt in Spy Kids 3-D: Game Over comes from the razor-sharp edges of the cardboard glasses digging into the bridge of my nose.

The story is centered around former OSS agent Juni Cortez (Daryl Sabara) as he enters a video game created by the evil Toymaker (Sylvester Stallone). At the moment Juni enters the game, we are instructed to don our 3-D glasses, where we join Juni in the virtual world of artificial backgrounds and computer-generated environments. In a gravity-defying XGames competition of sorts, bolts, screws, springs and mechanical claws surge forward as Juni plays the game level-by-level in an attempt to rescue his sister Carmen (Alexa Vega), who is being held captive somewhere on level 4.

The technical wizardry on display is indeed captivating for about the first half hour or so. While there is no question about director/writer Robert Rodriguez being one of the best in the field, after the initial novelty wears off, the movie quickly becomes well worn, predictable and actually quite boring. Although Juni's adventure is meant to demonstrate the strength and devotion of family love, it's all too easy to see through the film's thin veneer of compassion and view it as a high-octane, market-driven merchandising machine. Here comes that groping robot arm again!

Brief appearances by Juni's extended family (including Antonio Banderas as Gregorio and Carla Gugino as Ingred) and cameos by various bit players come off as afterthoughts rather than integral entities to the plot. It's almost as if Rodriguez realizes the movie's end is nearing so he parades them through during a grand finale sequence. Grandfather Cortez (Ricardo Montalban) has a major role as Juni's game-playing mentor. We quickly learn that his motives lie not in Juni's victory but rather in the seemingly revengeful defeat of Toymaker. Montalban gives one of the film's better performances including a reference to his Corinthian leather-clad wheelchair.

Stallone wallows through his paces like a glass-jawed prizefighter who lost more bouts than he won. He fails to bring life to the villainous Toymaker and misses three more opportunities as either of the Toymaker's triumvirate of alter egos. However, George Clooney treats us to a humorous Stallone impression as his face morphs into that of the Sly one.

For each of the film's faults and failures, there is a corresponding bar that is raised with regards to technical achievement on film. The special effects are truly dazzling and groundbreaking, but very much like what has happened to the Star Wars series throughout the years, the charm of fascinating storytelling gives way to the encroachment of technology. In what used to be one of the most charming aspects of the Spy Kids story, the characters have become, dare I say, one-dimensional and uninteresting.

(Released by Dimension/Miramax and rated "PG" for action sequences and peril.)

Review also posted at www.franksreelreviews.com.