Plot
In Winston-Salem, North Carolina, Walter Skinner (Mitch Pileggi) is charged with guarding the life of Dr. James Scobie, a former researcher who is testifying against his former employer, the Morley tobacco corporation. Prior to his trial, Scobie develops a cough, but shrugs it off. In the morning, Skinner and Scobie's wife find his body on the bathroom floor, with his face ripped away.
Morley has created a form of "super-tobacco", which is inhabited by a genetically engineered tobacco beetle whose eggs can survive the process of cigarette manufacturing and are released in the smoke of the cigarettes. The cigarettes were tested on a range of subjects by Scobie and his colleague, Dr. Peter Voss. Of the four human test subjects, chain smoker Darryl Weaver is the only surviving participant. Prior to his death, Scobie agreed to give Weaver an unlimited supply of cigarettes in exchange for his silence; he subsequently pressures Voss into honoring his "arrangement" with Scobie.
A chain of victims soon succumb to the eggs contained in the toxic smoke, all of whom are found with their bodies covered in the tobacco beetles. While interviewing Weaver, Fox Mulder (David Duchovny) is exposed to the smoke, later coughing up blood and needing his lungs invasively cleared as the beetles begin to hatch.
Voss, who had until now been hiding behind his legal advisor, has a change of heart upon hearing of Mulder's condition and tells Skinner of the aforementioned testing. Skinner goes to Weaver's apartment after getting his name from Voss and finds Morley's director of security bound and gagged. When Skinner removes the gag, the man chokes and beetles begin crawling from his mouth. At the hospital, Mulder is in grave danger due to the eggs now hatching in his lungs, and Dana Scully (Gillian Anderson) attempts to find a way to save him, because he is now "too weak for thoracic surgery."
Meanwhile, Weaver attempts to browbeat Skinner, threatening to light one of the toxic cigarettes. As Weaver attempts to leave the building, Skinner shoots his shoulder and the pane of glass behind him, leaving him injured and covered in glass. He drops his cigarette to the floor and Skinner snuffs it out with his shoe. Back at the hospital, Scully realizes that nicotine might save Mulder's life. She is correct in her solution, noting that the high level of nicotine in Weaver's system didn't allow the beetles to develop. Scully administers nicotine to Mulder, who in turn recovers, albeit with a sore throat, as well as a minor addiction to nicotine, which drives him to buy a pack of Morley cigarettes for himself. Chided by Scully, he throws them out, but then stares at them pensively after she leaves. [1]
Reception
"Brand X" first aired in the United States on April 16, 2000. [4] This episode earned a Nielsen rating of 6.8, with a 10 share, meaning that roughly 6.8 percent of all television-equipped households, and 10 percent of households watching television, were tuned in to the episode. [5] It was viewed by 10.81 million viewers. [5] The episode aired in the United Kingdom and Ireland on Sky1 on July 16, 2000, and received 0.75 million viewers, making it the most watched episode that week. [6] Fox promoted the episode with the tagline "Tonight the terror is inside. Deep inside." [7]
Tom Kessenich, in his book Examinations, gave the episode a moderately positive review. He wrote that "this wasn't the most riveting X-File I've ever seen and there wasn't a tremendous amount of heart-pounding tension from beginning to end [...] but that didn't bother me. Sometimes, just being entertained is enough." [8] Paula Vitaris from Cinefantastique gave the episode a moderately positive review and awarded it two-and-a-half stars out of four. [9] Vitaris concluded that the episode was "not the series' most exciting episode, but a solid story with interesting characters used well in the service of the plot" [9] Kenneth Silber from Space.com wrote positively of the episode, saying "'Brand X' benefits from a certain unpredictability in its plot and characters. The menace is unusual, and imaginatively conceived. The tobacco company and its employees display a degree of complexity, rather than merely serving as one-dimensional villains in a public-health morality play." [10] Gareth Wigmore of TV Zone gave the episode an 8 out of 10 rating. Wigmore noted that a "freshness surrounds the whole episode, presumably a result of the writing". [11]
Emily VanDerWerff of The A.V. Club awarded the episode a "C". [12] She called it a "hodge-podge of various elements that have worked in the past but feel beyond tired now". [12] She was largely critical of the episode's story, which she felt was a rip-off of The Insider, as well as the make-up effects for the episode, which she called "fairly fake" looking. [12] VanDerWerff, however, was complimentary towards Tobin Bell's performance, calling him "charismatic and interesting". [12] Rich Rosell from DigitallyObsessed.com awarded the episode 3 out of 5 stars and wrote "Tobacco beetles, dismembered noses and some really bad second-hand smoke permeate this installment, but it gets snuffed out with a lazy payoff." [13] Robert Shearman and Lars Pearson, in their book Wanting to Believe: A Critical Guide to The X-Files, Millennium & The Lone Gunmen, rated the episode two-and-a-half stars out of five. [14] Despite praising the plot, writing "it's a great premise, with lots of gore and larvae", the two lament its loss in direction: "halfway through, once the episode reveals what its concept is, the story is left with nowhere to go." [14]
The seventh season of the American science fiction television series The X-Files commenced airing on the Fox network in the United States on November 7, 1999, concluded on May 21, 2000, and consists of twenty-two episodes. Taking place after the destruction of the Syndicate, this season marks the end of various other story lines; during this season, Fox Mulder learned the true fate of his sister, Samantha.
"Redux" is the two-part fifth season premiere of the science fiction television series The X-Files. "Redux" first aired on November 2, 1997, on Fox in the United States, with "Redux II" airing on November 9. Both episodes subsequently aired in the United Kingdom and Ireland. Both episodes were written by series creator Chris Carter, with "Redux" directed by R. W. Goodwin and "Redux II" helmed by Kim Manners. "Redux" became the second-most-watched episode ever broadcast, earning more than 27 million viewers in the United States alone. The first part of the episode received mixed to negative reviews, whereas the second part received mixed to positive reviews from critics.
"The End" is the 20th and final episode of the fifth season, and 117th overall of the science fiction television series The X-Files. The episode first aired in the United States and Canada on May 17, 1998. "The End" subsequently aired in the United Kingdom on March 17, 1999, on BBC One. The episode was written by executive producer Chris Carter, and directed by R. W. Goodwin. "The End" earned a Nielsen household rating of 11.9, being watched by 18.76 million people in its initial broadcast. The episode received mixed to positive reviews from television critics.
"Triangle" is the third episode of the sixth season of the American science fiction television series The X-Files. It premiered on the Fox network on November 22, 1998. Written and directed by series creator Chris Carter, "Triangle" is a "Monster-of-the-Week" episode, a stand-alone plot which is unconnected to the overarching mythology of The X-Files. "Triangle" earned a Nielsen household rating of 10.8, being watched by 18.20 million viewers in its initial broadcast. The episode generally received positive reviews with many critics commenting on the episode's directing style.
"The Unnatural" is the 19th episode of the sixth season of the American science fiction television series The X-Files, which first aired on April 25, 1999, on the Fox network. Written and directed by lead actor David Duchovny, the episode is tangentially connected to the wider mythology of The X-Files, but narratively functions as a "Monster-of-the-Week" story. "The Unnatural" earned a Nielsen household rating of 10.1, and its first broadcast was watched by 16.88 million people. The episode received positive reviews from critics, and was well-liked by members of the cast and crew, including series creator Chris Carter and co-star Gillian Anderson.
"The Sixth Extinction" is the first episode of the seventh season of the science fiction television series The X-Files. It was first shown on the Fox network on November 7, 1999, in the United States. The episode was written by Chris Carter and directed by Kim Manners. "The Sixth Extinction" earned a Nielsen household rating of 10.6, being watched by 17.82 million people in its initial broadcast. The episode received mixed to positive reviews from critics.
"The Sixth Extinction II: Amor Fati" is the second episode of the seventh season of the American science fiction television series The X-Files. It was directed by Michael Watkins and written by lead actor David Duchovny and series creator Chris Carter. The installment explores the series' overarching mythology and concludes a trilogy of episodes revolving around Fox Mulder's (Duchovny) severe reaction to an alien artifact. Originally aired by the Fox network on November 14, 1999, "The Sixth Extinction II: Amor Fati" received a Nielsen rating of 10.1 and was seen by 16.15 million viewers. Initial reviews were mixed, and the plot and dialogue attracted criticism. Later critics viewed the episode in a more positive light, and several writers named it among the best in the series.
"Hungry" is the third episode of the seventh season of the science fiction television series The X-Files. It premiered on the Fox network in the United States on November 21, 1999. It was written by Vince Gilligan, directed by Kim Manners, and featured a guest appearance by Chad Donella. The episode is a "Monster-of-the-Week" story, unconnected to the series' wider mythology. However, unlike previous Monster-of-the-Week stories, "Hungry" is told from the monster's perspective. "Hungry" earned a Nielsen household rating of 9.6, being watched by 16.17 million people in its initial broadcast. The episode received mixed to positive reviews from critics.
"Orison" is the seventh episode of the seventh season of the science fiction television series The X-Files. It premiered on the Fox network in the United States on January 9, 2000. It was written by Chip Johannessen, directed by Rob Bowman, and featured guest appearances by Nick Chinlund and Scott Wilson. The episode is a "Monster-of-the-Week" story, unconnected to the series' wider mythology. In addition, "Orison" serves as a sequel, and brings closure, to the second season episode "Irresistible", with Chinlund reprising his role as Donnie Pfaster. "Orison" earned a Nielsen household rating of 9.4, being watched by 15.63 million people in its initial broadcast. The episode received mixed reviews from critics, with some criticizing the final scene featuring Scully killing Pfaster, calling it a betrayal of characterization.
"The Amazing Maleeni" is the eighth episode of the seventh season of the science fiction television series The X-Files. It premiered on the Fox network in the United States on January 16, 2000. It was written by Vince Gilligan, John Shiban, and Frank Spotnitz and directed by Thomas J. Wright. The episode is a "Monster-of-the-Week" story, unconnected to the series' wider mythology. "The Amazing Maleeni" earned a Nielsen household rating of 9.4, being watched by 16.18 million people in its initial broadcast. The episode received mixed reviews.
"Fight Club" is the twentieth episode of the seventh season of the science fiction television series The X-Files. It premiered on the Fox network in the United States on May 7, 2000. It was written by series creator Chris Carter, directed by Paul Shapiro, and featured a guest appearance by Kathy Griffin. The episode plot serves as a "Monster-of-the-Week" story, which is unconnected to the series' wider mythology. "Fight Club" earned a Nielsen household rating of 6.9, being watched by 11.70 million people in its initial broadcast. The episode received mostly negative reviews from television critics.
"Requiem" is the twenty-second episode and the finale of the seventh season of the science fiction television series The X-Files, and the show's 161st episode overall. It premiered on the Fox network in the United States on May 21, 2000. The episode was written by Chris Carter, and directed by Kim Manners. The episode helped to explore the series' overarching mythology. "Requiem" earned a Nielsen household rating of 8.9, being watched by 15.26 million viewers in its initial broadcast. The episode received mostly positive reviews from television critics. Many applauded the way it made the series' increasingly marginalized alien mythology relevant again, although others lamented the partial loss of David Duchovny.
"Within" is the eighth season premiere of the science fiction television series The X-Files. The episode first aired in the United States on November 5, 2000, on the Fox Network. It was written by executive producer and series creator Chris Carter, and directed by Kim Manners. The episode earned a Nielsen rating of 9.5 and was watched by 15.87 million viewers, marking a slight increase from the previous season's finale "Requiem". "Within" was largely well-received by critics, although some fans felt alienated by the addition of Robert Patrick to the cast.
"Without" is the second episode of the eighth season of the science fiction television series The X-Files. The episode first aired in the United States and Canada on November 12, 2000, on Fox and subsequently aired in the United Kingdom on February 18, 2001. It was written by executive producer Chris Carter and directed by Kim Manners. The episode helps to explore the series' overarching mythology and continues from the seventh season finale, "Requiem", and season eight premiere, "Within", in which Fox Mulder was abducted by aliens who are planning to colonize Earth. The episode earned a Nielsen rating of 9.0 in the United States and was seen by 15.1 million viewers. As with the previous episode, "Within," it was generally well-received by critics, although some detractors criticized various plot points.
"Alone" is the nineteenth episode of the eighth season and the 180th episode overall of the science fiction television series The X-Files. The episode first aired in the United States on May 6, 2001 on Fox, and subsequently aired in the United Kingdom on Sky1 on June 14, 2001. It was written and directed by executive producer Frank Spotnitz. "Alone" earned a Nielsen household rating of 7.5 and was viewed by 12.7 million viewers. It received mixed to positive reviews from television critics.
"Deadalive" is the fifteenth episode of the eighth season of the science fiction television series The X-Files. It was written by executive producers Chris Carter and Frank Spotnitz, and was directed by Tony Wharmby. It explores the series' alien mythology story arc. Following its North American premiere on April 1, 2001, it received a Nielsen household rating of 7.3 and was watched by 12.4 million viewers. It garnered mixed reviews; while most critics were happy with the return of actor David Duchovny, some criticized the episode's plot holes. It later won the show's last Emmy Award, for Outstanding Makeup.
"Per Manum" is the thirteenth episode of the eighth season of the American science fiction television series The X-Files. It premiered on the Fox network on February 18, 2001. Written by Frank Spotnitz and series creator Chris Carter, and directed by Kim Manners, the episode helps to explore the series' overarching mythology. "Per Manum" received a Nielsen rating of 9.4 and was watched by 9.61 million households. Overall, the episode received mostly positive reviews from critics.
"This Is Not Happening" is the fourteenth episode of the eighth season and the 175th episode overall of the science fiction television series The X-Files. The episode first aired in the United States on February 25, 2001, on the Fox Network, and subsequently aired in the United Kingdom. It was written by executive producers Chris Carter and Frank Spotnitz, and directed by Kim Manners, and forms part of the series' overarching mythology. The episode received a Nielsen household rating of 9.7 and was watched by 16.9 million viewers, making it the highest-rated episode of the season. "This Is Not Happening" was received positively by television critics.
"Three Words" is the sixteenth episode of the eighth season of the science fiction television series The X-Files. It first aired in the United States and Canada on April 8, 2001, on Fox. Written by executive producers Chris Carter and Frank Spotnitz, and directed by Tony Wharmby, it explores the series' overarching mythology. It earned a Nielsen rating of 7.6, viewed by 7.77 million households, and received mixed to positive reviews from television critics.
"Signs and Wonders" is the ninth episode of the seventh season of the science fiction television series The X-Files. It premiered on the Fox network in the United States on January 23, 2000. It was written by Jeffrey Bell, directed by Kim Manners. The episode is a "Monster-of-the-Week" story, unconnected to the series' wider mythology. "Signs and Wonders" earned a Nielsen household rating of 8.5, being watched by 13.86 million people in its initial broadcast. The episode received mixed reviews from television critics.
