Set in summer 1985 Stranger Things Eleven say pretty bitchin I dump your ass shirt as “Back to the Future” rides high at the box office and syrupy-sweet New Coke faces a backlash — the latest installment takes its obsession with Reagan-era consumer culture to a new level. Premiering July Fourth like the blockbuster franchise “Stranger Things” has become, the new season revives two of the decade’s defining features: the Cold War and the shopping mall. Brands have always been central to “Stranger Things” (See: Eleven’s fondness for Eggos), but the third installment and its accompanying 75 promotional agreements focus the attention on materialism more than ever before. Now, the series is literally set at the mall: After two seasons at the modest Byers household, the center of action has shifted to the dazzling, new Starcourt Mall. It boasts now-defunct franchises (Sam Goody, Waldenbooks), stalwart chains (the Gap, Burger King) and businesses redolent of the 1980s but technically still in operation (Orange Julius, Jazzercise, Claire’s).More than just a pastiche of beloved ’80s movies.
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