I think it took me maybe 10 minutes — OK possibly 15 –– before I figured out that “Bodega,” a film about an Instagram-obsessed/Instagram-famous bodega-owner and drug dealer, is a mockumentary and not a DOCumentary.

There’s nothing all that far-fetched about a Dominican immigrant running a bodega in the South Bronx. Yeah, J.R.’s lost his accent and yes, he’s a bit blinged-out to be a simple shop owner in a rough neighborhood. But looking at some of the folks who’re Instagram “stars” in our attention economy/performative culture, it’s not a stretch to believe some DJ Khalid-styled attention whore could break out.

Even if he’s really just using the shop as a front for drug dealing, even if it’s more of a money-laundering operation than a place the locals duck into buy soda, canned tuna, condoms and plantains — “platanos,” as they say down in the D.R.

Because that’s how J.R. (Andrew Mojica) sells his cocaine, “best product in the five boroughs,” baggies stuffed inside electrical-tape re-sealed plantains. That, and inside boxes of Quaker Oats and such.

Clever.

“Bodega” is a dopey, druggy and funny midnight movie about one young guy’s need for social media affirmation to go along with the drug money that supports his modest New York lifestyle.

His Insta-live posts have gotten the attention of a documentary crew who want to hear all about the “three times” he got shot — once by a friend, once by a brother, and once by a cop.

J.R. is chasing that “American Dream” until he grabs it and can afford a place for his sister…and her “15 kids.”

He “supports the neighborhood by providing local gangs with guns.” He works for an unseen drug lord named “Manuelito,” and basically runs the Los Nietos (The Grandsons) bodega for his absentee ex-con Uncle Concho (Richard Velzaquez) who lives in LA.

Every time the film crew catches up with Tio Concho, he’s shopping on Rodeo drive, for himself and his lady love. Should he get her something from Yves St. Laurent, he wonders, stopping at the store window?

“That’s anal,” he tells the filmmakers. “You want anal? YSL.”

“Bodega” begins with a vintage PSA starring the late Danny Aiello from the “just say no” era of the drug trade, the “Moonstruck” and “Do the Right Thing” star standing in his old neighborhood, “Fort Apache: The Bronx,” and telling kids about friends he lost to drugs.

But the mockery doesn’t turn serious until we meet J.R.’s supplier and “best friend,” “Puerto Rico” (Pedro Montoya). P.R. is not happy that J.R. has a film crew with him. He makes threats, and doesn’t even know about the Instagram thing.

A competing shop-owner/dealer-on-the-side, “African King” (Prince Sunny) is furious about the Instagram buffonery, and about losing customers to the “popular” dealer and social media star. He’s all about the voudou and “give you Ebola” or “COVID” threats.

When he finds out, Tio Concho won’t be happy either.

“Have you ever seen a successful drug dealer who ADVERTISES?”

The joke here is how shallow, needy and clueless J.R. is. Money from drugs he cuts with powdered grits using two women named Ebony and Ivory to do the cutting IN HIS APARTMENT means nothing next to his goal of reaching 100K Instagram followers.

It’s a comical Portrait of a Pendejo, a dunce whose camera crew captures him committing crime after crime, and cops (Stacey Griffin) trying to shake him down — “Would you guys describe yourselves as ‘dirty cops?'”

“It’s all relative.”

J.R. is so stupid he can’t see the Dominican Sophia (Jennifer Figuereo) for the cash-and-Green-Card coveting golddigger that she is. He’s got no notion of what will happen when African King’s COVID curse hits, or what might become of him if and when his Big Boss finds out about his “social.”

Hey, it’s all about the Insta, baby.

And “Bodega” is funny enough that in the right setting — midnight showings — this scruffy, dopey, pendejo-packed farce could find its audience and deliver some campy culture and generation-skewering laughs.

Rating: unrated, violence, drugs, profanity

Cast: Andrew Mojica, Jennifer Figuereo, Richard Velazquez, Pedro Montoya, Stacey Griffin, Prince Sunny and Danny Aiello.

Credits: Directed by Joseph Ruzer, scripted by Andrew Mojica, Joseph Ruzer and Sean Slater. A Ruzerpictures release.

Running time: 1:21