DID YOU READ

When Viral Marketing Goes Wrong

When Viral Marketing Goes Wrong (photo)

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“2012” may have destroyed the box office this weekend, but it also did plenty of damage to NASA, who received thousands of letters and phone calls from concerned citizens that the world was going to end in just over two years — so much so that NASA set up a site to specifically debunk their fears. Roland Emmerich’s latest disaster flick would’ve inevitably inspired some to panic regardless, but these calls got an assist from Sony’s viral marketing campaign for the film, which included a web site devoted to The Institute for Human Continuity that, among other things, offers visitors an opportunity to register for a lottery to increase their chance of survival when the apocalypse strikes. The move inspired some, like Stuart McGurk at the Guardian to look at the ways viral marketing “can go bad.” I’d like to add to the pile four more risky movie marketing maneuvers that bombed, sometimes literally:

11162009_spiderman2.jpg“Spider-Man II” Bases

Although it didn’t strike fear in the hearts of the general public, baseball fans cried foul when Sony signed a deal with Major League Baseball to place the Spider-Man II logo on bases and in on-deck circles in 15 stadiums in June of 2004. At first, the MLB declined the offer of putting Spidey-style netting behind home plate as the netting to catch foul balls because they thought it would distract the players, but the league felt okay with the bases having a Spidey diamond in the center. As MLB president Bob DuPuy said to ESPN, “This is not a step toward wallpapering the ballpark,” but that’s exactly what fans believed it was. They complained profusely until the MLB nixed the plans at the last second. (It didn’t help Sony’s cause that “Spider-Man II”‘s director Sam Raimi is a baseball purist who previously directed “For Love of The Game.”) Geoffrey Ammer, then-marketing head of Columbia, told ESPN, “We saw some of the polls on the Internet that said that 71 and 81 percent of the fans didn’t approve of it.” But hey, who could blame them for covering all their bases?

11162009_captivity.jpg“Captivity” Billboards

What better way to push a movie starring the voluptuous Elisha Cuthbert than to see her imprisoned, wrapped in gauze with a tube of blood being pumped from her nose? It was at the height of torture porn’s popularity in 2007, but most Angelenos and New Yorkers were turned off by the billboards for “Captivity,” which outlined the four steps of the horror film’s plot — abduction, confinement, torture and termination — in prominent locations. After Dark Films CEO Courtney Solomon claimed the billboards were a result of a printing error, telling the L.A. Times “I don’t know where the confusion happened and who’s responsible,” before adding later in the same interview that the film was “about something that happens to 850,000 people in this country a year.” Joss Whedon and future “United States of Tara” writer Jill Soloway weren’t convinced that After Dark was raising awareness for female abduction and campaigned to the MPAA to have the film’s rating removed, which would effectively limit the studio’s ability to advertise at all. The billboards were taken down at significant cost to After Dark and the Roland Joffe horror flick never found an audience.

11162009_mi3.jpg“Mission Impossible III” News Racks

In 2006, Paramount decided to install digital music equipment into Los Angeles Times news racks that would play the “Mission: Impossible” theme song when opened, but when wires from that equipment weren’t completely contained, those going about their morning routine thought they might be in for an explosion like the one that sent Tom Cruise blasting through that train tunnel in the first “Mission: Impossible.” The Los Angeles arson squad destroyed one such news rack after hearing a complaint and soon after, the 4,500 news racks in L.A. county, which were equipped with the theme music that starts with signature sizzle of a match, were dismantled. Said Mark Kurtich, the then-senior vice president of operations for the L.A. Times, “I think Paramount is pretty happy about [the publicity they received].” It didn’t help the film, however, which was the lowest grossing in the franchise.

11162009_mooninite.jpg“Aqua Teen Hunger Force” Boston Bomb Scare

Again, terrorist threats aren’t exactly the best way into the hearts and minds of potential audiences, but that’s exactly what people in Boston were led to believe when they saw electronic light boards featuring “Aqua Teen Hunger Force” characters called Mooninites, crescent-shaped cartoon creations waving a middle finger to anyone who passed by. Like those who installed the “Mission: Impossible” news racks, the duo responsible for the installation of the lightboards didn’t do a very good job of hiding the wires and as a result, Peter Berdovsky and Sean Stevens were arrested by the Boston police for causing a public panic. The lightboards had the dual purpose of promoting the “Aqua Teen Hunger Force” show as well as the upcoming feature film. Cartoon Network executive vice president Jim Samples was forced to quit after TBS, the network’s corporate parent, paid $2 million to settle the bomb scare claims in Massachusetts. As for Berdovsky and Stevens, they pleaded not guilty to charges of disorderly conduct and placing a hoax device and at a press conference after the hearing, would only answer questions about their hair. Which was fair, since they put the dread in Boston’s security locks.

[Additional photos: “Spider-Man II” base, courtesy of ESPN; “Captivity billboard, courtesy of /Film; L.A. County Sheriff’s Department inspecting a Santa Clarita MI3 newspaper rack, courtesy of The Signal; Cambridge Mooninite, courtesy of Wikipedia, all used without permission]

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Forget Oscar

Find Your Spirit Animal

The Spirit Awards are LIVE this Saturday at 2p PT/5p ET.

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In just a few precious days, the greatest, most epic, most star-studded awards ceremony of the year comes to IFC.

And please, we’re definitely not talking about the Oscars. We’re talking about the Spirit Awards. Hosted by iconic comedy duo Nick Kroll and John Mulaney, it’s a relatively under-the-radar awards show with serious cred. And if the past is any indicator, we’re in for a wild night.

If you feel like doing your homework, you can find a full list of nominees and performance excerpts here. It reads like a who’s who of everyone that matters – those larger-than-life personalities with status that borders on mythological. Our celebrity spirit animals, if you will.

This isn’t hyperbole. Literally everyone who takes the stage at the awards show is spirit animal material. Let’s see if we can help you find yours…

Do you

Live in someone else’s shadow despite shining like the sun? Do you inexplicably vandalize your pretty-boy good looks with a sloppy-joe man bun and a repellent pubic-hair beard? Do you think sounding stoned and sounding thoughtful are kinda the same thing?

Congratulations, your spirit animal is Casey Affleck.

He’s the self-canonized patron saint of anyone who’s got the goods but doesn’t give a damn.

Do you

Have mid-length hair and exude a certain feminine masculinity that is universally appealing? Are you drawn to situations that promise little to nothing in the way of grooming or hygiene as a transparently self-conscious attempt to conceal your radiant inner glow? Does that fail miserably?

Way to go, your spirit animal is Viggo Mortensen.

He’s the yoga teacher of actors, in that what should make him super nasty only increases his curb appeal.

Do you

Get zero recognition for work that everyone knows is unrivaled? Do you inspire greatness in others yet get shortchanged when it comes to your own acclaim? Are you a goddam B-52 bomber in an industry of biplanes?

Bingo, your spirit animal is Annette Bening.

What does it take for this artist to win an Oscar? Honestly now, if her performance in 20th Century Women doesn’t earn her every award on the planet, consider it proof that the Universe truly is a cold dark void absent of reason or compassion.

Do you

Walk into a room full of strangers and walk out with a room full of friends? Have you been hiding under the radar just waiting for the right moment to leap out into the spotlight and stay there FOREVER? Do you possess the almost messianic ability to elevate Shia LaBeouf’s on-screen charisma?

You guessed it (or not), your spirit animal is 100% Sasha Lane.

If you haven’t seen American Honey, then you haven’t heard of her. She came out of the blue with a performance both subtle and powerful, and now she’s going to be in all the movies from this moment on. Or she should be, at any rate.

Don’t see your spirit animal there? Worry not. There are many more nominees to choose from, and you can see them all (yes, including Shia LaBeouf) during the Independent Spirit Awards, this Saturday at 2pm PT/5pm ET only on IFC.

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Car Notes

Portlandia Keeps Road Rage In Park

Get a lesson in parking etiquette on a new Portlandia.

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It’s the most American form of cause and effect: Park like a monster, receive a passive-aggressive note.

car notes note

This unofficial rule of the road is critical to keeping the great big wheel of car-related Karma in balance. And naturally, Portlandia’s Kath and Dave have elevated it to an awkward, awkward art form in Car Notes, the Portlandia web series presented by Subaru.

If you’ve somehow missed the memo about Car Notes until now, you can catch up on every installment online, on the IFC app, and on demand. You can even have a little taste right here:

If your interest is piqued – great news for you! A special Car Notes sketch makes an appearance in the latest episode of Portlandia, and you can catch up on it now right here.

Watch all-new Portlandia Thursdays at 10P on IFC.

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Naked and Hungry

Two New Ways to Threeway

IFC's Comedy Crib gets sensual in time for Valentine's Day.

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This week, two scandalous new digital series debut on IFC’s Comedy Crib.
Ménage à Trois invites people to participate in a real-life couple’s fantasy boudoir. And The Filling is Mutual follows two saucy chefs who invite comedians to make food inspired by their routines. Each show crosses some major boundaries in sexy and/or delicious ways, and each are impossible to describe in detail without arousing some awkward physical cravings. Which is why it’s best to hear it directly from the minds behind the madness…

Ménage à Trois

According to Diana Kolsky and Murf Meyer, the two extremely versatile constants in the ever-shifting à trois, “MàT is a sensually psychedelic late night variety show exploring matters of hearts, parts and every goddamn thing in between…PS, any nudes will be 100% tasteful.”

This sexy brainchild includes sketches, music, and props that would put Pee-wee’s Playhouse to shame. But how could this fantastical new twist on the vanilla-sex variety show format have come to be?

“We met in a UCB improv class taught by Chris Gethard. It was clear that we both humped to the beat of our own drum; our souls and tongues intermingled at the bar after class, so we dove in head first.”

Sign me up, but promise to go slow. This tricycle is going to need training wheels.

The Filling is Mutual

Comedians Jen Saunderson and Jenny Zigrino became best friends after meeting in the restroom at the Gotham Comedy Club, which explains their super-comfortable dynamic when cooking with their favorite comedians. “We talk about comedy, sex, menses, the obnoxiousness of Christina Aguilera all while eating food that most would push off their New Year’s resolution.”

The hook of cooking food based off of comedy routines is so perfect and so personal. It made us wonder about what dishes Jen & Jenny would pair with some big name comedy staples, like…

Bill Murray?
“Oh, that’s easy Meatballs with Lingonberry Space Jam it’d be great, but then we’d have to Oh, that’s easy Meatballs with Lingonberry Space Jam it’d be great, but then we’d have to… Oh, that’s easy Meatballs with Lingonberry Space Jam it’d be great, but then we’d have to avoid doing any kind of silly Groundhog Day reference.” 

Bridget Everett?
“Cream Balls… Sea Salt encrusted Chocolate Ganache Covered Ice Cream Ball that melt cream when you bite into them.” 

Nick Kroll & John Mulaney? 
“I’d make George and Gil black and white cookies from scratch and just as we open the oven to put the cookie in we’d prank ’em with an obnoxious amount of tuna!!!”

Carrie Brownstein & Fred Armisen? 
“Definitely a raw cacao “safe word” brownie. Cacao!”

Just perfect.

See both new series in their entirety on IFC’s Comedy Crib.

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