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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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Holiday Extra Special

Make The Holidays ’80s Again

Enjoy the holiday cheer Wednesday December 21 at 10P on IFC.

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Photo Credit: Everett Collection

Whatever happened to the kind of crazy-yet-cozy holiday specials that blanketed the early winter airwaves of the 1980s? Unceremoniously killed by infectious ’90s jadedness? Slow fade out at the hands of early-onset millennial ennui? Whatever the reason, nixing the tradition was a huge mistake.

A huge mistake that we’re about to fix.

Announcing IFC’s Joe’s Pub Presents: A Holiday Special, starring Tony Hale. It’s a celeb-studded extravaganza in the glorious tradition of yesteryear featuring Bridget Everett, Jo Firestone, Nick Thune, Jen Kirkman, house band The Dap-Kings, and many more. And it’s at Joe’s Pub, everyone’s favorite home away from home in the Big Apple.

The yuletide cheer explodes Wednesday December 21 at 10P. But if you were born after 1989 and have no idea what void this spectacular special is going to fill, sample from this vintage selection of holiday hits:

Andy Williams and The NBC Kids Search For Santa

The quintessential holiday special. Get snuggly and turn off your brain. You won’t need it.

A Muppet Family Christmas

The Fraggles. The Muppets. The Sesame Street gang. Fate. The Jim Henson multiverse merges in this warm and fuzzy Holiday gathering.

Julie Andrews: The Sound Of Christmas

To this day a foolproof antidote to holiday cynicism. It’s cheesy, but a good cheese. In this case an Alpine Gruyère.

Star Wars Holiday Special

Okay, busted. This one was released in 1978. Still totally ’80s though. And yes that’s Bea Arthur.

Pee Wee’s Playhouse Christmas Special

Pass the eggnog, and make sure it’s loaded. This special is everything you’d expect it to be and much, much more.

Joe’s Pub Presents: A Holiday Special premieres Wednesday December 21 at 10P on IFC.

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It Ain't Over Yet

A Guide to Coping with the End of Comedy Bang! Bang!

Watch the final episodes tonight at 11 and 11:30P on IFC.

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After five seasons and 110 halved-hour episodes, Scott Aukerman’s hipster comedy opus, Comedy Bang! Bang!, has come to an end. Fridays at 11 and 11:30P will never be the same. We know it can be hard for fans to adjust after the series finale of their favorite TV show. That’s why we’ve prepared this step-by-step guide to managing your grief.

Step One: Cry it out

It’s just natural. We’re sad too.
Scott crying GIF

Step Two: Read the CB!B! IMDB Trivia Page

The show is over and it feels like you’ve lost a friend. But how well did you really know this friend? Head over to Comedy Bang! Bang!’s IMDB page to find out some things you may not have known…like that it’s “based on a Civil War battle of the same name” or that “Reggie Watts was actually born with the name Theodore Leopold The Third.”

Step Three: Listen to the podcast

One fascinating piece of CB!B! trivia that you might not learn from IMDB is that there’s a podcast that shares the same name as the TV show. It’s even hosted by Scott Aukerman! It’s not exactly like watching the TV show on a Friday night, but that’s only because each episode is released Monday morning. If you close your eyes, the podcast is just like watching the show with your eyes closed!

Step Four: Watch brand new CB!B! clips?!

The best way to cope with the end of Comedy Bang! Bang! is to completely ignore that it’s over — because it’s not. In an unprecedented move, IFC is opening up the bonus CB!B! content vault. There are four brand new, never-before-seen sketches featuring Scott Aukerman, Kid Cudi, and “Weird Al” Yankovic ready for you to view on the IFC App. There’s also one right here, below this paragraph! Watch all four b-b-bonus clips and feel better.

Binge the entire final season, plus exclusive sketches, right now on the IFC app.

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Everybody Sweats Now

The Four-Day Sweatsgiving Weekend On IFC

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This long holiday weekend is your time to gobble gobble gobble and give heartfelt thanks—thanks for the comfort and forgiveness of sweatpants. Because when it comes right down to it, there’s nothing more wholesome and American than stuffing yourself stupid and spending endless hours in front of the TV in your softest of softests.

So get the sweats, grab the remote and join IFC for four perfect days of entertainment.

sweatsgiving
It all starts with a 24-hour T-day marathon of Rocky Horror Picture Show, then continues Friday with an all-day binge of Stan Against Evil.

By Saturday, the couch will have molded to your shape. Which is good, because you’ll be nestled in for back-to-back Die Hard and Lethal Weapon.

Finally, come Sunday it’s time to put the sweat back in your sweatpants with The Shining, The Exorcist, The Chronicles of Riddick, Terminator 2, and Blade: Trinity. They totally count as cardio.

As if you need more convincing, here’s Martha Wash and the IFC&C Music Factory to hammer the point home.

The Sweatsgiving Weekend starts Thursday on IFC

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