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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Inauguration Alternative

Bill Murray On Repeat

It's a movie "Murray-thon" all-day Friday on IFC.

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Photo Credit: Everett Collection, GIFs courtesy of GIPHY

Democrats, Republicans and Millennials agree: 2017 is shaping up to be a spectacle — a spectacle that really kicks into high gear this Friday with the presidential inauguration. Not only will the new POTUS swear in, but all the Country’s highest offices will be filled. It’s a daunting prospect, and to feel a little anxious about it is only normal. But if your anxiety is snowballing into panic, we have a solution:
Bill Murray.

He’s the human embodiment of a mental “Happy Place”, and there’s really no problem he can’t solve. So, with that in mind, how about we all set aside reality for a moment and let Bill take the pain away by imagining a top-shelf White House cabinet filled exclusively by his signature characters. Here are a few hypothetical appointments for your consideration…

Secretary of Defense:
Bill Murray from Stripes

His incompetence is balanced by charm, and dumb luck is inexplicably on his side. America could do worse.

Secretary of State:
Bill Murray from Lost In Translation

A seasoned globetrotter steeped in regional traditions who has the respect of the whole wide world. And he kills Costello in karaoke, which is very important.

Press Secretary:
Bill Murray from Ghostbusters

“Cats and dogs, living together. Mass hysteria.” Dude knows how to brief a room.

Secretary of Health and Human Services:
Bill Murray from What About Bob.

A doctor-approved people person who knows that progress is measured in baby steps.

Secretary of Energy:
Bill Murray from Groundhog Day

Let’s be honest, this world is going to need a lot of do-overs.

Feeling better? Hold on to that bliss. And enjoy a healthy alternative to the inauguration brouhaha with multiple Murrays all Friday long in an IFC movie marathon including Kingpin, Zombieland, Ghostbusters, and Ghostbusters II.

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Home Run

Hank Azaria Gets Thrown A Curve Ball

Brockmire Premieres April 5 at 10P

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Photo Credit: Everett Collection

Unless you’ve somehow missed every episode of the Simpsons since 1989, then surely you know that Hank Azaria is one of the most important character actors of our time. He’s so prolific and his voice is so dynamic that he’s responsible for more iconic personalities than most folks realize. Basically, he’s the great and powerful Oz — except that when you pull back the curtain the truth is actually more impressive. And now Hank is coming to IFC to bring yet another character to the TV pop culture hive mind in the new series Brockmire. Check out the trailer below.

Based on the following Funny or Die short and co-starring Amanda Peet, Brockmire follows the story of imploded major league sportscaster Jim Brockmire as he tries to resurrect his career by calling plays for a floundering minor league team in a podunk town.

The series is written by Joel Church-Cooper (Undateable) and produced by Funny or Die’s Mike Farah and Joe Farrell, meaning that there’s funny in front of the camera, funny behind the camera–funny all around. Sounds like a ball to us.

Brockmire premieres April 5 at 10P on IFC.

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Car Notes

Portlandia On People Who Can’t Park

Portlandia returns tonight at 10P on IFC.

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If flagrant bad parking takes nerve, then retaliatory note writing takes neuroses. Watch Fred and Carrie take passive aggression to next level in Car Notes, the new Portlandia web series presented by Subaru. The first episode is yours right here and now, and you can see every installment of Car Notes anytime online, on the IFC app and on demand.

Portlandia returns tonight at 10P on IFC.

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