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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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Thank Azaria

Best. Characters. Ever.

Our favorite Hank Azaria characters.

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GIFs via Giphy

Hank Azaria may well be the most prolific voice and character actor of our time. The work he’s done for The Simpsons alone has earned him a permanent place in the pop culture zeitgeist. And now he’s bringing another character to the mainstream: a washed-up sports announcer named Jim Brockmire, in the aptly titled new series Brockmire.

We’re looking forward to it. So much so that we want to look backward, too, with a short-but-sweet retrospective of some of Azaria’s important characters. Shall we begin?

Half The Recurring Simpsons Characters

He’s Comic Book Guy. He’s Chief Wiggum. He’s Apu. He’s Cletus. He’s Snake. He’s Superintendent Chalmers. He’s the Sea Captain. He’s Kurt “Can I Borrow A Feeling” Van Houten. He’s Professor Frink. He’s Carl. And he’s many more. But most importantly he’s Moe Szyslak, the staple character Azaria has voiced since his very first audition for The Simpsons.

Oh, and He’s Frank Grimes

For all the regular Simpsons characters Azaria has played over the years, his most brilliant performance may have been a one-off: Frank Grimes, the scrappy bootstrapper who worked tirelessly all his life for honest, incremental, and easily-undermined success. Azaria’s portrayal of this character was nuanced, emotional, and simply magical.

Patches O’Houlihan

Dodgeball is a “sport of violence, exclusion and degradation.” as Hank Azaria generously points out in his brief but crucial cameo in Dodgeball. That’s sage wisdom. Try applying his “five D’s” to your life on and off the court and enjoy the results.

Harold Zoid

Of Futurama fame. The crazy uncle of Dr. Zoidberg, Harold Zoid was once a lion (or lobster) of the silver screen until Smell-o-vision forced him into retirement.

Agador

The Birdcage was significant for many reasons, and the comic genius of Hank Azaria’s character “Agador” sits somewhere towards the top of that list. If you haven’t seen this movie, shame on you.

Gargamel

Nobody else could make a live-action Gargamel possible.

Ed Cochran

From Ray Donovan. Great character, great last name [editorial note: the author of this article may be bias].

Kahmunra, The Thinker, Abe Lincoln

All in the Night At The Museum: Battle Of The Smithsonian, a file that let Azaria flex his voice acting and live-action muscles in one fell swoop.

The Blue Raja

Mystery Men has everything, including a fatal case of Smash Mouth. Azaria’s iconic superhero makes the shortlist of redeemable qualities, though.

Dr. Huff

Huff put Azaria in a leading role, and it was good. So good that there is no good gif of it. Internet? More like Inter-not.

Learn more about Hank Azaria’s newest claim to fame right here, and don’t miss the premiere of Brockmire April 5 at 10P on IFC.

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Flame Out

Brockmire and Other Public Implosions

Brockmire Premieres April 5 at 10P on IFC.

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There’s less than a month until the Brockmire premiere, and to say we’re excited would be an insulting understatement. It’s not just that it stars Hank Azaria, who can do no wrong (and yes, that’s including Mystery Men, which is only cringeworthy because of Smash Mouth). It’s that the whole backstory of the titular character, Jim Brockmire, is the stuff of legends. A one-time iconic sportscaster who won the hearts of fans and players alike, he fell from grace after an unfortunate personal event triggered a seriously public meltdown. See for yourself in the NSFW Funny or Die digital short that spawned the IFC series:

See? NSFW and spectacularly catastrophic in a way that could almost be real. Which got us thinking: What are some real-life sports fails that have nothing to do with botched athletics and everything to do with going tragically off script? The internet is a dark and dirty place, friends, but these three examples are pretty special and mostly safe for work…

Disgruntled Sports Reporter

His co-anchor went offsides and he called it like he saw it.

Jim Rome vs Jim “Not Chris” Everett

You just don’t heckle a professional athlete when you’re within striking distance. Common sense.

Carl Lewis’s National Anthem

He killed it! As in murdered. It’s dead.

To see more moments just like these, we recommend spending a day in your pajamas combing through the muckiness of the internet. But to see something that’s Brockmire-level funny without having to clear your browser history, check out the sneak peeks and extras here.

Don’t miss the premiere of Brockmire April 5 at 10P on IFC.

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Mirror, Mirror

Portlandia Season 7 In Hindsight

Portlandia Season 7 Now Available Online and on the IFC App.

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Another season of Portlandia is behind us, and oh what a season it was. We laughed. We cried. And we chuckled uncomfortably while glancing nervously around the room. Like every season before it, the latest Portlandia has held a mirror up to ridiculousness of modern American life, but more than ever that same mirror has reflected our social reality in ways that are at once hysterical and sneakily thought-provoking. Here are just a few of the issues they tackled:

Nationalism

So long, America, Portland is out! And yes, the idea of Portland seceding is still less ludicrous than building a wall.

Men’s Rights

We all saw this coming. Exit gracefully, dudes.

Protests

Whatever you stand for, stand for it together. Or with at least one other person.

Free Love

No matter who we are or how we love, deep down we all have the ability to get stalky.

Social Status

Modern self-esteem basically hinges on likes, so this isn’t really a stretch at all.

These moments are just the tip of the iceberg, and much more can be found in the full seventh season of #Portlandia, available right now #online and on the #IFC app.

via GIPHY

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