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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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Keep It Weird

10 Hilarious “Weird Al” Cameos

Weird Al comes to Comedy Bang! Bang! starting June 3rd at 11P.

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Photo Credit: ABC

“Weird Al” has had one of the most unique careers in entertainment history. Sure, he made his name with parody songs, but he’s long since transcended simply poking fun at pop, becoming an American comedy staple in the process. With his new gig behind the keyboard on IFC’s Comedy Bang! Bang!, we thought we’d take a look back at just a few of his classic pop culture cameos, in which he showed he was more than just the man with the accordion and rhyming dictionary.

10. The Goldbergs

“Weird Al” came full circle with this recent cameo on this ’80s-set sitcom, once again donning the frizzy hair, mustache and Hawaiian shirt to return to his glorious retro roots.


9. Galavant

Galavant, the historical musical comedy series, was recently canceled by ABC, but not before we got to see Al as a doo-wop crooning monk who’d taken a “vow of singing.”


8. Wet Hot American Summer: First Day of Camp

Wet Hot Weird Al
Netflix

With Wet Hot American Summer making a triumphant return last summer, we all should have known they would work in a bit in which “Weird Al” played a summer camp hypnotist who turned into assassin Jon Hamm.


7. Batman: The Brave and the Bold

Wet Hot Batman
Cartoon Network

“Weird Al” creates music for all ages, so it shouldn’t be a surprise that he occasionally pops up on Saturday Morning cartoons, like this turn on Batman: The Brave and the Bold, in which he got to battle the Joker and the Penguin alongside Batman, Robin and Scooby-Doo.


6. Tim and Eric Awesome Show, Great Job!

Al has popped up on Tim Heidecker and Eric Wareheim’s bizarre ode to anti-comedy series a few times, but this wedding fever dream, straight out of the mind of a serial killer, really sort of sums it all up, whatever “all” is.


5. 30 Rock

Al is a man of many talents, but at the end of the day, he knows how to rip out a parody song with some bite. Here he puts his gifts to good use, writing lyrics to the 30 Rock theme song, and highlighting their lack of ratings in the process.


4. Halloween II

“Weird Al” shows up in just about the last place you would expect here, in Rob Zombie’s hard R horror remake. Playing a guest on what looks like an early version of Talking Dead, Al does some typical talk show shtick alongside Michael Meyers’ ethically compromised doctor, Samuel Loomis.


3. Transformers: Animated

Al has quite a history with the Transformers. His song “Dare to be Stupid” was used in 1986’s The Transformers: The Movie, and he also popped up as Wreck-Gar, a simple-minded robot brought to life by the All Spark, on Transformers: Animated.


2. The Naked Gun

Al’s stardom was ascendant in 1988, if this classic gag from Naked Gun was any indication. (He also did the theme song for the 1996 Leslie Nielsen comedy Spy Hard.)


1. Amazing Stories, “Miss Stardust”

Weird Al
NBC

Al’s first TV cameo might just be his, ahem, weirdest. As an alien affectionately known as “Cabbage Man,” “Weird Al” made quite the impression without even needing his trusty accordion.

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Sally Kellerman- Maron – Season 4, Episode 5

Hello Sally

5 Roles That Prove Sally Kellerman Is a Comedic Genius

Sally Kellerman returns to Maron this Wednesday at 9P on IFC.

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With her statuesque beauty and sarcastic verve, Sally Kellerman has put her stamp on several iconic TV and film roles. She always gave as good as she got, keeping her leading men on their toes. With Toni Maron returning to help Marc through a tough time on Wednesday’s brand new Maron, we thought it was time to revisit a few of Sally’s classic roles that prove she’s more woman than most of us can handle.

5. Judge Henderson, Moving Violations

Playing a saucy judge with a taste for bondage, Kellerman got to go full-on villain in this absurd comedy starring lesser Murray brother Joel. Who needs Bill when you’ve got Sally in a full leather getup?


4. Louise, Brewster McCloud

It takes some real talent to make a conversation about remaining celibate this sexy. Kellerman turns up the heat here, mixing sensuality with a mythic quality (she may be a fallen angel of some sort in this movie), that makes us want to forget Brewster’s dream of flying, and just spend a little more time with her on the ground.


3. Maron

Whether she’s dropping passive aggressive comments or searching for his love handles, Toni is the perfect representation of all of Marc Maron’s neuroses.


2. Back to School

Holey moley, when literature professor Dr. Diane Turner starts reading some sexy prose to her class, Rodney Dangerfield isn’t the only one whose eyes nearly pop out of his head. Kellerman proves yet again that she can mix class and crass with the best of them, playing the type of woman you can discuss erotic literature with — or just live it out with.


1. M*A*S*H

In perhaps her most iconic part, the one that scored her an Oscar nom, Kellerman plays the apple of a whole army base’s eye. It’s far from easy getting that kind of attention in the middle of a war zone, which Kellerman shows with one truly epic meltdown. Major “Hot Lips” Houlihan would make anyone’s grandpa’s war stories a littler bit easier to listen to.

Watch how Toni comes back into Marc’s life on this week’s Maron. 

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Southern Fried SNL

Watch Fred Armisen and Carrie Brownstein in SNL’s Southern Rock Supergroup

Fred and Carrie kept it mellow on the SNL season finale.

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Photo Credit: Saturday Night Live / NBC Universal

It was a veritable “band from comedy heaven” this weekend as a myriad of comedians assembled for a feel-good musical sketch in the Saturday Night Live season finale. Guest host Fred Armisen was joined by Portlandia cohort Carrie Brownstein as well as Maya Rudolph, Andy Samberg, Jason Sudeikis, Larry David, and members of the SNL cast to form faux-southern-rock supergroup The Harkin Brothers — a band whose members managed to outnumber its audience.

If The Harkin Brothers’ smooth vocal stylings remind you of The Blue Jean Committee from Documentary Now!, that’s probably not a coincidence. The BJC first appeared in a different, more regionally-specific form in a SNL sketch with Sudeikis on drums.

Watch an all-star SNL cast perform a mellow tribute to Arkansas called “Summertime in Fayetteville” in the video below.

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