Coopting the critics of The Da Vinci Code


Sony's marketing campaign embraces all in exchange for hype
Jason Apuzzo over at Libertas writes an interesting piece on Sony turning criticism into marketing.

I am more interested in the overall strategy of ‘participating’ in a film’s marketing strategy - even while criticizing the film. Am I the only one who sees a conflict of interest here? Let me just state for the record that if Warner Brothers asked me to contribute an essay - say, for participate.net on Syriana (which I had the great displeasure of finally seeing a few weeks ago) - I wouldn’t do it. Needless to say, Warner Brothers will not be asking me to write such an essay any time soon, but it would really be no different than what’s going on here with Sony and critics of The Da Vinci Code.

Basically people are being assimilated here, in Borg-like fashion, as part of Sony’s massive marketing juggernaut.

I have to admit, it's a brilliant tactic. In one swoop, all criticism becomes publicity, even for those who didn't accept Sony's invitation to participate. And for those who did, well, once they made the first step, it's going to be easier to get their participation for the next controversial film.

I wonder, is this going to be a face of criticism in the future? Professional "experts" hired not because of their own work or even what they believe, but because they can spout an approved line given to them by the marketing department? Are slogans and market research going to replace debate?

— NeoWayland

Posted: Tue - February 14, 2006 at 06:23 PM  Tag


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