Wednesday, August 5, 2009

Shocking and Awful

There is quite a bit of noise about the release of the would-be summer blockbuster, G.I. Joe. But it's not the kind that we usually hear about. The story isn't about how good or bad the movie is. It isn't about the lines of people camping out to see it.

This story is about the marketing strategy of "thumbing your nose at sophisticates".

Apparently Paramount has spent $US150 Million advertising this movie to Middle America - completely bypassing "the coasts". Considering that the movie cost $US175 Million to make - that is a lot like doubling down when you're losing at the craps table.

One Manhattan-centric voice, i.e. New York Magazine summed it up in 15 words on their Approval Matrix: "Lovers of hilariously mean movie reviews mourn as G.I. Joe will not screen for critics"

Most telling is the way that Sienna Miller, a star of the movie itself, has made multiple damning comments and even an accusation about the making of this summer "tentpole".

If you are planning on attending the Kid Rock/Lynyrd Skynyrd tour - you will get your ample dosage of G.I. Joe, whether you like it or not.

This is target-marketing at it's ugliest. But if you love country music or NASCAR, odds are you have never read a movie review and hate all things sophisticated, and so if I trash you at the end of this blog entry - you'll never even notice. It's a bit like trashing the Amish on-line - how would they ever know? But then again no one whom is Amish ever threatened anyone that I know. "I'm gunna kick yer ass" however is like a cowboy mantra, isn't it?

Still, I would suggest that you spend that $12 on another batch of Skoal instead of this waste of celluloid. It will last longer and might contribute favorably to the natural selection that you don't believe in anyway.

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