Friday, May 28, 2010

PR explanation of the year: how to cover up garbage through social media

You can't make this stuff up, folks.

The state of romantic comedy films has been in the toilet for a long time. And if you've seen the trailer for the forthcoming "Killers" with Katherine Heigl and Ashton Kutcher, you know there's no improvement on the horizon.

The film's distributor Lionsgate has decided not to show the film in advance to critics. Their explanation to the Associated Press is a masterpiece of redirected gobbledygook that will be hard to top for a long time to come:

"We want to capitalize on the revolution in social media by letting audiences and critics define this film concurrently. In today's socially connected marketplace, we all have the ability to share feedback instantly around the world. In keeping with this spirit, Lionsgate and the filmmakers want to give the opportunity to moviegoing audiences and critics alike to see `Killers' simultaneously, and share their thoughts in the medium of their choosing. We felt that this sense of immediacy could be a real asset in the marketing of `Killers.'"

I'm just going to let that statement sit there to marinate, so you can appreciate the ingeniousness... the brilliant evasion... the beauty of punting to "the social media revolution."

Then I will let you appreciate this even further by sending you to David Poland's Hot Spot blog, where he's just posted a hilarious poll soliciting reader reaction to Liongate's statement. He calls it "Killer Crickets Blackout: Genius or Idiocy?"

For creativity in public relations, Lionsgate gets an A+. Lord knows if it will save this film.

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