“Many of these don’t always even write an actual review,” Roger Ebert once told USA Today. Legally speaking, it’s a foggy area.įor some writers, they’re more than happy to help.
The etiquette for using quotes in marketing is usually a friendly email asking for permission from the critic but it doesn’t always happen this way. It failed to include the second half of his actual quote which finished with “… for couples who dream of destroying one another”.
LEGEND TOM HARDY POSTER MOVIE
The TV spot for Gone Girl included a quote from Rolling Stone’s Peter Travers, who called it “the date-night movie of the decade”. It’s a shady tactic but one that’s still rather prevalent. To be fair to whoever refashioned Accidental Love from the abandoned scraps of Nailed, there’s little reason to believe that the ideal, untroubled version of the material would have been a comedic masterstroke. Given Dowd’s status and the critical mauling of the film, it seemed a tad unlikely. Earlier this year, AV Club film editor AA Dowd wrote a fantastic open letter to the company who released David O’Russell’s tortured comedy Accidental Love after they included a quote from him on the back of the Canadian DVD release attributing him with the words “A comedic masterstroke”. While my two-star inclusion on the poster for Legend was, in my opinion, quite a smart move, other times a careful massage of the truth has often turned into something closer to outright fabrication. One of them described the violent drama with implied rape threats as “a perfect date movie”. Around the same time, it was revealed that Sony had also used employees to pose as moviegoers in a TV spot for Mel Gibson’s The Patriot. It resulted in a payout to those who had seen the films in question. David Manning, aka thin air, thought that Hollow Man was “One helluva scary ride!” while Rob Schneider’s critically loathed comedy The Animal was “Another winner!”. In 2000, Sony executives decided it would be smart idea to invent a critic who would miraculously always love all of their movies. But after a number of publicised cases which exposed some shady tactics, marketing teams have had to ensure they’re at least attempting to avoid intentional wrongdoing. It’s not an unusual tactic either as companies have often tried to desperately steer journalists to like their film in exactly the way that they want them to like it. Just recently, I was part of a blanket email sent to a range of film journalists asking if someone could please attribute their name to the pre-written quote “A non-stop action classic” for the DVD release of a middling thriller. But, given the columns of bile that are often stacked against new releases (by a wider set of critics than ever before), marketeers are forced to utilise an added level of creativity.
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