Twentieth Century Fox loves to be creative with their marketing for movies, but this one was um, a bit too real.
Movies are a great way to escape reality, but what about when movies enter reality?
In a marketing campaign for their latest film, A Cure for Wellness, Fox went to the trouble of creating a number of fake news sites which featured false news pieces surrounding Donald Trump, his health and the health of patrons after seeing their movie.
The sites spread hoaxes about vaccinations, the President and other things and the company have since apologised for the campaign which they admitted was “inappropriate.”
“In raising awareness for our films, we do our best to push the boundaries of traditional marketing in order to creatively express our message to consumers,” a Fox spokesman said today.
“In this case, we got it wrong. The digital campaign was inappropriate on every level, especially given the trust we work to build every day with our consumers. We have reviewed our internal approval process and made appropriate changes to ensure that every part of a campaign is elevated to and vetted by management in order to avoid this type of mistake in the future. We sincerely apologise.”
A Cure for Wellness stars Dane DeHaan as an executive who is sent to a retreat and things aren’t all as they seem.
Obviously, fake news has become a hugely debated topic recently, and 20th Century Fox wanted to tap into that hysteria in their marketing strategy.
However, they went a bit far this time.
If only there was some form of politician who could call out this fake news for what it truly is?