Lionsgate’s bold move with ‘Megalopolis’ trailer: A marketing misfire
A trailer that stirred the pot
This week, Lionsgate released and then quickly pulled back a daring trailer for “Megalopolis”, a visually striking yet controversial film by Francis Ford Coppola. The trailer’s audacity lay not just in its content but in its marketing strategy, which took an unconventional route to grab attention.
Watch the trailer for Megalopolis
The art of the trailer: A critique
Typically, movie trailers are peppered with hyperbolic quotes from critics, often taken out of context and embellished with exclamation marks. These quotes are designed to create a buzz, even if they don’t always reflect the critics’ true sentiments. For instance:
- “An edge-of-your-seat thrill ride!” (Any Given Sunday)
- “The best Western since ‘Unforgiven’!” (3:10 to Yuma, Hostiles, or Bone Tomahawk, depending on who you ask)
- “Two Thumbs Way Up!” (Siskel and Ebert on numerous films)
However, the “Megalopolis” trailer took a different approach. Instead of using real quotes from the Cannes Film Festival, where the film received mixed reviews, Lionsgate fabricated negative reviews of Coppola’s past masterpieces like “The Godfather” and “Apocalypse Now”. The trailer suggested that critics were wrong about these classics, implying they might be wrong about “Megalopolis” too.
The fabricated quotes: A closer look
The trailer featured supposed quotes from renowned critics like Andrew Sarris and Pauline Kael, criticizing “The Godfather” and “Apocalypse Now”. However, these quotes were entirely made up. While it’s true that some critics were harsh on these films initially, the specific quotes used in the trailer were not real.
For example, Rex Reed did criticize “Apocalypse Now”, calling it “a gumbo of pretentious twaddle,” and John Powers described it as lacking substance. But the trailer’s quotes were pure fiction, likely created by someone who didn’t have the time or resources to find the actual reviews.
The role of AI in the mix-up
This situation raises an interesting question: Could an AI have been responsible for these fabricated quotes? AI tools like ChatGPT can generate plausible-sounding text based on prompts. If someone asked an AI to find harsh criticisms of “The Godfather” and “Apocalypse Now”, it might produce something that sounds credible but isn’t accurate.
To test this theory, I asked ChatGPT for some of the harshest criticisms of these films. The AI generated plausible but incorrect quotes, similar to those in the “Megalopolis” trailer. This suggests that the trailer’s copywriter might have relied on AI, leading to the inclusion of fake quotes.
The history of misleading marketing
This isn’t the first time movie marketers have used dubious tactics. In 2000, Sony released trailers with quotes from a non-existent critic named David Manning, who always praised their films. When the truth came out, the studio had to offer refunds to misled moviegoers.
Such practices undermine the credibility of film criticism. Critics play a crucial role in guiding audiences, evaluating a film’s artistic merits, and offering insights into its strengths and weaknesses. When their words are twisted or fabricated, it damages the trust between critics and the public.
The critic’s role: A personal reflection
As a film critic, I see my role as akin to a Beefeater in the English court: I sample the dish first to ensure it’s safe for consumption. My job is to provide an honest assessment, helping audiences decide whether a film is worth their time. But there’s more to it than just consumer guidance. Critics also analyze a film’s artistic elements and suggest how it could be improved.
Critics have a long history of being skeptical of grandiose, big-budget productions like “Megalopolis”. For instance, Vincent Canby criticized “Apocalypse Now” for its lack of restraint and excessive scale. Similarly, Michael Cimino’s “Heaven’s Gate” and James Cameron’s “Titanic” faced harsh criticism before proving their worth.
The marketing strategy: A flawed approach
The “Megalopolis” trailer’s strategy of using fake negative quotes suggests that Lionsgate couldn’t find enough positive blurbs to promote the film. Studios have long used various tactics to generate positive buzz, from inviting fanboys and bloggers to early screenings to courting influencers with special events.
This approach often works on newcomers who aren’t used to being courted by studios. However, seasoned critics and journalists are more skeptical. Some critics even see getting blurbed as a form of positive publicity, though it’s essential to ensure that quotes are used accurately.
The impact on film criticism
At reputable outlets, critics’ quotes are carefully vetted to avoid being taken out of context. However, the practice of using critics’ words in marketing materials continues, sometimes leading to misleading promotions. To keep my critic friends humble, I have a tradition of gifting them a custom T-shirt with the phrase “QUOTE WHORE” when their reviews get blurbed.
There’s nothing wrong with being accurately quoted, but it’s crucial to remember that our words can be used against us. As critics, we must strive to maintain our integrity and provide honest, thoughtful assessments of the films we review.
Final thoughts
The “Megalopolis” trailer controversy highlights the ongoing tension between film critics and studio marketing departments. While studios aim to generate buzz and attract audiences, critics seek to provide honest evaluations. This incident serves as a reminder of the importance of integrity in both film criticism and marketing.
For more insights into the world of cinema, check out the trailers and information pages for the mentioned films:
By maintaining transparency and honesty, we can ensure that audiences receive accurate information and make informed decisions about the films they choose to watch.