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False Advertising:
Movie Trailers
TOMMY MCLAUGHLIN
False Advertising
 A manufacturer's use of confusing, misleading, or blatantly untrue
statements when promoting a product
 When it comes to the box office, studios are willing to do whatever it takes
to get back the bottom line (production + promotion and advertising)
 This includes false advertising
False Advertising in Trailers
 Big scenes that lure the public in are excluded from the movie
 Falsely representing the movie
 Advertising the movie as a different genre than it is
 Including all of the “funny” bits
 Not referring to comedies
 More applicable to darker movies that may have a little bit of humor in it
Ex. National Treasure: Book of Secrets
 A vast majority of the trailers were made of clips that
were not in the movie
 “Shots of the pyramids and other Egyptian landmarks.
None of the movie takes place in Egypt.”
 “One of the most compelling sequences in the trailer shows
Nicolas Cage at the Lincoln Memorial — three or four shots
that make you think that this movie’s grand historical
conspiracy somehow involves that famous monument. It
doesn’t, and none of those shots appear in the movie.”
 “On the way home, what we discussed wasn’t the plot or
the shaky grasp of history. It was all the good stuff we’d
seen in the trailers (the ads) that weren’t even *in* the
movie.”
Recent Trends
 Lower budget suspense/thriller movies
are marketed as horror movies
 Horror is one of the most profitable
genre of movies
 2017 Box Office as of 11/13:
$978,489,643
 Ex. It Only Comes at Night, Mother!
Results
 Mother!
 Rotten Tomatoes Score: 69%
 Audience Score: 49%
 Box Office (Domestic and Foreign): $17,800,004
 Production Budget: $30 million
 It Comes at Night
 Rotten Tomatoes Score: 89%
 Audience Score: 43%
 Box Office (Domestic and Foreign): $13,985,117
 Production Budget: N/A
My Opinion
 Generally, I do not think it is ethical
 Blatantly misinforming the public and tricking them into spending money
on a movie is not right
 In situations similar to Mother!, I don’t think there is a right way to
advertise without spoiling the movie
Questions
 Is it ethical?
 Can you think of any other examples of false advertising in movies?
 What are other ways studios can try to advertise a movie without lying?
Sources
 http://www.nytimes.com/2008/01/03/technology/03pogue-
email.html?ex=1357102800&en=b12bd98b41357525&ei=5124&partner=
permalink&exprod=permalink
 https://www.rottentomatoes.com/m/it_comes_at_night
 https://www.rottentomatoes.com/m/mother!
 http://www.boxofficemojo.com/movies/?id=itcomesatnight.htm
 http://www.boxofficemojo.com/movies/?id=mother2017.htm

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Ethics Presentation

  • 2. False Advertising  A manufacturer's use of confusing, misleading, or blatantly untrue statements when promoting a product  When it comes to the box office, studios are willing to do whatever it takes to get back the bottom line (production + promotion and advertising)  This includes false advertising
  • 3. False Advertising in Trailers  Big scenes that lure the public in are excluded from the movie  Falsely representing the movie  Advertising the movie as a different genre than it is  Including all of the “funny” bits  Not referring to comedies  More applicable to darker movies that may have a little bit of humor in it
  • 4. Ex. National Treasure: Book of Secrets  A vast majority of the trailers were made of clips that were not in the movie  “Shots of the pyramids and other Egyptian landmarks. None of the movie takes place in Egypt.”  “One of the most compelling sequences in the trailer shows Nicolas Cage at the Lincoln Memorial — three or four shots that make you think that this movie’s grand historical conspiracy somehow involves that famous monument. It doesn’t, and none of those shots appear in the movie.”  “On the way home, what we discussed wasn’t the plot or the shaky grasp of history. It was all the good stuff we’d seen in the trailers (the ads) that weren’t even *in* the movie.”
  • 5. Recent Trends  Lower budget suspense/thriller movies are marketed as horror movies  Horror is one of the most profitable genre of movies  2017 Box Office as of 11/13: $978,489,643  Ex. It Only Comes at Night, Mother!
  • 6. Results  Mother!  Rotten Tomatoes Score: 69%  Audience Score: 49%  Box Office (Domestic and Foreign): $17,800,004  Production Budget: $30 million  It Comes at Night  Rotten Tomatoes Score: 89%  Audience Score: 43%  Box Office (Domestic and Foreign): $13,985,117  Production Budget: N/A
  • 7. My Opinion  Generally, I do not think it is ethical  Blatantly misinforming the public and tricking them into spending money on a movie is not right  In situations similar to Mother!, I don’t think there is a right way to advertise without spoiling the movie
  • 8. Questions  Is it ethical?  Can you think of any other examples of false advertising in movies?  What are other ways studios can try to advertise a movie without lying?
  • 9. Sources  http://www.nytimes.com/2008/01/03/technology/03pogue- email.html?ex=1357102800&en=b12bd98b41357525&ei=5124&partner= permalink&exprod=permalink  https://www.rottentomatoes.com/m/it_comes_at_night  https://www.rottentomatoes.com/m/mother!  http://www.boxofficemojo.com/movies/?id=itcomesatnight.htm  http://www.boxofficemojo.com/movies/?id=mother2017.htm