micah holmquist's irregular thoughts and links
Welcome to the musings and notes of a Cadillac, Michigan based writer named Micah Holmquist, who is bothered by his own sarcasm.
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Thursday, October 23, 2003
That "Movies. They're worth it" commercial that runs before movies is ridiculous but not because of the message. I'll leave you to evaluate the merits of piracy since have very mixed feelings. I'm more than happy to pay for films like Lost in Translation (Sofia Coppola, 2003) and think you should feel the same way. At the same time a film industry that has taught the public to treat Lost in Translation as an "art film" and The Texas Chainsaw Massacre (Marcus Nispel, 2003) as mainstream fare shouldn't be shocked when the public treats their films as something to bargain hunt for.
No the commercial is ridiculous because it features set painter David Goldstein talking about how it is people like him, not studio executives, who are most hurt by piracy. Since the as is put out by the Motion Picture Association of America -an organization whose "board of directors are the Chairmen and Presidents of the seven major producers and distributors of motion picture and television programs in the United States," the message apparently is "don't hurt us because we aren't going to crimp on our lifestyle or bank account. It'll be the working stiff who pays!"
I'm not saying that this isn't true, just that it is certainly funny and a message I doubt many public relations specialists would advocate.