Fox: Sorry about that fake news promoting our movie
February 16, 2017
Studios do all sorts of crazy things to promote their movies, from staging fake telekinesis in a coffee shop to having Samuel Jackson call your phone to warn you about snakes on a plane.
But sometimes those stunts cross the line, and Twentieth Century Fox now admits that was the case with a campaign it did to promote the new movie “A Cure for Wellness.”
The film studio bought digital ads with a fake news story claiming that Vladimir Putin and Donald Trump had met up at a “Swiss resort” before the election.
The claim was totally false, of course. And the “Swiss resort” mentioned in the ad is actually the setting for “Wellness.”
The ads eventually redirected people to the “Wellness” site.
Backlash and a backtrack
Still, they caused just the sort of furor you’d expect online, with many criticizing Fox for the stunt in light of the highly partisan and highly bitter political climate right now.
Now Fox has backtracked.
On Thursday, the studio apologized for misjudging the wisdom of running such a campaign.
“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,” said Twentieth Century Fox in a statement.
After nearly 18 years, it’s time to say good-bye
Yet more evidence native advertising doesn’t work
A new type of cord-cutting: Snipping broadband
Coming, the collapse of radio’s iHeartMedia
Weeklies: Surviving if not thriving in digital age
Tweeter in chief: How Trump could save Twitter
Shows Trump hates are seeing big ad gains
Broadcast vs. cable: How the top shows stack up
A sign that coughs at your cigarette smoke
The word: Time Inc. sale is imminent
Rundown: Which advertisers have jumped from YouTube
Media Life’s Digital Media Transparency Initiative
HBO does hard time with Dwayne Johnson
- Arun Kumar becomes chief data and marketing tech officer at IPG
- Jenny Campbell rises to managing director at 72andSunny
- Adam Crandall becomes director of strategy at mono
- Mark Wildman rises to EVP of partnerships at Westwood One
- Kevin Craig rises to SVP of newspaper relations at AMG/Parade
- Bill Corvalan becomes VP of West Coast partnerships at AllOver Media
- Richard Just becomes editor at The Washington Post Magazine
- Gemma Lawson rises to VP and design director at Nickelodeon
- Ashley Judd joins Epix' 'Berlin Station'
- Former NBC ad sales executive Robert Blackmore dies at age 90
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: December 2016
Ad sales rep for a digital-only magazine
Freelance media planner/buyer available for all markets
Wanted: Media buyer in Philadelphia
Paid social media planner wanted in Detroit
Opening for a media planner at a top OOH agency