A most unique way to use fake news
February 15, 2017
If you saw a story headlined “BOMBSHELL: Trump and Putin Spotted at Swiss Resort Prior to Election,” you’d click on it, right?
No matter what your political affiliation, that headline is just too juicy to ignore. Yes, it could be fake news, but you never know until you look.
The movie is a horror-thriller set at, hey, a Swiss resort. It follows a man who tracks his company’s odd CEO to the fictional Volmer Institute.
Story leads people to the movie site
The campaign involves disseminating the entirely made-up story via a fake newspapers such as the Houston Leader, NY Morning Post and Sacramento Dispatch. A few seconds after people click on the story, it redirects them to the movie’s website.
The article quotes a source at the “Institute” who claims he “couldn’t, in good conscience, keep this information to myself.”
Is it ethical or advisable to market one’s movie based on a phenomenon, fake news, that has caused so much furor and has even been blamed by some for influencing the election?
Fox and New Regency say it’s just a fun idea.
“A Cure for Wellness is a movie about a ‘fake’ cure that makes people sicker. As part of this campaign, a ‘fake’ wellness site healthandwellness.co was created and we partnered with a fake news creator to publish fake news. As our movie’s antagonist says, ‘There is a sickness inside us. And only when we know what ails us, can we hope to find the cure,’” said the studios’ statement on the matter.
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