Ashton Kutcher, Lionsgate Play Up 'Pirating' Own Film As Part Of Promotion Stunt

from the double-standards dept

The Hollywood Reporter is scolding actor Ashton Kutcher and Hollywood studio Lionsgate for a weak promotion for their new movie, Killers. Apparently, Kutcher has been going around telling everyone that he likes the movie so much he's going to "pirate" the film and put it online. First he tweeted the following:
I'd like 2 invite U to the premiere of Killers. June 1 I'm going live 2 the web & Pirating the 1st 10 min of Killers from the premiere
From there, he apparently went on The Ellen DeGeneres show and said something similar:
"I love it. I like the movie so much I'm going to show it online, on the web, I'm going to pirate the first 13 minutes of the movie."
Since then he's made a number of similar statements in his Twitter feed, suggesting that he's going to broadcast those 13 minutes straight from the theater at the premier. Of course, as THR points out, this is all a publicity stunt by Lionsgate, previewing the first 13 minutes of a film -- something that a bunch of films have done in the past, especially when a studio doesn't think the film will get very good reviews. THR's chiding is silly, complaining about how calling this "piracy" is some sort of insult to people in the movie industry:
Probably not so awesome for anyone who works in the worldwide antipiracy community. Or the people who have been laid off recently from the studio home video divisions because sales have plummeted in part due to rampant online theft.
As if the film wouldn't find its way online otherwise? As if the problem has something to do with this more efficient distribution system, rather than an inability of the industry to adapt.

However, what I found really telling about the whole thing isn't the "poor choice of words," but how the industry appears to have this total double standard on the issue. One day it will claim that camcording a movie is absolutely destroying the industry, and that tough new laws are needed to put people in jail... and the next day it will play up the fact that its going to bogusly pretend to "camcord" one of its own movies and release it (or, the first few minutes of it) online. Like Viacom insisting that YouTube is destroying its business, while surreptitiously trying to upload its own videos in a way that looked "pirated," the industry says one thing and does another all the time.


Reader Comments (rss)

(Flattened / Threaded)

  1.  
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    Ccomp5950 (profile), Jun 1st, 2010 @ 12:53pm

    Weren't these guys trying to make it a felony (did they succeed?) I think someone needs to let the DA in on such criminal behavior and have someone put behind bars.

    Live by the lobbying, die by the lobbying...

     

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  2.  
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    Dementia (profile), Jun 1st, 2010 @ 1:24pm

    Re:

    Better yet, can't they all just die already.

     

    reply to this | link to this | view in thread ]

  3.  
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    weneedhelp (profile), Jun 1st, 2010 @ 1:31pm

    boo F'in whoo

    "Or the people who have been laid off recently from the studio home video divisions"

    Whaaa whaaa.

     

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  4.  
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    Karl (profile), Jun 1st, 2010 @ 1:44pm

    Good...?

    Hypocrisy aside, this is at least a step in the right direction. Maybe if they do enough "stunts" like this, they'll drop the whole "piracy is evil" spiel and start to actually do something smart.

     

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  5.  
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    Eugene (profile), Jun 1st, 2010 @ 1:48pm

    "However, what I found really telling about the whole thing isn't the "poor choice of words," but how the industry appears to have this total double standard on the issue."

    Well I think part of that comes from the fact that "Hollywood" isn't actually a single entity, or even a collection of like-minded people. It's a collection of very random people whose job is to create something incredibly subjective. So when they're portrayed as a single entity by, well, basically everyone (including themselves, often by those members who aren't aware they're part of the group or how the group works, though sometimes it's a self-aware misrepresentation), then yeah, they look like they're full of double-standards. Because they're actually full of people who fundamentally disagree with each other, but are too passive-aggressive to ever admit it. :p

     

    reply to this | link to this | view in thread ]

  6.  
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    Hephaestus (profile), Jun 1st, 2010 @ 2:02pm

    I have an Idea ....

    Funny Thought, Could We Get Ashton Kutcher, and Ellen DeGeneres Arrested after they post this online? They are saying they are pirating it, and video taping it in the theater ...

     

    reply to this | link to this | view in thread ]

  7.  
    identicon
    ScottEllington, Jun 1st, 2010 @ 2:05pm

    Re: It's in the Eugenes

    THAT explanation was exceptionally beautiful!

     

    reply to this | link to this | view in thread ]

  8.  
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    Anonymous Coward, Jun 1st, 2010 @ 2:16pm

    Probably not so awesome for anyone who works in the worldwide antipiracy community.

    buuuuuuut then, neither is life.

     

    reply to this | link to this | view in thread ]

  9.  
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    Anonymous Coward, Jun 1st, 2010 @ 2:24pm

    If Ashton can do it so can we! After all if Rockstar is cracking their games for legal purchases, I don't see why users can't follow the lead and do the same thing. Thanks for the heads up Ashton!

     

    reply to this | link to this | view in thread ]

  10.  
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    Anonymous Coward, Jun 1st, 2010 @ 2:34pm

    So, who's up for contacting the hosting ISP and filing a DMCA request to get this first 13 minutes pulled? Seems pretty fitting to me.

     

    reply to this | link to this | view in thread ]

  11.  
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    TSO, Jun 1st, 2010 @ 3:13pm

    > complaining about how calling this "piracy" is some sort of insult to people in the movie industry

    I think calling uploading JUST 13 minutes of the movie "piracy" is an insult to people in the piracy industry. :-b

     

    reply to this | link to this | view in thread ]

  12.  
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    Anonymous Coward, Jun 1st, 2010 @ 3:20pm

    lol

    he's gonna pirate only the first 10 minutes?

    more importantly, why isn't he being arrested or sued for premeditated crime which they have tons of evidence of AND he's already admitted to?

     

    reply to this | link to this | view in thread ]

  13.  
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    Karl (profile), Jun 1st, 2010 @ 4:11pm

    Re: I have an Idea ....

    Actually, yes, we could. Kutcher and DeGeneres don't hold any rights to the movie, and because of the ART Act, videotaping a film in the theater is a criminal offence.

    If that happened, it would be hilarious.

     

    reply to this | link to this | view in thread ]

  14.  
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    harbingerofdoom (profile), Jun 1st, 2010 @ 5:11pm

    except we all know thats not pirating...


    its a bunch of douches acting all douchy...

     

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  15.  
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    Anonymous Coward, Jun 1st, 2010 @ 5:14pm

    The entertainment industry is just as bad as the oil companies like BP that instead of detonating that hole to close it, keep letting millions of gallons of oil spill so they can find a solution that doesn't involve losing that hole in the ground.

     

    reply to this | link to this | view in thread ]

  16.  
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    Hephaestus (profile), Jun 1st, 2010 @ 5:58pm

    Re: Re: I have an Idea ....

    "If that happened, it would be hilarious."

    Who cares if they get busted ...

    If the studios fail to press charges we ask why. One question does this require the studio to press charges or is this something one could walk into a grand jury as a private citizen and file?

    If they declare it a publicity stunt we point this out to the guys on the YouTube side of the youtube viacom lawsuit. ... every studio does the same thing viacom did, and you expect us to magically know whats infringing ...

    If someone else gets caught video taping this film in a theater, we point their lawyers to Ashton Kutcher, and Ellen DeGeneres. The two of them are fine with pirating the movie and posting it online. If they back out and dont post 10 and 13 minute respectively who cares ... they put the thought in the head of the poor defenseless dweeb that did get caught.

    That is the great thing about the media industries, so self defeating.

     

    reply to this | link to this | view in thread ]

  17.  
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    TPBGirl, Jun 2nd, 2010 @ 10:10am

    13 mins of pirated film? OMG! I bow to his grace! /sarcasm

    Geez, don't they know the whole movie will be online to download before Ashton ever gets out of the premiere? lmao

    Thanks Ashton but no thanks. We prefer the whole movie :P

     

    reply to this | link to this | view in thread ]

  18.  
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    martinvanburren, Jul 11th, 2010 @ 12:15pm

    herro

    i Wat to play films in India i like it so much i like Indian movie aim in Uganda my was blackamerican but my mother was Ugandan my district when iam now is called mukono city Kampala my name is martinvanburren OK good day good time goodweather goodnight goodbyeeeeeeeeeeeeeeeeeeeeee?

     

    reply to this | link to this | view in thread ]


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