Disney Used Anonymous Online Quotes In Ads

from the as-good-as-made-up dept

You've all seen movie advertisements that include snippets of glowing quotes from critics. "Marvelous!" "Best Movie of the Year!" etc. There's been some controversy about these quotes in the past. There was an investigation into studios taking movie critic quotes completely out of context, and even a lawsuit against Sony Pictures for making up a critic and his quotes for movie ads. It appears that Disney has now been caught trying out a new tactic: using quotes from anonymous internet commenters on IMDB. These "commenters" could be, for example, Disney employees, but go under usernames like "Theedge-4" and "Mjavfc1." Apparently, that's good enough for Disney to quote them in their ads. While there's something to be said for tapping into a wider group of folks than just the big name "professional" movie critics and reviewers, this one seems pretty questionable and open to abuse -- especially given the industry's documented history of made up reviews.

Filed Under: ads, critics, online reviews, quotes, reviewers
Companies: disney

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  1. identicon
    Dosquatch, 7 Oct 2008 @ 10:41am

    my two bits


    "The praise included "Simply stunning" from a blogger called Theedge-4, and "Please please see this film", written by Mjavfc1 [...]

    "These online postings are unreliable. We don't know who the writers are. Anybody can make up an internet name - it could be the producer himself or one of the actors."

    A Ha. The correct response here is, "So what?"

    Presumably the opinion expressed, regardless of the screen name or the person behind it, reflects the writer's actual opinion. So what if it's the producer?

    I'm pretty certain that anybody reading the attribution, including my Grandmother who knows squat about the internet, would recognize "Pinkboy1983", "angry dude", or "Dosquatch" as something other than the person's given name and treat it with the appropriate skepticism.

    "This opinion is teh ROXXORS!! Don't miss this one!!1! --Dosquatch '08

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