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
    Mojo, 7 Oct 2008 @ 3:34pm

    The problem with this is that the vast majority of people who read pull-quotes in ads assume the quotes are from major news outlets and critics. You know, professionals.

    Not that any one person's opinion is more valid than another, but if someone is on the fence about seeing a movie and sees the ad and comes away thinking, "well, if all those critics liked it maybe it's worth seeing" then Disney is intentionally misleading the public.

    They aren't doing anything necessarily illegal, but it's still a case of capitalizing on and abusing people's natural expectations.

    If they wanted to be above board about this, they would at least attribute the quotes to "IMDB member." But that would defeat the whole point of what they're trying to do.

    What it comes down to is yet another reason the studios shouldn't be surprised when people get fed up with being cheated and download movies!

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