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


Reader Comments

Subscribe: RSS

View by: Time | Thread


  1. identicon
    hegemon13, 7 Oct 2008 @ 9:47am

    Who cares?

    I don't see where this is "open to abuse," and I really don't care if they do make up reviews/reviewers. It is an advertisement for the movie. Anyone who relies on rave soundbites from an advertisement to determine the quality of a product deserves to get duped. Besides, they are quoting vague opinions, not fact, so I really don't see how it is false advertising.

    I remember the poster for "Alien Resurrection" had a rave review that said "Best 'Alien' yet!" I have a tough time believing they found ANY legitimate critic willing to say that, and I laughed when I saw the quote. No rational person chooses a movie to see based on an unattributed quote in the ad.

Add Your Comment

Have a Techdirt Account? Sign in now. Want one? Register here



Subscribe to the Techdirt Daily newsletter




Comment Options:

  • Use markdown. Use plain text.
  • Remember name/email/url (set a cookie)

Follow Techdirt
Insider Shop - Show Your Support!

Advertisement
Report this ad  |  Hide Techdirt ads
Essential Reading
Techdirt Deals
Report this ad  |  Hide Techdirt ads
Techdirt Insider Chat
Advertisement
Report this ad  |  Hide Techdirt ads
Recent Stories
Advertisement
Report this ad  |  Hide Techdirt ads

Close

Email This

This feature is only available to registered users. Register or sign in to use it.