I’ve got to be honest I’m pretty annoyed at the moment, I’ve just logged on to Box Office Mojo to find a new feature they’ve started today called Ad Fidelity (which I begrudging link to here).
Let me explain why I’m not pleased with what I’ve found...
Firstly, anyone whose been following this MoviePush blog for a while will know that when I write reviews on films, rather than purely detailing whether the film is good, I also discuss whether it lived up to its marketing promise. The exact words I used prior to a review were: -
“...a quick explanation of a MoviePush movie marketing reviews. Not quite a traditional review of a film, this is an opinion of whether the marketing successfully (and honestly) conveyed what audiences could expect from the film. In other word, did the film deliver on its marketing promise”.
Any way the new feature on Box Office Mojo (started 5th August 2011) begins with an editors note that reads: -
“Ad Fidelity is a new feature that compares the core elements of a movie's marketing campaign with the reality of what's on screen. The purpose is to show whether or not a movie lives up to the promises of its advertising and to shed light on a movie's potential long-term playability”.
The explanation is slightly different, but it’s basically exactly the same thing and a little too close to comfort for my liking. I need to find out where I stand on this, everyone is entitled to an opinion of whether they liked a movie, but my concept of whether a movie delivered on its marketing promise and to even use the same phraseology is plan insulting.
It’s very frustrating, if Box Office Mojo wanted to run a piece like this, why didn’t they just get in contact so I could write it for them freelance or something like that.
Any advice how (or whether I even should) approach resolving this would be greatly appreciated.
In addition to writing original content for MoviePush, I link to a lot of articles all over the web through my twitter @rossbishop mainly focused on movie marketing. If you’re interested and like to keep up to date, please follow me.