My Bloody Valentine 3-D TV Spot - Good Old Fashioned Bullshit
by Alex Billington
January 14, 2009
Everyone knows I hate 3-D and nearly all 3-D movies. Which is why I'm going out of my way to mention this. The trailers for Lionsgate's upcoming My Bloody Valentine 3-D have been the biggest abusers of the 3-D gimmick, showing audiences reacting to fake 3-D flames. But this new TV spot they released is the bottom of the barrel. They use the marketing trick of splicing in on-camera confessions from people leaving the theater. But this time they've chosen some web journalists and apparently they're quotes have been taken so out of context, that even they're complaining about Lionsgate's sly marketing tactics.
More specifically, I'm taking about Devin Faraci. His quote is: "On the intensity scale of 1 to 10, this one is like a 12. I mean it's right through the roof." Apparently that wasn't exactly what he thought about it. That was actually his opinion on the 3D and the effects (via Twitter). And then they cut it up, spliced it into the TV spot with a bunch of other confessions, and ran it to make it seem like all these journalists really did love this movie. While I can't speak for the movie because I haven't seen it yet, that's some genuine marketing bullshit. Maybe it is a fun flick, but crafting journalists' quotes like this just doesn't fly.
I'm curious whether desperate marketing attempts like this are just a further indication that the "health" of Lionsgate really is hinging on the success of My Bloody Valentine 3-D (as we mentioned previously). It just so happens that I'm really opposed to this movie for many reasons, especially because I feel like it's not really trying to progress the development of 3-D, it's just trying to use it as a tacky sales technique. Which is why it's not all that odd to see them using even more tacky sales techniques to try and sell it to audiences. Best date movie ever? Really? Can we actually believe that quote or was it taken out of context, too?
If you do want to watch this horrid TV spot, I've thrown it up below, just in case you want to try and figure out how many of these quotes are actually legit and how many aren't, because there are quite a few in it. I'm sure I don't need to say it again, but I still suggest you skip My Bloody Valentine 3-D.