Want to know what small fluffy animals think of the latest movies? Now, thanks to the genius of cinema marketing, you can
When it comes to holidays commemorated in cinema, Easter is a desperately poor cousin. Christmas, if it wants, can go schmaltzy or biblical. It can go sweet or sad or funny. And then there’s Halloween, churning out endless incarnations of horror every year. But what are you left with if you want to watch an Easter film? A movie in which Jesus gets his head kicked in for two hours? Or, worse, the animated Russell Brand Easter Bunny vehicle Hop. Neither exactly spells a fun time.
So, really, you can’t blame Odeon for doing what it’s just done. You can picture the room in the PR company headquarters, full of trashed moodboards and upturned flipcharts, as staff struggle forlornly with the idea of scheming up an Easter campaign until their ironic glasses get fogged up and their asymmetrical haircuts get a little too asymmetrical to be taken seriously. Then, from the back of the room, a voice pipes up. It’s frayed. It’s quavering. It’s undoubtedly broken. But it’s there.
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