Is This Really Any Way to Advertise a Movie?

Recently the Wall Street Journal recalled a comment made by Nora Ephron that really hit home to me: “No matter how cynical I get, I just can’t keep up.” I don’t know the context in which Ephron was speaking when she made this statement--my guess is that it was probably a comment on society in general--but it fits my sentiments exactly concerning much of what is currently being pumped out by the entertainment industry.

This time, it’s the movie marketing boys who have gotten my attention.

I’m sure by now you’ve noticed the print ads and billboards plastered all over town (and across the country) for the new Adam Sandler movie, “Big Daddy.” In these ads we see Sandler urinating on a door. Funny stuff, huh? But wait, there’s more. Standing next to him, doing the same thing, is a young boy of about 6 years old.

OK, all together now, let’s sing: That’s En-ter-tainment!

Does this marketing campaign bother anybody else, or is it just me? Am I so out of touch that I don’t recognize a clever, sophisticated ‘90s approach to advertising when I see one? Or maybe it’s a personal hang-up of mine. Yeah, maybe I’m urine-phobic or something.

Thankfully, we don’t actually see urine in the ad, but it’s quite obvious what it is they’re doing (or about to do) by their stance and the position of their hands. Sandler is glancing off to one side, presumably watching out for anyone who might walk by and catch them--which tells me they’re relieving themselves on a door somewhere in public view. What a nice, sweet message this sends to kids. Another media seal of approval for unacceptable behavior.

Once again, everybody: There’s no business like show business, like no business I know . . .

The door being anointed is actually a large wooden double-door--not unlike the doors to a school, a library, or . . . a church. Hmmm.

I don’t know which studio is releasing the picture, but it could be any one of them since the marketing mentality is virtually the same on every lot. The first objective is to get people’s attention to the product (movie). Get the buzz going (and it doesn’t even matter if it’s negative buzz as long as it’s the right kind of negative buzz--i.e., gross, crude and low-class. That’s what sells in today’s movie market). If they can get people talking about it, then the marketing mavens have succeeded. In writing this article, for instance, I have played right into their hands--I have become an accomplice to their marketing strategy! Curses--foiled again!

As far as the film itself is concerned, I don’t know a thing about it. It might be about a father and a son. Judging by the title, it could be a remake of “Cat on a Hot Tin Roof.” All I know for sure is that it stars Adam Sandler and a little boy and they both like to pee on great big double-doors.

I realize the movie may have little or no relationship whatsoever to the advertising blitz that is selling it. It may turn out to be a warm, uplifting little picture. It might even be a picture that I would have enjoyed. Unfortunately, I’ll never know firsthand because I have no intention of seeing it. The marketing mavens took care of that. But that’s OK with them, of course, since I’m not at all the demographics they’re shooting for, if you’ll pardon the expression.

So the envelope gets pushed a little further, and what was once a socially unacceptable act relegated only to slobs, skid row winos and the mentally ill is now, thanks to Hollywood marketing, being portrayed as funny, cute and really cool. Gosh, I can’t wait to see the ads they come up with for the sequel!

Greg Crosby is a humor writer, essayist and former executive in the entertainment industry. He lives in Sherman Oaks.