I used to work in film advertising, and it was always funny to me that we never knew the release dates of movies we were making advertising for. It seemed like the ultimate irony. Sure I went to the Kwik-E-Mart, bought my Krusty-O’s and Buzz Cola, but I wouldn’t know when the movie was coming out if I wasn’t already a movie geek who checked movie news websites daily. Turns out the release date is this Friday. I suppose the ultimate purpose of the advertising isn’t getting into specifics, it’s more about just building awareness. The date is just a technicality.

I guess a great example of this was the release of Mike Judge’s film Idiocracy. It’s a film taking place in the future where major corporations have taken over and the highest grossing film is a film called “Ass” which farts for 90 minutes (I think this is a take on how the YouTube generation’s idea of entertainment has boiled down to cute kittens and people beating each other up). Anyway, the satire of the film pissed off corporations so there was no advertising done on the film. They fulfilled their contract by releasing the film and it was gone almost as soon as it came out. I didn’t know about it until maybe six months later when it came out on DVD and we heard the stories about how it wasn’t advertised.