Dec 10 2009 04:33 PM ET

Movie ads vs. movie truth

If you didn’t already know that the gentleman played by Colin Firth in the excellent new movie A Single Man is single because (no spoiler, I promise) his male lover has died, you’ll never know by looking at the newspaper ads that feature a big, lovely image of Firth and a smaller, lovely image of Julianne Moore.  It’s true, Moore plays an important secondary role in the movie, but come on, who are they kidding? If the ad wasn’t designed intentionally to hide the gay-ness of Tom Ford’s exceptionally elegant, thoughtful study of one man’s grief, it was, at the very least, designed to accentuate the hetero-positive and eliminate the homo-negative, don’t you think?

Then again, there are a bunch of movie posters out these days that might give a ticket-buyer the wrong impression. See that promotional image from 2012, above? Seems to me the movie is about a Tibetan monk — or maybe he’s the Dalai Lama? — presiding over magnificent seas. And as for that ad for The Blind Side? If I didn’t know better, I’d think Sandra Bullock plays a woman with a great butt and a giant football player for a boyfriend.

Now I’m really excited about seeing Avatar: From the ads, the movie looks like it’s about Smurfs.

Got any movie ads that have lured you in, turned you off, or made you go, huh? I’m all (pointy blue) ears.

Comments (172 total) Add your comment
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  • Matt

    Homophobia is last socially accepted form of bigotry in the US.

    • shawshank

      Nah. Homosexuality is very accepted in main-stream media. The real accepted bigotry these days is against Christians that dare hold onto their beliefs.

      • CC

        Yea, it’s too bad that so many of you Christians get such a bad name by irrationally hating on large groups of people and any mainstream acceptance they might have gained.

      • sandman

        CC, why generalize?

      • julie

        the real accepted bigotry is against obese people, but that’s probably another movie

      • Sara

        Homosexuality may be getting more accepted in mainstream media, I’ll give you that. But, generally speaking, if it were up to the Christian community…that wouldn’t be the case. Part of the
        wonderful “beliefs” of what you speak…is bigotry towards gays.

      • Me

        It looks like you’re making huge assumptions about ALL Christians. I don’t hate homosexuals, although I do believe that homosexuality is wrong. I try not to pass judgment on those people though b/c God is the only judge.

      • reggie

        Damn straight. I think fatties are an abomination to our great society. Those pudgy animals don’t deserve rights, the way they sit there, eating unhealthy, breathing all the thin man’s air, getting all of the same benefits. It’s a terrible thing. FIT POWER!!!!

      • Liz

        Yea homosexuality is so accepted just ask my wife…Oh wait I’m not allowed to get married to the woman I love. Ohh acceptance feels so good.

      • Jon

        Wrong. Whatever happened to “Love one another just as I have loved you” and “Let him without sin cast the first stone”?

        Today’s “Christians” are extremely hypocritical.

      • Me

        Jon, I’m not casting stones. I’m not saying I haven’t sinned. And since you’re going to the Bible, have you read the story of Soddom and Gomorrah?

      • Jon

        You are casting stones as you pass judgment (contrary to what you said above) if you’re presuming to know what is right and wrong. And incidentally, you’re playing God and breaking the first commandment.

        As for Sodom and Gomorrah, I ask: have you eaten shellfish? That is an abomination. How about wearing leather? Or working on the Sabbath?

        You “Christians-in-name-only” always seem to pick and choose the parts of the Bible that you wish to obey. Why is that?

      • oh no you didn’t

        Way to castrate the Christians. Isn’t Islam extremely intolerant of homosexuality as well? At least in America, it’s not the law to kill/flog a homosexual. Murder is illegal there.

      • craig

        Fat Christian Homosexuals, someone needs to make a movie about them, they are the true minority! Ricky Gervais and George Wendt could star! I can hear the tagline now! “I can’t quit you, or Dunkin’ Donuts!”

      • Desmo

        Sorry but no you are still prejudice against Christians. Not all Christians believe homosexuality is a bad thing.

      • Dysthymia83

        Well, maybe beliefs based on silly fairy tales don’t deserve to be respected.

      • colin

        I know, I can’t believe the government is telling you who you can and can’t marry, and whether you can confess your beliefs in the military. Wait, none of that’s happening to you? Just because your leader was a martyr doesn’t mean you all have to try for that.

      • jhc3

        Shawshank, if by “daring” you mean “pitiful, deluded, yet coddled by government and society,” you’re right. Absolutely. Christians whining about being discriminated against is like Tiger Woods complaining that he doesn’t get enough tail.

      • Muffy

        @shawshank, please get out of Candyland! America still hates gay people, and it’s very sad.

    • Escoces

      Fear of gays is bigotry? Is fear of meat Veganism? Moran.

      • Scott

        It’s highly advisable to look intelligent when insulting someone else’s intelligence. Fail.

      • Dan

        What kind of moron says “moran”?

      • Merriam-Webster Definition of Homophobia

        “irrational fear of, aversion to, or discrimination against homosexuality or homosexuals”.
        So Matt is right and you are wrong about your moronic comparison of veganism and bigotry.

      • Ambient Lite

        I can’t get past the idea that people afraid of “gays”. As if there were ever a less threatening group to fear. Ridiculous ignorance.

      • D’s Advocatre

        Clearly Escoces was referring to Erin Moran (best known as Joanie on “Happy Days”). Well played, sir!

      • Ambient Lite

        Heh, Erin Moran – now that IS mean!

      • Molly

        This is SO not the discussion Liz meant to start.

      • Molly

        Sorry, I meant Lisa Schwartzbaum.

      • Jeff Eastwood

        Maybe Escoces was referring to the DJ/remixer Tony Moran.

      • Michael

        Uh, fear of gays is stupid. Lol. I love that anyone would ever be afraid of someone who’s gay. I mean, there should be a movie or TV show about that… When Gays Attack! I can see the promotion for it, with some straight guy talking confessional style into the camera: “I was just walking out of the grocery store and then – BAM! Gay guy comes out of no where and walks right past me. Man, that was frightening.”

        Fear of gays. Hilarious.

    • Disagree

      Not true, there’s also fatism.

      • Gregoire

        Not to take away from the discussion of homophobia, but I agree with you. Except is the word fatism? Because that’s a funny word.

      • Twilight Sucks

        completely agree. I’m not afraid of them but I will admit that I get a little depressed when I see a morbidly obese child and I tend to look down on a morbidly obese adult.

      • harry

        their definitely is weight based discrimination(I would have thought it would be called weightism, but that’s just a guess) but whereas that’s mostly social, homophobia is social and in the law.

      • Menchy

        But obesity (unlike age, race, gender, or sexual preference) is, except in a few RARE cases, completely under your control. If you’re tired of people looking down on you for being fat, go for a jog. Unfortunately, if you’re tired of people looking down on you for being black, you’re #%^$ out of luck.

    • T. M.

      I think that those of us who do not find homosexuality acceptable, should be able to kindly, rationally, and without malice, be able to hold our opinions without being attacked. Homosexuals, extreme liberals, extreme environmentalists spout hate everyday toward those of us who don’t agree with them. We are often portrayed as bigots, KKK-types, and filled with hatred. I have many gay people in my life that I love dearly and would lay down my life for, but that doesn’t mean that I am in agreement with everyone of their life choices.

      • Mo

        Thank you, TM. You get what you give. Kindly, rationally, and without malice, I’d like to say I fundamentally disagree with you in that I don’t believe that homosexuality is a life choice any more than being heterosexual or white was a life choice for me. I think it’s wrong to want to force people to be what they are not, as long as they are not breaking any laws or hurting anyone. I don’t have a God that tells me that these people are bad even though He’s the one who created them. You also have to admit that homosexuals historically have been treated to much worse than being called bigots or KKK-types – see, to give only recent examples, Alan Turing or Matthew Shepard. You are certainly entitled to hold your beliefs and to not be attacked for them, as much as gay people are entitled to be who they are and not be hated for it.

      • Gretchen

        No one is attacking your beliefs. What is under attack are those who use those beliefs to keep others from basic rights just because you don’t agree with their lifestyle – that is always wrong, no matter if the lifestyle is gay, interracial, multi-national, etc. Denying people rights just because you don’t like them will NEVER be ok.

      • reggie

        Gretchen, you assume all of this simply because a poster didn’t advertise that he was gay. That’s rediculous. The thing you have to understand first and foremost is that the film industry is a money making industry, and their objective is to make the most money possible with what they have. Now I have nothing against gay people at all, but the reality is that you guys and gals are still the minority, so obviously the studio is going to cater to the demographics that have the most people. It’s just simple economics, not homophobia. And to suppport my claim, I cannot think of any movie in the last ten years, other than brokeback, was a box office smash while being overtly known the plot revolved around a gay character. It’s not homophobia, it’s dollars. If you wanna help your people out, go see the movie so it makes money, but for god sake stop complaining.

      • Jon

        If you really had “many gay people in [your] life that you love dearly,” you would realize that being gay is not a choice.

        When did you choose to be straight, T.M.?

      • Gretchen

        Hey Reggie – I am not gay. In fact, I am 100% hetero and currently live with my boyfriend. My sexuality has no effect on whether I think discriminating against a group of people is wrong based on their sexuality. And I wasn’t specifically talking about the entertainment industry – I was addressing T.M.’s assertion that “Homosexuals, extreme liberals, extreme environmentalists spout hate everyday toward those of us who don’t agree with them.” I am neither a homosexual, extreme liberal nor an extreme environmentalist, but I still know discrimination is wrong. And, by the way, how about ‘Milk’ as a box office smash centered around a gay person?

      • millsy

        Hi T.M.

        You may thinks its kind to strip people of their rights and outcast them for the way they were born. I am straight but also, like you, have many gay friends. Luckily for them I have the willingness to ask questions and actually listen to their answers. Every single one of my freinds has said the same thing, its not a choice just the way they were born. In fact they often tried for years to “conform” to normal life and it caused them and others around them much hurt. Eventually they were brave enough to “come out” and be honest to those around them and were often villified for it. Why would someone “chose” ostrication from friends and family? You may wish for peaceful discussion but your a horrible ignrant bigot and when people hate others they usually get hate back. I hope your “God” can forgive you because I can’t.

      • Just me

        T. M. I appreciate your attempt at kindly and rationally explaining your beliefs. I completely agree with you and I am a Christian as well. I am shocked that some people decided to respond to you still with malice. Obviously your gay friends know that you aren’t a bigot, otherwise they wouldn’t keep you around. Everyone is entitled to their own beliefs. However, the people who were attacking T.M. should take a look in the mirror and realize that they are guilty of bigotry themselves. Bigotry is a “stubborn and complete intolerance of any creed, belief, or opinion that differs from one’s own” (dictionary.com). Don’t attack someone for their beliefs. That just shows your ignorance. Being Christian does not mean that you are intolerant to other people’s beliefs. Sure, there are some Christians who are that way, but if they are truly following the Bible, they would know intolerance is sinful. However, tolerance does not mean that you give up your own beliefs and say, “Just kidding everyone. I didn’t mean it.” It means you act the way Mo did, who calmly and rationally said, “No, I disagree” without any kind of insult on T.M.’s character. Take the time to think about how other people think. In the end, you probably won’t change your beliefs, but at least you won’t be a bigot and you’ll be more thoughtful about how the other person feels.

      • Brent

        Matthew Shepard death had nothing to do with his gay lifestyle. The fact that Federal Law values gay and miniority life more than stright white life is the real wrong. People shluld demand Equality Under the Law. We need to stop special treatment now.

      • Gretchen

        Brent, Matthew Shepard’s death was in fact due to his sexuality. People are scared of gays and some think that killing gays, the ‘gayness’ will go away. They are killed because of who they are…that is why there is a specification when they are killed.

    • Luis Silva

      I wasn’t interested at all in seeing Single Man. I thought it was an overly serious dramedy. Now that I know that Colin Firth is playing a character whose lover has just died, I’ll definitely see this. It’s infuriating, yet understandable, that they would hide the movie’s gay theme.

    • KC

      Nah, agism is still ok it seems (if you’re over 40 I guess you should just give up?) as is making fun of people’s weight.

    • datruth82

      Christians don’t mistreat people that are gay. It’s not our place to do so. However, we do not agree with the lifestyle. And, actually, even from a scientific standpoint, how does homosexuality make sense? Two men can’t reproduce. If the entire point of the theory of evolution and survival of the fittest (and, yes, no matter how popular it is, evolution is still a theory with more holes in it than Swiss cheese (the impossible spontaneous generation of protein, anyone?) is the continuation of the human race, how would homosexuality fit into that? If everyone were to become homosexual tomorrow, it would actually mean the end of the human race. We’re not asexual creatures, and requires both sexes to have children. No matter how socially acceptable homosexuality may become, it doesn’t change that fact.

      So, as Christians we believe in an intelligent designer/Creator, and that homosexuality isn’t morally acceptable, and we’re looked down upon. However, our viewpoint actually would support the continuation of the human race. Are you sure we’re the ones that have it wrong?

      • Gio

        That is a really foolish and shortsighted argument. Population is exploding beyond what we seem to be capable of taking responsibility for. Furthermore there will never be a shortage of heterosexuals to to further the human race….there is nothing rational in what you say.

      • timbit_queen

        I thought his reasoning was pricelless. Maybe you should reread it. It’s VERY rational.

      • stella

        Please don’t include all Christians in your “we” — just state “I.” Not all Christians share your view; hopefully most of them do not.

      • colin

        Straw man. Everyone won’t “become” homosexual tomorrow. Why do you think this would happen? Do you ever make decisions in your life based on actual, concrete observations, or do you just live in irrational fear of everything? As others stated, clearly anything that can keep our population from exponentially blooming is good enough for me.

    • Jodge

      Amen to that, Brother!

  • tex

    Lord I am tired of the ads and general hype for Avatar.It just doesn`t look that interesting.Is there even a story there? Or are we just supposed to get off on the way it looks.

    • lois

      Avatar looks like an epic fail and an expensive one at that. The only thing that could probably make it look worse is if Michael Bay directed it.

    • Moxie

      I’ve seen countless ads for Avatar and I still don’t have a clue what it’s really about. And I don’t care to find out.

    • Holly

      The story is John Smith and Pocahontas but its set in the now and Pocahontas and all her people are blue

      • gina

        YES!!!! I’ve been saying that from the beginning.

  • Richard S

    The poster for Independence Day made me think it was going to be a good movie…

    • corteo

      Ha that’s hilarious.

    • Meier

      Zing!

  • Jordan

    Matt,
    I think that homophobia is the last socially accepted form of bigotry everywhere. True, it is pretty bad here; especially when you consider the fact that we market ourselves as an open and accepting culture. However, there are places in the world where it is much, much worse.

    • Jeff Eastwood

      Jordan: “…there are places in the world where it is much, much worse.” Yeah, like Uganda, where they’re wanting to pass a law to make it legal to kill anyone who is gay.

    • whatevs

      Please. A very widely accepted form of discrimination is toward women and that’s never going to change. Open your mind a little and see that homosexuals are not the only victims of bigotry.

      • mark

        It’s true that there are so many people who face bigotry everyday. However, homosexuality is one that is entrenched within law. I don’t think that saying ‘it’s worse elsewhere’ is an acceptable defense of bigotry.

  • mermaid

    They didn’t just de-gay the poster for A Single Man, they totally de-gayed the trailer as well. Suddenly about half of it is shots of Julianne Moore, and Matthew Goode, who plays the lover, is relegated to a few shots.
    Another example of totally false promotion was the trailer and poster for Bridge to Terabithia. They seemed to be trying to piggy-back on all the popular kids’ fantasy movies that were coming out at the time, but instead it was a story of two lonely kids finding each other.

    • exactly!

      i thought it was some fantasy movie. but nah. it turned out to be some well-directed movie about two kids, and then turns on the waterworks with the death of the girl. Turned out to be a WAY better movie than I thought.

      • Laura K.

        Had you not read the book?

      • Tricia S

        The girl dies!?!?!?!

    • harry

      I had read the book, and assumed they’d changed it to jump on the fantasy bandwagon

  • Sarah T.

    I agree, I am SO sick of Avatar, it’s not even funny. They’re hyping the fact that it’s by James Cameron more than anything else and that alone is annoying enough. Who cares? Let the movie sell itself. If you have to remind people who you are and what you directed that does not bode well for the movie itself (or you for that matter). I like some of Cameron’s movies but this one i think is going to flop. Big Time. I predict decently sized opening and then it will hit a wall.

  • Micah

    I remember being excited about seeing Spanglish. I went to the movie and emerged wishing that it had been about what the trailers said it was about.

  • Michelle

    Lisa, you’ve got it wrong. Avatar is about Smurfs in space!

    • ks

      HAHA

  • Matt

    The problem with Avatar is that the plot is so complicated that it can’t be conveyed in a 30-second ad. I watched a five minute trailer and still would have been slightly confused if I hadn’t already read a plot synopsis.

    • nezo

      what? the second trailer pretty much spelled out the plot for you.

  • Dums

    What I think is wrong with movie ads nowadays is that they give NO info about the movie – they’re just critic blurbs. How about at least a tagline to give me a semblance of what the movie is about? There’s no “In space, no one can hear you scream”, “There are 3.7 trillion fish in the ocean. They’re looking for one.”…

    • Jennie

      Agree! And I love that I know exactly which movies you’re talking about just from those inimitible taglines, which carry far more weight, for me, than some creatively edited, totally out-of-context blurb from a critic.

      • MsSuniDaze

        True. Then you have the movies (usually romcoms) that basically give the entire plot away in the trailer. They need to show you enough to get you in but not ruin it by showing an obvious scene from the end of the movie.

  • Jon

    The BLIND SIDE poster is a poor example, since there’s nothing really about it that’s sexual and the movie is about Sandra Bullock and a large African-American man. It’s not the poster’s fault that you have a dirty, dirty mind.

    • skeelo

      exactly my thought, the Single Guy argument made sense, but when I saw her issue with the Blindside ad all I thought was “huh?”

  • Scott Claemor

    Calling special attention to the character’s “gayness,” just like emphasizing the “blackness” of the new Disney princess or the “hispanicness” of our new supreme court justice is precisely the reason why the labels, sterotytpoes, and prejudices remain. Get past the differentiators and focus on the “humanness.” (yeah, I know I’m makign up words.) I think the film’s title says it all; If it was called “The Single Gay Man,” it would send an entirely different message.

    • Scott

      Honestly? You don’t see a problem with taking a story that happens to be about a gay man and specifically trying to mislead people by wrapping it up with a big hetero bow on top? Gratuitous homosexuality should be avoided (of course) but honesty in advertising (no matter how rare) is generally considered a good thing.

    • Kate Schmate

      It isn’t calling special attention to his “gayness” to subtly indicate that he is gay, since that is essential to the plot of the movie. I agree about Disney and Sotomayor, but this is a different situation–the advertisements are trying to drown out any mention of “gayness” to gain wider appeal, and that is wrong. It misrepresents the film in the interest of getting money from bigots.

      • noam

        the commercial i saw made me think that the film was about colin firth falling for julianne moore. i saw absolutely no indication that he was mourning a dead love, that he was gay, or julianne moore was a supporting role. still having not seen the film, but having read reviews, i think the commercials were just all-around poor advertising.

      • harry

        in the first commercial it was a lot gay-er (more skinny dipping, a gay kiss, him lying next to his dead lover). They took out a lot of stuff in the new one.

  • Scott

    I hate when a foreign language film has an English title. I watch foreign language movies when I’m in the mood but there are plenty of times when the label tricks me into watching one I’m not in the mood for.

    • trepithet

      You do realize that movies generally have their titles translated when they’re released in other countries, right? If you read the box it’ll say what language the movie is in.

  • Jane

    Not a poster, but there is a precious tv commercial that has only happy moments with everyone laughing and her fantasies. Anyone who sees only that ad before the movie is in for a big surprise.

  • Dums

    Like Pan’s Labyrinth? I mean, El Laberinto del Fauno. You’d have missed out on one of the best movies of recent years.

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