HANCOCK To Pay Your Mortgage?
In the world of movie marketing, this is definitely bigger than a Happy Meal. To promote Will Smith’s July 4th weekend release, Hancock, Columbia Pictures will pay off one family’s home mortgage.
The hook: The prize, up to $360,000, will go to a “deserving” family that writes a 200-word essay explaining why they should win. If they judge by what passes for “deserving” in today’s culture, with something like Extreme Makeover: Home Edition as any blueprint, this family will have to be in some awfully deep doodoo to qualify.
An early Hancock review claims the film will challenge Will Smith’s true ability to draw at the box office (I thought Wild Wild West already did that), and the way the movie’s being marketed is probably part of that. Follow the TV spots and trailers and it’s tough to tell if Smith’s character is an anti-hero, unwilling superhero, or smartass ripping the idea of a cinema hero to shreds.
It’s funny then, when Columbia says: “Hancock’s Helping Hand Mortgage payoff contest was inspired by the film. Hancock is a misunderstood superhero who is encouraged to improve his public image when he meets a good-hearted public relations executive.”
Now that’s the basis of a boring movie! Something tells us that’s not the synopsis Columbia’s promotion team would prefer…
What’s your call on this contest?
Share your opinions
Like this post? DIGG IT
Other Posts of Interest
- Will Smith: July 4th Hero AND Christmas Savior?
- I AM LEGEND MOVIE PREVIEW: New Ending, Production Details
- That’s Independence! JOHN ADAMS July 4th Marathon
- Trailer Tuesday: THE WACKNESS
- Trailer Tuesday: THE DAY THE EARTH STOOD STILL
6 Comments
Leave a comment
This would be nicer than winning a dvd. This would be a great thing to win.
- Mike -
A definite understatement! For better or worse, we’ll just keep giving away DVDs and that sort of thing. We have no budget here to pay mortgages.
Sneak preview DVD giveaway: My Blueberry Nights, the Wong-Kar Wai film starring Natalie Portman… Hoping to have that one posted today or tomorrow.
-Norm S. (Meet In the Lobby)
Hancock looks like interesting spin on the latest superhero movie craze… if nothing else at least Will Smith tends to be pretty funny
- patrick -
Smith does tend to be pretty funny in anything even resembling a comedy (like Hancock). And that’s a big reason so many people like him and his movies — and show up at the theater for every new release of his.
-Norm S. (Meet In the Lobby)
so…who won the contest?
- Jennie -
Good question. I’m guessing they don’t have a winner yet, since the deadline to submit essays was July 7.
I did come across this review of the contest on about.com. Seems the rules for entry were fairly strict (and limiting). Probably to cut down on the number of essays the judges would have to read… http://contests.about.com/b/2008/07/02/mortgage-payments-got-you-down-let-hancock-give-you-a-helping-hand.htm
-Norm S. (Meet In the Lobby)