HANCOCK To Pay Your Mortgage?

By at June 25, 2008 | 12:43 pm | Print

Will Smith in Hancock

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.

Will Smith and Daeg Faerch in HancockIt’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?
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Trackbacks For This Post

  1. […] Rogue, the movie’s distributor is giving you a chance anyway. In a promotion that rivals the Hancock mortgage payment contest, Rogue and Movietickets.com are offering an annual free trip to the 50th state. For ten […]

  2. […] Director: Peter Berg :: Previous Films: Battleship, Hancock, Friday Night […]


  1. Mike Mayberry, 9 years ago Reply

    This would be nicer than winning a dvd. This would be a great thing to win.

  2. Norm Schrager, 9 years ago Reply

    - 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)

  3. patrick, 9 years ago Reply

    Hancock looks like interesting spin on the latest superhero movie craze… if nothing else at least Will Smith tends to be pretty funny

  4. Norm Schrager, 9 years ago Reply

    - 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)

  5. jennie, 9 years ago Reply

    so…who won the contest?

  6. Norm Schrager, 9 years ago Reply

    - 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)

Leave a Reply → patrick