June 15, 2004

GOP-Friendly PR Firm Behind Efforts at 'Fahrenheit 911' Boycott

The marketing buzz surrounding 'Fahrenheit 911' is already blazing hot, and recent revelations of Republican shenanigans stand to take it up a few degrees. A boycott website called "Stop Michael Moore," ostensibly ran by a citizen's group called "Move America Forward," is in actuality controlled by the GOP-friendly PR firm Russo Marsh & Rogers. Atrios, a political blog, pointed out this fact after they looked up the registrant of the domain name, which turned out to be RM&R. The firm was the publicity arm of the successful effort to recall California Governor Gray Davis last year, and they work almost exclusively with the Republican party.

The boycott website lists contact information for the theaters that currently have the film booked. Here's an excerpt for you:

This movie is nothing more than a political campaign advertisement against the war on terrorism, our troops and President Bush. So why on earth are ANY movie theaters showing this film? "Fahrenheit 9/11" should be shown as a recruiting video for Al-Qaeda, not in our movie theaters. Please join us in telling the movie theater companies below your opinion as it relates to their attempt to profit from the showing of "Fahrenheit 9/11."

This last line was somewhat cryptic, especially considering it's placement right above the theater contact information:

We would like to thank those individuals at Lions Gate Entertainment and IFC Films who support our efforts.

Did somebody at Lion's Gate or IFC drop the exhibitor list in Russo Marsh & Rogers' Laps?

It's a brave new film marketing world, and if you rock the boat, political parties and corporations will fire back with millions of dollars in ad spending to discredit your work and film. but how will these anti-Moore efforts pan out? Their tactics will only build awareness for the film, which will in turn increase demand for tickets. In fact, IFC/Lion's Gate had to set up an online group ticket sales site early in order to meet the intense demand. Exhibitors are seeing dollar signs, and nothing short of death threats and mob violence will get them to change their booking now.

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