Art is about truth. Advertising is about manipulation.
Art wants to say what can't be said.
Advertising wants you to do something specific.
These two things are, fundamentally, at odds. You make a film because there is something you want to say. And then you have to advertise that film in order to get people to be able to hear what you said. But the process of advertising the film is, in some ways, antithetical to what it is you are trying to say.
If the film embodies a critique of dishonesty, then it seems absurd to launch into an advertising campaign to promote the film.
How to advertise a film without being dishonest? How to advertise a film without an agenda in which people become instruments of your advertisement? How to treat people as free human agents, and also convince them that they should see your movie? Is it possible? Or are the two things essentially and forever at odds? And if so, what is one to do?
I'm starting to feel uncomfortable with the whole marketing campaign for this movie. It feels manipulative. It feels like trying to sell something. There's a difference between letting someone know about something (such as a party) and trying to persuade them to go to that thing. One way is: "Hey, there's a party at such and such a place on such and such a night." The other way is: "Hey, there's this really great party happening at such and such a place on such and such a night. You should really try to go!" The first is informational. The second manipulative (and, I would argue, uncaring).
I would like to let people know that the film is opening, and what it is about, and what it is like. I don't want to manipulate people into going. How does one do the former without falling into the latter? I don't know, but I'm open to suggestions...
posted by Caveh Zahedi at
5:44 PM
