If you come around to see an ad these days, issued by the IHC (Insitute of Human Continuity) in which the happiness of future beings is contrasted with a bleak ending of all human affairs in 2012, google it. The IHC website will provide you with information of what exactly is going to happen in 2012 (unknown celestial bodies appearing, terrestial disruptions) and ways how to become a leader of post-apocalyptic earth.
Most of us have gotten tired a long time ago about all things 2012-the-world-is-gonna-end-ish. That’s why Sony Pictures uses the viral campaign of this fictitious ad and website to draw more viewers to their forthcoming movie 2012.
The only part of their video-ad that hints to its completely fictitious nature is the splitsecond of its beginning where the Columbia Pictures logo quickly flashes in and out of view.
Both the ad and the website are very-well done obviously, both in terms of design and targeting an audience. It is built to draw on subconscious anxieties and takes what used to be a crackpot conspiracy theory into the open light of the movie-business mainstream.
3 Comments
I have never understood what is so entertaining about being terrified or horrified. Yet, millions of people hunger for more of this so called entertainment. Wasn’t entertainment supposed to be fun? Most of it is either downright ignorant anymore. If not that tactic, then it is geared to deaden your senses to accept and even pay to have your mind filled with horrendous disaster, hate and bloodshed. And we wonder what is wrong with people these days? They are only doing as they were programmed to act.
However this 2012 scenario thing is out of control when they lost your interest with one tactic, they create another one to instill fear. It really shouldn’t be that surprising that it is created to look real. You’re talking about Hollywood here. Why do most people forget that it is the land of make believe? Presenting anyone with real 2012 info is not their cup of tea. Why? Because a terrified and confused people are starved for the feeling of safety. Is there real 2012 info? Yes, but there is a faction that wants you to not be interested in Seek & Ye Shall Find.
And why do we trust the Mayans to know what is right? I’m pretty sure that if the Mayans had been around today, they probably just would have updated their calendar.
Watching the theatrical trailer for 2012 when I went to the movies, I watched the many CGI dollar-sign shining images of the Washington Memorial collapsing, the White House being crushed, the Congressional Hall being decimated, and the sistine Chapel cracking, and I couldn’t help but think: why is it that, even after 9/11, we STILL enjoy seeing monuments being destroyed??
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