As we reported about two weeks ago, the horror film Captivity came under criticism for a particularly sleazy form of marketing. Plastering billboards and taxi rooftops with posters that showed needlessly graphic and disturbing images of a woman being abducted, tortured, and killed. The production and distribution companies, After Dark and Lionsgate, pulled the ads and apologized following the negative reaction, but the Hollywood Reporter says that everyone’s favorite whipping boy, the MPAA, will extract its own justice.
The MPAA has told After Dark that it will not consider a rating for Captivity prior to May 1. Essentially suspending the ratings process for one month. This is going to make it difficult for After Dark to have the film reviewed and rated by the MPAA, make any needed changes, and still meet the May 18th release date it has included in its advertising. It’s other option would be to release the film unrated on the 18th, thereby ensuring it’s a big fat failure. The MPAA also required that After Dark and Lionsgate clear all promotional material for Captivity with the MPAA prior to use. The reason for the precedent setting punishment was due to the pretty brazen nature of After Dark’s decisions. ""The sanctions in this case are severe because this was an unacceptable and flagrant violation of MPAA rules and procedures," MPAA senior vp advertising Marilyn Gordon said. " "After Dark Films presented their ads for approval, as all companies are required to do if they wish to receive an MPAA rating. However, their ads were summarily rejected for their graphic depiction of a woman's torture and death. Yet After Dark proceeded to post them on billboards anyway.”
This actually sounds like a pretty good way to handle the situation. By ultimately delaying the release date of the film, the MPAA limits the “free publicity” aspect of doing this sort of crap. It also makes marketing the movie a bigger pain in the old caboose. After Dark said that the original billboards were a mistake, but the fact that they were told it wasn’t acceptable to the MPAA and ran it anyway was a big F You to the MPAA. The MPAA is now saying F You back.
