Wednesday’s trailer launch for Francis Ford Coppola’s “Megalopolis” was something of a debacle following the quick reveal of its use of fabricated review quotes from film critics both alive and dead. To add insult to injury, reports that not only were the quotes false but following an investigation were also found to be generated by artificial intelligence. In the wake of all this, the trade reports that the project has cut ties with marketing consultant Eddie Egan who previously held executive posts at STXfilm and assorted major studios before becoming an independent consultant.
This has all led to obvious questions as to whether the fake quotes were part of a marketing ploy – designed to generate chatter about the movie (ie. no such thing as bad publicity). However, the trade says neither Egan nor distributor Lionsgate set out to intentionally fabricate quotes; rather, this is being chalked up to a lack of vetting of marketing materials.
Pauline Kael, Roger Ebert, Andrew Sarris,Vincent Canby, Stanley Kauffmann, and Rex Reed were amongst those who were quoted. Upon the discovery the trailer was quickly pulled by the distributor – less than twelve hours after it was posted. They subsequently issued a public apology.
“Megalopolis” still remains on track to hit U.S. cinemas on September 27th.
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