False Quotes in Film Ads

ByABC News
June 22, 2001, 12:43 PM

June 26 -- Hollywood studios have been getting a bit too creative in their ad campaigns.

The industry known for its grand theatrics in building hype and excitement may find itself the subject of a legal battle for creating fictional hype while promoting its screen offerings.

Sony has admitted it created David Manning, a fictitious critic on a real Connecticut newspaper, who called Rob Schneider's goofball comedy The Animal "another winner!"

The studio further admitted that it gave staffers an extra job posing as audience members to praise The Patriot. One "random" person called the Mel Gibson vehicle "the perfect date movie."

The Manning stunt left two employees on suspension, while sparking an investigation by the Connecticut attorney general's office, which will determine whether Sony may have run afoul of Federal Trade Commission rules governing advertising.

In the weeks since the Manning story came to light, more instances of questionable advertising have arisen.

Variety reports a former Fox Searchlight employee called Waking Ned Devine "hysterical" in an ad. The studio declined to comment on the report.

"To just make it up is deceptive and unethical," said Advertising Age editor Scott Donaton. "I think it's just as bad as if General Motors or Procter & Gamble did it."

Stepping on the Critics' Toes

In the world of filmmaking, where reviews and opinions can make or break a movie in the matter of a weekend, advertising is clearly a serious matter.

"I don't think that the kinds of things that Sony's been caught doing are widespread. I do think it's likely that you'll have a smattering of other examples pop up," said Donaton.

Sony admitted to employing Manning for four of its Columbia Pictures releases, Hollow Man, The Animal, Vertical Limit and A Knight's Tale, with the phony critic calling that film's leading man Heath Ledger "this year's hottest new star!"

But given the number of critics around, did they really have to lie?