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DEAN'S LIST - 3/9/2008
(by Dean Naddeo - OpEd Columnist - March 09, 2008)
'Chronicles' movie marketing goes too far
As a parent of two small children, it is my job to be alert for "things that go bump in the night," and to protect them from the myriad fears that often accompany childhood. Yet, despite my constant vigilance, the marketing brain trust behind the recently released "Spiderwick Chronicles" movie has managed to blitz its way past my best defenses, resulting in months of lost sleep for my preschooler.
This unfortunate story begins in November, when we took a family trip to Garden State Plaza in Paramus. As soon as we set foot in the place, my four-year-old daughter and I drag raced to the double-decker merry-go-round as part of a two-tiered treat, the second component being a similarly stacked ice cream cone.
Before we could board the ride however, my daughter suddenly buried her head in my chest and began trembling and pleading to go home. I quickly realized that she had become extremely frightened by two large banners advertising the new "Spiderwick Chronicles" film. I was revolted by the hideous images of grotesque, imaginary creatures depicted on each of the signs, which incidentally, were also plastered throughout the entire mall. Moreover, I was furious that the film's marketing team and mall management would allow such signs to appear in the mall, let alone strategically place them so that little kids would be forced to view the banners over and over as they revolved on the carousel.
Later, I did my research, and learned that the film had actually received an MPAA rating of PG for its "scary creature action and violence." I also discovered numerous reviews supporting my original concerns that this movie is not appropriate for young children, and should never be marketed to them. Noted film critic Roger Ebert actually recommended a PG-13 rating, declaring that "the PG classification is insane." Ebert also warned that this movie "will cause nightmares for younger kids."
Seeking some sort of recourse, my daughter and I drafted a letter to mall management, and to their credit, the two large banners were promptly removed from the carousel area (although the others seem to have multiplied).
The story could have ended there, but it didn't. Not long after the mall experience, Nickelodeon Studios began showing trailers for "Spiderwick Chronicles" on its kids TV channels, once again targeting an audience that is likely to be inappropriately young. And after a brief and unexpected glimpse of one of these ads, my daughter has now sworn off television commercials altogether.
Then came the proverbial straw that broke the camel's back - the event that prompted me to write this column. Last week, we pulled into a local McDonald's drive-thru and ordered a Happy Meal for my daughter. Although the signs were advertising a harmless FurReal kids' toy, my daughter received, you guessed it - a "Spiderwick Chronicles" meal, complete with scary creature box and toy. Once again, it was obvious that this movie was being directly marketed to the only consumers of Happy Meals - little kids.
The film, which has already grossed more than $55 million domestically, will eventually see its last day in the theaters. But soon after, parents of young children may have to avoid the video stores, which will likely display "Spiderwick Chronicles" movie posters in their front windows.
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