It Sucks to Be the Neighborhood Watch Marketing Team

The image of a bullet-riddled Neighborhood Watch sign — on which the caped figure of Boris the Burglar, a familiar trademark of the National Sheriffs’ Association, has almost imperceptibly turned into a lurking alien — has been pulled back where possible. On the film’s Facebook page, meanwhile, Fox is now featuring photographs of the four stars in a frontal shot that seems deliberately calculated to invoke the harmless lead characters in “Ghostbusters,” to which Fox marketers have been likening their film.The next step, according to the person briefed on studio plans, will be to highlight the movie’s space aliens — a reveal that might have occurred late, if at all, in a normal marketing campaign.