20th Century Fox would like to apologize for corrupting your already fragile hold on fact versus fiction. The studio is offering a mea culpa for its A Cure for Wellness promotional stunt, wherein it partnered with fake news sites to run false political and pop-culture stories alongside ads that linked to the horror movie’s website. The ploy was resoundingly slammed for its bad taste considering the damaging role fake news has played in the present political climate, and Fox is now copping to that criticism. Of the scheme, a Fox spokesperson said, “The digital campaign was inappropriate on every level, especially given the trust we work to build every day with our consumers. We have reviewed our internal approval process and made appropriate changes to ensure that every part of a campaign is elevated to and vetted by management in order to avoid this type of mistake in the future. We sincerely apologize.” And so movie studios take a stand as the last bastion for truth in advertising. What a world.
A Cure for Wellness.