#IAmMajor / Ghost in the Shell’s Meme Generator Marketing Strategy Has Backfired

As part of the promotion for the upcoming live-action Ghost in the Shell, Paramount launched a new website that invited eager fans to generate an image with a few lines of text and create their own “I am Major” poster. This is the TV spot:

What Paramount most definitely underestimated was the proficient wit of the online community, which is basically almost everyone smart enough to use the internet.

Whoever thought this campaign would go according to plan without a hitch is either still using Spyglass Mosaic or is not very good at their job, because no one outside of a screening (that sacred time when we all suspend our disbelief) or part of the actual film crew is going to take this opportunity to get on board the make-believe seriousness train to genuinely promote a movie for free no one has actually seen yet. Or as Brian Ashcraft from Kotaku pointed out, “It’s damn perfect troll fodder.” Here are some examples proving the point:

When Scarlett Johansson was cast in the role, many Asian-American actors and fans voiced their displeasure over her involvement in the film and the whitewashing of Japanese culture. As part of the retaliation, fans have started to use the generator and the “#IAmMajor” hashtag on Twitter as a way of calling out both the film and Paramount.

In Ghost in the Shell, Major Motoko Kusanagi, is the central figure; a cybernetic android who leads an anti-terrorism group under the banner of Section 9. As I am sure most people are aware of the source material, many of the memes being created are just fun:

And you know what, #IAmStillGoingToWatchEnjoyThisMovie 😉

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~ by Fionnlagh on March 16, 2017.

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