‘Our Idiot Brother’ Makes One Final Push with Fake Controversy and Red-Band Trailer

Thursday, August 25, 2011
By Kevin Crossman

Paul Rudd in My Idiot Brother

Paul Rudd in My Idiot Brother

Our Idiot Brother opens in theatres on Friday, and the Weinstein company is creating false controversy to use as an excuse for one final promotional push featuring a red-band trailer. It started with a new TV spot containing specific content that the film company knew would be rejected (perceived visual of drugs and smoking), according to Deadline. Then, in an “outraged response” the company issued the red-band trailer shown below.

Do you think this sort of effort is worthwhile? We will see this weekend after the box office returns are in. Of course, despite the fact that the film stars Paul Rudd, Elizabeth Banks, Emily Mortimer, Zooey Deschanel, Rashida Jones, Adam Scott, Kathryn Hahn, and Steve Coogan, the film is not expected to be a big box office grosser. The film has an indie feel, such as the obvious obscuring of Rudd’s pretty face behind a beard. The film’s R-rating is also probably not a help either, given subject matter that doesn’t seem to appeal to 18-35 year olds like films such as Horrible Bosses or Bad Teacher did earlier this summer. We’re also heading into a Labor Day weekend next week which is notoriously bad for movie box office.

Still, I for one am looking forward to seeing the film. If you’ve seen the film or have a comment about the publicity, leave a comment below.

2 Responses to “‘Our Idiot Brother’ Makes One Final Push with Fake Controversy and Red-Band Trailer”

  1. Rod

    Considering the cast, the studio could have premiered this movie with a regular amount of publicity and it will still do good

  2. I saw the film and will have my review up soon.


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