Latest Columbia Pictures release gets thumbs up its own butt.

What can a film studio do to get around the fact that film critics hate their movies? Easy four step answer:

1. Get their advertising department to create a critic of their very own.

2. Have the fabricated critic gush and rave about the studio's films.

3. Use the gushes and raves in their press releases, print ads, posters and commercials in order to boost ticket sales.

4. Try not to get caught.

Well, when it came to Columbia Pictures (parent company Sony Pictures Entertainment), three out of four ain't bad. It's nasty.

Read about it here (Newsweek) or here (Reuters/iwon). Newsweek is credited with breaking the story.

Hmmm... I wonder if the person(s) responsible got fired or promoted?

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claymore Creative Director, copywriter and ad connoisseur that has been riding the wild surf of advertising in style, panache and grace for two decades.

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