Valentine’s Day is coming! And with it the usual traditions that include an outrageous price hike in roses, an outrageous price hike in restaurant dining, and the well-timed rom-com. The role of the latter belongs to a flick to be released on Feb. 12, “Valentine’s Day.” (What a clever title, eh?)
However, from the posters and trailers for the film it is hard to know that the infamous “McSteamy” is in the film. Eric Dane’s name appears on the movie posters, but, unlike the rest of the cast, his face is not present on the actor-compiled heart. In the trailers for the film Dane is not shown in any of the scenes extracted from the movie, he is just shown alongside his name. So what is Dane’s role? Narrator?
Nope. In reality Dane is a victim of advertisement editing that eliminates the trace of homosexual relationships in a film, even though they are central to the storyline. In other words, the film’s advertisements have been “de-gayed.” (And yes that means that Dane’s character is shacking up with another one of the male desirables in the film.)
In “Valentine’s Day,” Dane plays Bradley Cooper’s closeted football-player boyfriend. Would learning this info from the trailers and posters for the film have made you more or less interested in seeing it?
Unfortunately, regardless of your reaction, those in charge of marketing have already decided for you. Instead of playing on the publicity of a dreamy Cooper and Dane partnership – “Brokeback Mountain,” anyone?, the advertisers of the film have decided to disguise it.
Most of the folks running promotion, distribution, marketing for the wonderful world of American mass media haven’t made it past Chickenshit 101, yet. They should be in Congress.