Sony Pictures apologizes for sidewalk graffiti ads for 'Angels & Demons'

Has Sony Pictures defaced public property by spray-painting stencil ads of its new movie "Angels & Demons" on the sidewalks of L.A. and Hollywood?

Yes -- but it's only temporary. 

As part of its marketing campaign to lure potential moviegoers to director Ron Howard's new "Da Vinci Code" follow-up film starring Tom Hanks, Sony hired an outside marketing firm to graffiti the film's title on the sidewalks of Los Angeles.

Although such graffiti-like ads aren't new to Hollywood's movie marketers, not everyone thinks it's cool.

"Marketers will do anything in this country to get your attention even if it's obnoxious and disrespectful," says Paul Lopez, a 28-year-old freelance writer and musician who came across one of the stenciled ads on Wilshire Boulevard in the Miracle Mile district of L.A.

"This is marketing at its very lowest," added Lopez, who said he once worked in marketing (but not in Hollywood). "The idea is to make money at any cost."

Well, we have some good news for Lopez or anyone else who might have been offended by the ads.

Sony says the outside agency it hired to do the handiwork used biodegradable chalk that is "completely removable." Not only that, the studio also says it instructed the vendor to "clean any locations where remnants of the chalk still exist."

And, Paul, Sony wants to assure you that it's taking your concerns to heart and is offering both an apology and a promise that it won't tag again for the sake of hawking its movies.

"We regret any misunderstanding this may have caused and this activity will not occur in the future in connection with the release of any of our motion pictures," Sony spokesman Steve Elzer said in a  statement sent to The Times.

Elzer wouldn't say how many sidewalk ads Sony had painted and whether they appeared in any other city.

Lopez says that though he feels better knowing the graffiti can be washed away, he still resents "being bombarded" with ads under his feet.

"It makes me not want to see the movie," Lopez said.

Too bad. Sony could use his business. The movie to date in the U.S. has sold only about $60 million in tickets during its first week. The movie is doing better overseas, where it grossed more than $100 million on its opening weekend, but is still trailing significantly behind its predecessor.

-- Claudia Eller

Comments

[Paul]

Here's a response to Sony: Let's all boycott the movie "Angels and Demons." After they have defaced our neighborhoods, the last thing we should do is give them any of our money. And that also goes for other companies that vandalize our communities with "guerilla marketing," which is just another term for disrespecting the neighborhoods that many of us have worked hard to improve.

[Angel's Breath]

Agree with you Paul. This is way too much, there is a distinction between advertising and creating lots of visual pollution and bombarding the audience. Was it not enough to bombard the audience with whining that the Vatican didn't allow to film there? I am glad they didn't seeing such agresive attempts to make money. To say, I am tired of hearing of Angles and Demons again, and yes, I will skip this movie. Advertisement and media coverage overload, to be brief.

[MikePost]

I saw the movie the other day and it's better than DVC, Hanks looks better, it moves faster and has a more coherent plot line, the interiors of Vatican are fascinating and the shots of the cardinals voting process are interesting. I wouldn't let a few misplaced washable chalk marks on some sidewalks of LA prevent you from an enjoyable movie experience. BTW I saw this movie in Brazil.

[Dirk]

Sony always seems to do something shady when marketing a movie. Remember the fake movie critic they conjured up?

[Meredith Wright]

What a stupid marketing company - since everyone knows that "Nobody Walks In L.A." why would they put the stuff where someone must be walking in order to see it?

[Angel's Breath]

Meredith, actually where they stenciled those adds people walk. Visual pollution. Mike, thank you for comparison with DVC. I think I will see this movie after all, Angels and Demons, on DVD, not now. Because such advertising is indeed "obnoxious and disrespectful." I don't like to obvious manipulating games which are used in some advertisements. Too pushy.

[Jonny]

It was a fun movie, really frenetic, like a never ending chase scene.

Hanks' face is somehow frozen looking though. Not exactly botoxed, but frozen into wrinkles.

[romeo s from pasadena ca]

Let's go to Brian Grazer's neighborhood, Ron Howard's executive producer, and TAG his driveway & sidewalk.