More Internet Troll Ad Campaigns

I’ve written previously about Paul Feig’s stupid marketing campaign for the Ghostbusters reboot, merging social justice nonsense with intentional efforts to annoy potential moviegoers. That effort bombed so badly that the film earned a $70 million loss, and resulted in Sony handing the keys to the franchise back to originator Ivan Reitman. (Subsequent coverage shows that there will be a new Ghostbusters franchise sequel made, with Jason Reitman at the helm, but with no ties to the Feig 2016 cast or plot lines.) The “get woke, go broke” mantra may be overdone, but it’s not entirely without some basis in fact.

This failure does not seem to have dissuaded would-be marketeers from following in Feig’s dubious footsteps, and so we have a couple new examples in late weeks:

• Disney has planned a live-action Little Mermaid reboot starring black actress Halle Bailey. The Washington Post ran a piece by Brooke Newman claiming there was some sort of backlash, based on the thinnest speculation. The only cite she gives is the hashtag #NotMyAriel, but the mentions there are exclusively virtue-signalers in favor of the casting.
• The latest Terminator franchise (they’re still making those?) has its own baffling anti-Internet-troll marketing blitz, because, wasn’t Sarah Connor supposed to be proof that a Kickass Female Character™️ can make box office bank without resorting to slagging on half their potential audience?

 Usually when an auteur starts a marketing campaign, it's for the widest possible audience. These seem aimed at only social justice warriors. Is this a recipe for success? It seems unlikely.