This from the press release:
NEW YORK, March 27, 2012 /PRNewswire/ -- The MPAA's decision to give the highly-anticipated documentary film "Bully" (in select theaters March 30, 2012) an R rating sparked a national movement with support from major film stars, legal counsel, students, theater owners, Members of Congress, activists, journalists and corporations. Beginning March 27th, a number of publications will donate prime advertising space to "Bully," lending their valued real estate to the cause. These pro bono advertisements, lasting until April 15th, will exceed 100 million impressions.
Social Vibe, AOL, Entertainment Weekly, Fandango, HitFix, The Huffington Post, IMDb, Maker Studios, Mediaite, Movie Tickets, MSN, New York Magazine, Rotten Tomatoes, Queerty, SocialTyze, Vulture, and WeeWorld and have all signed on to volunteer advertising space promoting the film and its social action campaign.
"As the leader in engagement marketing, SocialVibe is proud to provide free media to draw attention to Bully," said Alex Van Camp of SocialVibe. "SocialVibe's engagement model creates a meaningful impact, and we hope that positive actions to stop bullying will result from this film."
"The outpouring of support for this film is unlike anything I have seen before," said Bladimiar Norman, Senior Vice President of Marketing at The Weinstein Company. "'Bully' and the social action campaign, The Bully Project, are very personal to The Weinstein Company and I am incredibly honored by the generosity of these websites. We faced challenges from the MPAA to restrict the audience of a documentary that has the ability to change lives. These influential sites will help to promote this film simply because they know the urgency of the issue and, like us, they care deeply about the lives impacted by bullying."
Obviously, the material has struck a nerve. However, you can't help wonder how hot this doc would be if it had eased into a PG-13 rating in the first place.
Way to go Harvey. Hats off. Brilliant campaign.
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