Turning Shame Into an Asset

The Internet is abuzz by news that Sony has cancelled the theatrical release of the latest Rogen and Franco shitfest:

ony is canceling The Interview‘s planned theatrical release in response to all major US theater chains deciding not to show the film after attacks were threatened. “In light of the decision by the majority of our exhibitors not to show the film The Interview, we have decided not to move forward with the planned December 25 theatrical release,” Sony says in a statement, reprinted by Variety. “We respect and understand our partners’ decision and, of course, completely share their paramount interest in the safety of employees and theater-goers.”

Everybody has concluded that this is a very bad precedent. I believe that this is a very good marketing strategy. Let’s be honest, threats form the two groups that have opposed the release of this movie, hackers and North Korea, have never been taken seriously by anybody in the United States before. Hackers have traditionally been unable to inflict physical damage or pain and thus go mostly ignored and North Korea is the laughing stock of the entire world. So why would a major cinema chain suddenly back down when one of these groups makes a threat? Because it’s brilliant marketing.

There’s already plenty of people upset by this news. After all, capitulating with terrorism doesn’t set a good precedent. So people are going to demand that the movie be brought to theaters, if for not other reason than to not cooperate with terrorists. I predict that in the not too distant future Sony will reverse it’s decision due to “popular demand”. Every theater chain in the country will likewise reverse their decisions for the same reason. Then people will flock to see the “banned” movie. If I’m right it’s a goddamn brilliant strategy and would allow Sony to turn the shame of a major hack into an asset.

I’m sure some of you reading this probably think I’m joking. I’m not.