I'm way past getting pissed at the inevitable movie-fast food marketing tie-ins; I usually don't even notice them anymore, mainly because I don't eat fast food. But here's something that's always irritated me about commercials which try to convince us that eating a particular hamburger is just another way to enjoy the latest big-budget flick: it's the use of the word "Celebration" in reference to both experiences.
"Celebrate the film Avatar by eating a Big Mac..." Huh? I'm not a stockholder of the film company that produced this flick, which is apparently going to clear a billion dollars at the Box Office by this time next Thursday. I'm not the Producer or Director, and what is being put on film is not my vision, carried from studio to studio for twenty years before the funding could finally be put together. I didn't even spend three years reading whatever geeky Sci-fi magazines were used to build up interest in the film. So what am I "Celebrating?" Can't I just go see the damn movie without "Celebrating" it?
Here's another thing- two guys sitting in a movie theater, staring at the screen. One of them says "Since when can Mountains float?" and seconds later gasps in amazement at the action on the screen. Um, since they started making movies, dumbass. I wonder if this guy asked aloud "since when can people hover in mid-air?" while viewing The Matrix.
Here's a woman telling her friends "I've been waiting for this for a long time!" Is she talking about the movie, or a Big Mac? Who knows? Who cares? Here's a guy opening the cardboard container and gazing at his Big Mac on a bus. Ever used a municipal bus system that permitted eating on board? Me neither. What's this got to do with Avatar? Absolutely NOTHING.
But here's the worst part- we jump from a shot of a guy digging his fingernails into his seat while watching the film to another guy digging his fingernails into a Big Mac-- and then we get a lovely close-up of the latter taking a big bite out of his sandwich, leaving a glob of Special Sauce on the side of his mouth- just lovely.
This kind of crap really turns me off from going to movies at all (this, and seeing clueless asshats four rows down get bored with the film and flip open their cell phones halfway through.) I don't celebrate the opportunity to drop ten bucks to see a movie. Seeing movies doesn't make me want to stuff greasy, artery-hardening junk into my mouth. And watching people equate movies with junk food doesn't inspire me to partake of either.
(BTW, what is in these Big Macs anyway, which creates hallucinations that scenes from Avatar are taking place all around the consumer? In one commercial, a guy actually thinks he's being chased by a monster from the film after taking a bite of his sandwich. Again- there's no logical connection between the film and the food- no matter how many times I see these commercials, I am not going to hallucinate that I'm in the film if I ever eat a Big Mac.)
Please, MacDonalds, stop trying to glom on to the latest Hollywood hit- I can't imagine anything that has less to do with a Big Mac than Avatar. Stop trying to convince me that the release oa any particular film is something to be "celebrated." And stop showing people behaving like clueless airheads whose lives revolve around movies and junk food.
And please, hand that disgusting idiot in the final shot a napkin. Yuck.