Anyone see that movie Idiocracy? Where Luke Wilson gets cryo-frozen and wakes up in a future where marketing has turned everyone into dolts, kind of like a reverse Flynn Effect?
Anyway, one of the film's funniest running gags involved an imaginary sports drink called Brawndo ("The Thirst Mutilator"), whose marketing campaign causes a famine because the idiots in charge have been watering the nation's crops with it. Why? "It's got electrolytes! It's what plants crave!"
Well now they're selling Brawndo for real. With the exact same hilariously idiotic, science-mutilating tag line.
Of course, I don't think this will send us down a slippery slope like the one envisioned in the film. The film was a mainstream box office dud, mainly appealing as a cult rental to young geeky males... who, according to the real-life marketing materials, comprise exactly the demographic that real Brawndo is targeting. But the meta-ness here is interesting, and kind of head-spinning.
In the movie, Brawndo gains mass market share by leveraging everyday Joe's ignorance about electrolytes. In reality, Brawndo gains niche market share (mass markets are so passe) by leveraging the ironically appealing idea of everyday Joe's ignorance about electrolytes [viz. Idiocracy]. But in the end, geeks who actually do know better are still drinking this crap. Does it matter if they're in on the joke?
And in case that isn't enough Moebius-like-referential pop-culture-as-reality mocketing contortionism, note this little logo on the bottom of the Brawndo page:
Are you thinking what I'm thinking? [head explodes]
[via kottke]
Comments
Christopher Mims
says:
This post totally rescued my day from the toilet bowl.
December 5, 2007 2:25 PM
kuze says:
A box office dud? It was never given the chance.
From Wikipedia:
Release Issues.
As of February 2005 the film's scheduled release date was August 5, 2005, according to Mike Judge.[5] In April 2006, a release date was set for September 1, 2006. In August, numerous articles[6] revealed that release was to be put on hold indefinitely. Idiocracy was released as scheduled but only in seven cities (Los Angeles, Atlanta, Toronto, Chicago, Dallas, Houston and Mike Judge's hometown, Austin), and expanded to only 125 theaters, not the usual wide release of 2500-3000 theaters. According to the Austin American-Statesman[7], 20th Century Fox, the film's distributor, did nothing to promote the movie — while posters were released to theatres, no movie trailers, television ads, or press kits for media outlets were provided. The film was not screened for critics.[8] Lack of concrete information from 20th Century Fox led to speculation that Fox may have actively tried to keep the film from being seen by a large audience, while fulfilling a contractual obligation for theatrical release prior to a DVD release, according to Ryan Pearson of AP.[9] In the New York Times Dan Mitchell argued that Fox might be shying away from a cautionary tale about low-intelligence dysgenics.[10] John Patterson of The Guardian suggests it is a result of the film's anti-corporate message, noting that in the film Starbucks now delivers handjobs, and the motto of Carl's Jr. has devolved from "Don't Bother Me. I'm Eating." to "Fuck You! I'm Eating!"[11] Also in the film, a Carl's Jr. vending machine cheats a customer, Fuddruckers' name gradually morphs into "Buttfuckers", the fictional Brawndo corporation buys the F.D.A. and the F.C.C, and the Fox News Channel is depicted in unflattering newscasts (20th Century Fox, which distributed the film, and the Fox News Channel are both owned by the Rupert Murdoch-controlled News Corporation).
Reception
Despite a seasoned cast, a script by award-winning writers Judge and Cohen, and extensive use of CGI special effects, the film was not made available for preview by critics, its much-delayed release received no publicity, and it was finally distributed to only 130 screens.
Despite these troubles, the film received generally favorable reviews by critics. It received a 68% "fresh" rating on Rotten Tomatoes[12] (though it was only reviewed by 34 critics as of September 2007). Praise focused on concept, casting, and humor; the worst of the criticism was directed at the film's release issues, and some special effects and pacing problems.
As with Judge's Office Space, Idiocracy also gained many outspoken fans within the blogosphere, particularly among those bloggers who feel themselves to be on the outside of America's current corporate pop-culture[13].
Box office receipts totaled $444,093 in 135 theaters in the U.S.[14]
Releases.
The movie was released on DVD on January 9, 2007 with fullframe and widescreen aspect ratios, deleted scenes, English and Spanish spoken language tracks, and subtitles in English, Spanish, and French. There is speculation that this version is missing several key scenes after being re-edited by FOX. So far the DVD release has earned $9 million, over 20 times the limited theatrical release. [15] On September 1, 2007 the film opened for cable and satellite viewers on the Cinemax premium channel.
December 9, 2007 4:57 PM
John Pavlus
says:
It's true, the studio totally smothered Idiocracy in the crib. Thanks for the added background context.
December 10, 2007 11:34 AM
Scorpio says:
FOX burried the movie because corporate sponsors recognized that Idiocracy hit too close to home, a bull's eye actually. I loved the movie because it aptly demonstrates to the "average joe" (like me) how multi-billion dollar conglomerates are destroying the planet and humanity. FOX was "persuaded" by advertisers to kill Idiocracy dead. TV, motion pictures, Internet, magazines and newspapers all profit from advertising, right? Well, the advertisers didn't like idiocracy one bit. Q - How many products are made by corporations with a real social concience? A - None, because corporations dont have a conscience, much less a social conscience.
It's all about the bottom line baby! Idiocracy wasn't just a movie, it was a revelation.
p.s. I do plan on at least trying Brawndo, does that make me a hypocryte?
December 30, 2007 4:08 PM
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