Lionsgate Recalls "Megalopolis" Trailer After Backlash Over Fake Critic Quotes

The Controversial Marketing Misstep That Sparked A Swift Response

The recent release of the trailer for Francis Ford Coppola’s much-anticipated film Megalopolis has generated significant controversy, leading to its swift removal by distributor Lionsgate. The trailer, which debuted online on the morning of August 21, 2024, was pulled just hours later after it was discovered that it contained fabricated quotes attributed to prominent film critics.

The Controversial Trailer

The issue arose from the first 30 seconds of the trailer, which featured a series of quotes supposedly from renowned film critics such as Pauline Kael, Roger Ebert, and Rex Reed. These quotes appeared to suggest that these critics had harshly reviewed Coppola’s earlier masterpieces like The Godfather, Apocalypse Now, and Bram Stoker’s Dracula. The intent behind this misleading presentation seemed to be to position Megalopolis as another work by Coppola that, like his earlier films, would be misunderstood at release but eventually recognized as a masterpiece.

However, the backlash was swift. Film enthusiasts, critics, and industry insiders quickly pointed out that the quotes were not only taken out of context but, in most cases, entirely fabricated. None of the phrases attributed to these critics could be found in their actual reviews of the films mentioned. The controversy intensified when it was revealed that the only accurate quote—Roger Ebert's "a triumph of style over substance"—was misattributed. Ebert had indeed used this phrase, but it was in reference to Tim Burton’s Batman, not Coppola’s Dracula.

Lionsgate’s Apology and Response

Recognizing the gravity of the error, Lionsgate acted quickly to pull the trailer and issued a public apology. In a statement, the studio expressed regret for the mistake, saying:

"Lionsgate is immediately recalling our trailer for ‘Megalopolis’. We offer our sincere apologies to the critics involved and to Francis Ford Coppola and American Zoetrope for this inexcusable error in our vetting process. We screwed up. We are sorry."

The statement emphasized that the error was unintentional and that the studio had failed to properly vet the content of the trailer before its release.

Reactions from the Critic Community

The reaction from the film critic community was equally strong. Owen Gleiberman, one of the critics falsely quoted in the trailer, spoke out against the misuse of his words. In the trailer, Gleiberman is credited with calling Coppola’s Dracula adaptation a “beautiful mess”—a phrase he admits he never used. In a statement to Variety, Gleiberman remarked:

"Even if you’re one of those people who don’t like critics, we hardly deserve to have words put in our mouths. Then again, the trivial scandal of all this is that the whole ‘Megalopolis’ trailer is built on a false narrative. Critics loved ‘The Godfather.’ And though ‘Apocalypse Now’ was divisive, it received a lot of crucial critical support. As far as me calling ‘Bram Stoker’s Dracula’ ‘a beautiful mess,’ I only wish I’d said that! Regarding that film, it now sounds kind."

Gleiberman’s comments highlight the broader issue at play—the deliberate misrepresentation of critical opinion to serve a marketing narrative. Critics play a vital role in shaping public discourse around films, and misquoting them undermines their credibility and the trust audiences place in their reviews.

The Road Ahead for "Megalopolis"

Despite the controversy, Megalopolis remains one of the most anticipated films of the year. Set to hit U.S. cinemas on September 27, 2024, the film has already garnered mixed reviews, with some praising its ambitious vision while others remain divided on its execution. The trailer debacle adds another layer of complexity to the film’s release, raising questions about the ethics of marketing practices in the film industry.

As Megalopolis approaches its release date, the incident serves as a cautionary tale for studios and marketers alike—honesty and transparency are paramount, especially when dealing with the legacy of one of cinema’s greatest directors.

Conclusion

The Megalopolis trailer controversy has been a stark reminder of the importance of authenticity in film marketing. While the intention may have been to craft a compelling narrative around the film, the result was a damaging breach of trust with critics and audiences alike. As the film’s release date nears, it remains to be seen how this incident will impact its reception. For now, Lionsgate’s swift response and apology may help to mitigate some of the damage, but the lesson learned is clear: integrity in marketing is as crucial as the artistry of the film itself.

UPDATE:

According to Variety, Lionsgate has severed its relationship with Eddie Egan, a seasoned marketing consultant, following a recent scandal involving fabricated quotes. The phony quotes are believed to have been generated by an AI chatbot, such as ChatGPT. To explore this further, Variety asked ChatGPT to produce negative review quotes for Francis Ford Coppola's iconic films, "The Godfather" and "Apocalypse Now." The results were alarmingly similar to the fabricated quotes used in the controversial trailer. Additionally, Puck’s Matt Belloni confirmed that Lionsgate has indeed cut ties with Egan.

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Source: Dark Horizons

Photo Credit: Youtube/Francis Ford Coppola