And your trending topics looked like this (via @Chaplin_in_Hell):
Frankly, just about any scheduled message or sponsored tweet looked troublingly out of place during last night’s Dispatches from a Police State. But even sifting the words “Let’s Be Cops!” into this urban nightmare is stunningly tone-deaf move by Fox’s promo people, who were clearly asleep at the switch. The movie itself, as I wrote yesterday, has its own set of problems; add in the considerable baggage moviegoers will carry into the theater, and scenes of our heroes gleefully harassing pedestrians and joyriding towards fleeing kids take on far more weight than such a throwaway picture can even begin to sustain.
Look, Fox knows they’ve got a turkey on their hands; that’s why they buried Let’s Be Cops in a terrible August slot and declined to screen it for critics, relying instead on TV spots that, no fucking kidding, quote random Twitter users who want to see it. They’ve put their full faith in social media on this one (they’re even offering TV exposure to enthusiastic Twit-crits), and that’s a strategy that they’re surely hard-pressed to abandon.
But they’ve gotta do it. Movies die on the vine due to circumstances beyond their control all the time, and nobody’s gonna go broke if Let’s Be Cops loses some money (and it might not even do that—it’s budget is reportedly less than $20 million, a pretty easy return). By continuing to push the movie as they are and where they are, Fox is sliming the entire production. Maybe the day will come when we can again chuckle along with lightweight entertainment about wacky cops and the desperate need for power and respect that drives the most disturbed among them. But today is not that day.