The marketing team for The Emoji Movie collectively deserves the “What We’re You Thinking?” Award of 2017, having unleashed a colossally dysfunctional tweet in advance of the film’s release this Friday. The entertainment industry understands horror sells, so when someone suggested a genre tie-in, it might have seemed a good idea in theory. Their choice for a reference, however, missed the mark by miles.
The Emojis are clearly designed to be benign characters that will appeal to a younger audience; there’s an innocence to these emotions personified that draws echoes of The Smurfs and Care Bears. A parody comparing The Emoji Movie to Hulu’s recent The Handmaid’s Tale, however, unnecessarily harkens sensitive, hot-button issues like rape, subjugation, and domestic abuse.
Related Article: 2-Minute Trailer Highlights Horror of Hulu’s “Handmaid’s Tale”
The Handmaid’s, who all wear the cloak and hood of the Emoji in the ad, are routinely subjected to beatings, ritualized/forced breeding, amputations, and even genital mutilations.
Responses to the tweet, which has since been removed, were (not surprisingly) apoplectic. Take a look at the unfortunate ad, followed by some of the choicest responses, below.
Oh you’ve got jokes on the subjugation, rape and societal betrayal of women! Can’t wait to take my kids!
Missed the mark on this one by a long shot. Are we supposed to think of that emoji in servitude, being raped and forced to have babies?
So does it make you happy to mock the suffering of women? just want to be clear.
Do Schindler’s List next.
Someone(s) in your marketing dept. should probably get written up and go on a performance improvement plan because of this nonsense.
To be clear, this is not an issue of censorship; we support The Emoji Movie’s right to be as offensive as producers want it to be. This case has more to do with a complete misunderstanding of the source material and their target audience. It’s a textbook example of bad advertising!
Hulu’s Handmaid’s Tale is based on the 1985 dystopian novel by Margaret Atwood. If you’re not familiar with it, check out the trailer and synopsis below. We didn’t cover the show much on Horror Freak News, but it will definitely appeal to a large percentage of our readership. Enjoy!
Official Synopsis: Based on the best-selling novel by Margaret Atwood, this series is set in Gilead, a totalitarian society in what used to be part of the United States. Gilead is ruled by a fundamentalist regime that treats women as property of the state, and is faced with environmental disasters and a plummeting birth rate. In a desperate attempt to repopulate a devastated world, the few remaining fertile women are forced into sexual servitude. One of these women, Offred, is determined to survive the terrifying world she lives in, and find the daughter that was taken from her.
What do you think about The Emoji Movie’s unfortunate ad campaign? Are you a fan of The Handmaid’s Tale on Hulu or Atwood’s novel? Sound off in the Comments section!