American film poster becomes all white affair in UK
November 19, 2009
A U.S. film poster featuring a black couple has had the pair removed on posters for the same film in the U.K. causing widespread condemnation. Universal, the studio behind the film ‘Couples Retreat’ removed two of the films black stars, Kali Hawk and Faizon Love leaving an all white line up in the U.K. version of the commercial for the comedy.
Media Watch founder, Ann Simonton has pointed out that the difference in the two posters was worrying because it seemed to suggest that the British market was a racist one. She went on to say that marketing relies on keeping people as ignorant as possible. She said that it was also important that when advertisers behave in such a way they should be made to explain themselves.
A spokesman for Universal has said that the pair were removed to make the poster simpler for the international market to understand by leaving only immediately recognizable actors featured on the poster.
Film critic at the Daily Mail, Jason Solomons says that it is unfortunate that in the U.K. black cinema audiences are not really catered for. He said that it was remarkable therefore that when Universal featured two black people so prominently in one of its films the fact was not capitalized on rather that hidden away.
Universal have said that they didn’t set out to cause any offence and would now roll out the original U.S. version of the films poster to other countries where the film will be playing.
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