Let’s be popular
Let’s be popular

Columbia Tri-Star, branch of Sony Picture Entertainment, was affected by the little success of the movies it produced. How were they supposed to push the American audience to cinema halls? This was not too complicated a problem for Sony Advertising Department… A fake cinema critic, David Manning, journalist for small (real) newspapers, the Connecticut-based Ridgefield Press, would inundate the press with enthusiastic articles on Columbia movies. Unfortunately, another journalist, John Horn, at that time investigating for Newsweek cinema firms’ marketing strategies, smelt out the secret. Americans were soon informed. A few people, revolted by such strategy, founded a commission, Citizens for Truth in Movie Advertising, to prosecute Sony. Understanding that the commission was likely to win the trial, the firm preferred to pass an agreement - five dollars to be reimbursed to every spectator who went to see one of these movies on the recommendation of David Manning.