Italian 12 Years A Slave promoters criticised for over-promoting white actors on movie posters
Marketing material for the Steve McQueen film heralds the roles of Brad Pitt and Michael Fassbender ahead of the main character Chiwetel Ejiofor
Hollywood studio Lionsgate has vowed to recall “unauthorised” Italian cinema posters for the Oscar-tipped drama 12 Years A Slave, after they were criticised for promoting the film’s white stars ahead of its black protagonist.
Marketing material for the Steve McQueen film heralds the roles of Brad Pitt and Michael Fassbender ahead of the main character Chiwetel Ejiofor.
Pitt was a producer on the Hollywood studio Lionsgate film, but plays only a small part as a good-hearted Canadian labourer. But Ejiofor appears in almost every frame of the movie about the real historical figure Solomon Northup, a free black man from 1840s New York, who is kidnapped and sold into slavery.
A spokesman for Lionsgate, whose Summit label is handling the film overseas, told Variety: “The 12 Years a Slave theatrical posters featuring Brad Pitt and Michael Fassbender that were recently released in Italy were unauthorized and were not approved by any of the producers or licensors of the film. Summit Entertainment, acting as exclusive sales agent for the licensors, is investigating and taking immediate action to stop the distribution of any unauthorized posters and to have those posters currently in the marketplace recalled.”
The Tumblr blog Carefree Black Girl drew attention to the poster on Sunday (22 December). “I’ve been following the press for months and I can’t wait to watch it but REALLY? I don’t remember Brad Pitt being the protagonist of the film or having such a pivotal role in the story to stay in the middle of the poster…
“I sure don’t know anything about marketing strategy to appeal audiences but isn’t this going to [sic] far?”
There’s revolution in the air, but one lady’s not for turningTV
Robin Thicke admits he didn't write 'Blurred Lines'music
Arts & Ents blogs
- 1 Rihanna 'nude photos' claims emerge on 4Chan as hacking scandal continues
- 2 Hilary Mantel 'should be investigated by police' over Margaret Thatcher assassination story, says Lord Bell
- 4 Kim Kardashian 'nude photos' leaked on 4chan weeks after Jennifer Lawrence scandal
- 5 Scotland could still declare independence – even without referendum, says Alex Salmond
Friends 20th anniversary: The highs and lows of the cast's careers since TV series ended in 2004
Downton Abbey series 5, episode 1, ITV, review: There’s revolution in the air, but one lady’s not for turning
Friends 20th anniversary: Six things we wouldn't have without influential comedy series
New Tricks: Dennis Waterman to leave drama after a decade of crime-solving
Free U2 album: How the most generous giveaway in music history turned PR disaster
Scottish independence referendum: A nation divided against itself
Scotland could still declare independence – even without referendum, says Alex Salmond
Scottish referendum results: Cross-party consensus collapses amid Tory-Labour spat on the 'English question'
Scottish independence: David Cameron is becoming the 'George Bush of Britain'
Hilary Mantel 'should be investigated by police' over Margaret Thatcher assassination story, says Lord Bell
Plebgate MP Andrew Mitchell called officer a 'little s**t', claim court documents 'exposing ex-Chief Whip's 'record of abusing police'