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?”
BBC Trust agrees to axe channel from TV in favour of digital moveTV
Final Top Gear reviewTV
FestivalsFive ways to avoid the portable toilets
Jurassic WorldThe results are completely brilliant
Arts & Ents blogs
- 1 Tunisia hotel attack: Locals form 'human shield' to protect hotel from gunman Seifeddine Rezgui
- 2 David Cameron refers to 83-year-old Labour MP Dennis Skinner as 'Jurassic Park'
- 3 Alton Towers Air breaks down: 80 people stuck on broken down Monorail during heatwave
- 4 German ethics council calls for incest between siblings to be legalised by Government
- 5 Alwaleed bin Talal: Saudi Prince to donate entire $32bn fortune to charity
The Rolling Stones announce biggest ever touring rock exhibition with Saatchi Gallery
Game of Thrones season 6: Daenerys actress Emilia Clarke says '50/50 chance' Jon Snow is alive
'Dukes of Hazzard' pulled from screens by CBS as outcry over Confederate flag grows
Game of Thrones season 6: Release date, plots and dragons - everything we know so far
Glastonbury 2015: The Who mock Kanye West - 'who's the biggest rock star in the world?'
The moment a Queen's Guard soldier lost it and drew his gun at annoying tourist
Greece crisis: IMF was pushed around by Angela Merkel and Nicholas Sarkozy – and now it is being humiliated
Greece crisis: The wider lesson is that it’s time to abandon this failed experiment in currencies
'I wish the BBC would stop calling it Islamic State' – David Cameron unleashes frustration at broadcaster
Girl, 7, stares down hate preacher at Ohio festival with pro-LGBT rainbow flag gesture
They are neither a 'state' nor 'Islamic': Why we shouldn't call them Isis, Isil or IS