It’s the kind of sneaky grassroots marketing that would make the Blair Witch guys smile. Since February, Twentieth Century Fox has been waging an extensive campaign — including a website, a TV spot (airing late at night, mostly in New York City, L.A., and Washington, D.C.), bumper stickers, and buttons — to rally the populace behind Sen. Robert Kelly and his anti-mutant legislation. The catch? Kelly is the fictional right-winger trying to thwart the mutant superheroes in July’s X-Men movie. ”We got the ball rolling,” says Jeffrey Godsick, a top Fox publicist, ”and fans have decided to give it a life of its own.” Indeed, X-Meners toting pro-Kelly placards recently showed up at the Today show. More pranks are planned May 30 in Chicago outside the Daley Center municipal building and at a Pennsylvania Reform Party meeting in June. What’s next, Mutant Day at Wrigley Field?
Posted June 2 2000 — 12:00 AM EDT
- Carly Rae Jepsen, Kanye West, and Wale just kickstarted 2015's Song of Summer debate
- Elizabeth Henstridge talks 'Agents of S.H.I.E.L.D.' while playing 'Mario Kart'
- Julie Mintz unveils the strings-drenched, Moby-produced ballad 'Till She Disappears' -- exclusive
- Watch the short film that inspired Oscar winner Whiplash
- Netflix nabs Cary Fukunaga's 'Beasts of No Nation'
- Fox casts'True Blood' star Rob Kazinsky as Frankenstein monster
- Urban Cone teams up with Tove Lo for 'Come Back to Me' -- exclusive