They say in space, no one can hear you scream. But I’m in New Jersey and I’m screaming about this LAME MOVIE TIE-IN!!!
It appears that Ridley Scott’s Alien prequel wandered into the lair of Coors Light, which mercilessly attached itself to the movie’s face and inserted its egg laying tube down poor Prometheus’s throat. How else can one explain the odd pairing of these two very different creatures? The only answer is predatory face rape.
Oh, wait. Money. it might be money.
[google, google, google...a-ha!]
Money it is. It turns out that Coors has ponied up around $10,000,000 in ad buys for the opportunity to tie its watery self to this buzzworthy summer film. The draw for the beer maker is that Prometheus is a big summer movie with an R rating, just the kind of host Coors Light has been curled up in its little egg dreaming about.
R rated movies have become more rare in recent years, as a PG-13 rating opens a film up to a larger audience and a greater box office draw. Because a large part of a PG-13 film’s audience is underage, Coors couldn’t risk the backlash of peddling their wares with such films. On the flip side, films with an R rating draw smaller audiences and therefore aren’t worth the Silver Bullet’s time. Prometheus threads the macrobeer marketing needle by being a huge summer movie AND having an R rating.
But just because they can, doesn’t mean they should. This pairing makes no sense. Watch the commercial below and you’ll see what I mean. There’s no logical connection between Coors and this Sci-fi screamer, just a spinning can and shots of space. It’s like Smith & Wesson doing a product tie in with The Wiggles. WTF?
Thankfully, Coors Light doesn’t appear in the film, which I suspect is because even Ridley Scott knows Coors will be long gone by 2093, the year in which the film is set. Sam Adams might still be around, but I doubt they’ll be selling their beers in cans by then…