A page from Sony's "2012" website about the IHC.
The commercialization of The End of the World is starting to heat up. Beginning this fall, I’m certain our television viewing will be peppered with graphic representations of tsunamis, earthquakes, colliding planets and all sort of apocalyptic scenarios ~ all courtesy of Sony Pictures.
There’ll simply be no excuse for not being aware that we all have only three more years to live.
Sony’s big movie “2012” ~ ostensibly about a researcher leading people in a battle against such events, directed by Roland Emmerich and starring John Cusack ~ is due out November 13.
Taking a lead from the ABC hit series “Lost,” Sony’s “2012” website features a fictitious scholarly organization called the Institute for Human Continuity (IHC), complete with mission statement, press releases, and made-up history.
“The Institute for Human Continuity is dedicated to scientific research and public preparedness. After more than two decades of rigorous research from the world’s top astronomers, mathematicians, geologists, physicists, anthropologists, engineers, futurists … we know in 2012 a series of cataclysmic forces will wreak havoc on our planet. The IHC has developed a number of initiatives to prepare the world for this inevitability.”
These “initiatives” include a lottery to win a place in an apocalypse-proof bunker or something of that sort.
As an offshoot of the movie's promotion, Woody Harrelson, one of the actors in “2012,” is starring in a series of of YouTube videos as Charlie Frost, commenting on the end of the world. According to the Great Ads blog: “The promo video was released on YouTube and had over a million views in just the first day ~ now that’s how you create a buzz, friends.”
Here’s one of my favorite Charlie Frost videos so far …