During the last few weeks, there has been a lot of criticism towards the marketing campaign McDonald’s has launched for the science-fiction movie AVATAR, especially as it pertains to their very popular Happy Meals.
With over 32,000 locations worldwide, the exposure of this campaign would be huge and also huge would be the budget allocated to said promotional period. McDonald’s believes that the movie will generate a lot of interest among a wide range of consumers, and that it would appeal to a variety of age groups ranging from 8 to 80. One thing that was not mentioned however, was how this would be perceived by parents with kids ages 0-8 years old.
Internet blogs, tweets and personal sites have been bombarding the web with negative comments about the fact that McDonald’s is giving away AVATAR movie toys in their happy meal. Some consumers feel that since his is a PG-13 movie that would automatically mean younger kids would not have access to watching the movie, unless accompanied by a parent or guardian.
A PG-13 grading was issued to this movie due to its intense epic battle sequences and warfare, sensuality, language and some smoking. Age grading in a movie is also extremely subjective and parents should be making those decisions by themselves. The movie as a whole targets the whole sci-fi phenomena, and I am sure lots of families will also choose to go out and see them as a group, as a family. Like it or not, the movie is getting a lot of attention, and so are the happy meal toys included with the kids meal.
Here is a trailer of the movie:
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