We always kind of knew that the only reason the MTV Movie Awards existed every June, was to give studios a chance to promote their summer releases on the youth-oriented network. This year, though, MTV is being even more shameless about it by creating a category called “Best Summer Movie You Haven’t Seen Yet.” Audiences pick their favorite film (or film marketing campaign, I guess) from a rather small list of nominees: Rush Hour 3, Hairspray, Fantastic Four: The Rise of Silver Surfer, Evan Almighty, Transformers, and Harry Potter & the Order of the Phoenix. That’s it. Six movies pegged as the films of summer 2007. (Spider-Man 3 is presumably not on there because it will be in theaters for almost a month by the time of the awards.)
I take it someone at MTV realized that the one pesky element in the way of even more marketing dollars was the fact that the whole “Movie Awards facade” results in airtime dedicated to films already in theaters. So, why not prime the pump with a bogus category that seems: 1. Totally arbitrary, and 2. In no way at all based on merit of filmmaking (at least the “Best Kiss” category requires some craftsmanship). Plus, with only six nominees, there are a lot of films lost in the shuffle. So, I ask you, what film are you most looking forward to this summer? If it’s one of the aforementioned nominees, that’s great, but I would love to know what titles MTV is truly missing. Tell me.