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Raindance Festival Ad Under Fire

Raindance Festival Ad Under Fire

A seemingly harmless trailer for the annual Raindance Film Festival in London, has been banned in some UK venues by the Cinema Advertising Association. Cinema Whatever reports that the festival, which runs September 30 to October 11 this year, submitted the ad to be screened in theaters but it was rejected because it brings “advertising into disrepute.” You can watch the trailer on the Raindance site, and Cinema Whatever details more of the association’s response to the video:

The letter states that the Copy Panel was “unable to give approval for cinema exhibition as it believes it to be in breach of the British Codes of Advertising, Sales Promotion and Direct Marketing (the CAP Code). The Panel found this commercial to be in breach of CAP Codes 5.1 (Decency) and 9.1 (Fear and distress) to a degree that could constitute a breach of CAP Code (2.4) which states that no marketing communication should bring advertising into disrepute.”

The letter then goes on to explain how the promo breaches the above codes in a sensible manner, before plunging into urban legend territory by playing the “snuff film” card: “The offensiveness and shock is intensified by the fact that the individual appears to commit suicide for a film crew to record, and the crew is seen to express self-congratulation on a successful ‘take’. this renders the entire piece reminiscent of the apocryphal ’snuff movie’.”

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