A24’s latest film “Civil War” is causing quite a stir with its new marketing campaign featuring epic posters that depict postapocalyptic scenes in major U.S. cities. However, there’s a catch – none of these scenes are actually in the movie. The images, which suggest war-torn destruction in iconic locations, have raised concerns among potential moviegoers who feel misled by the campaign.
The posters, which were created using artificial intelligence, have also faced backlash for their inaccuracies and uncanny valley weirdness. Some critics have pointed out geographic and landmark mistakes in the images, further fueling the controversy surrounding the use of AI in marketing.
Despite the controversy, “Civil War” has performed well at the box office, opening to a better-than-expected $25.7 million in its first weekend. The film, directed by Alex Garland, has attracted a diverse audience, with equal numbers of liberal and conservative moviegoers according to exit polling.
Ironically, Garland, known for his film “Ex Machina” which warned about the dangers of AI, now finds himself at the center of a debate over the use of AI-generated content in film marketing. As the controversy continues to unfold, “Civil War” remains a topic of discussion both online and in theaters.