A coworker friend of mine had a number of free passes for a sneak preview of "Hitch," the new Will Smith vehicle. Not a damn soul took her up on it. There is a theory that goes something like: any film whose poster shows nothing about the film's content and overuses its star's image (the actor's picture replacing one of the title's letters is always a dead giveaway) is best left undisturbed. The billboards and subway posters for this film are inescapable in New York City. For sheer ubiquitousness, these posters make the campaign for 1998's "Godzilla" seem downright modest by comparison (I still have nightmares about the ad-drenched buses). The problem here is neither the film nor its star, but a totally ridiculous Hollywood-machine lacking in ANYTHING to say, even on the promotional campaign, which should tell the public to stay away in droves.
And I'm only talking about the poster here. Imagine how bad the film must be.
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