''Collateral Damage'''s marketing changes post-9/11
''Collateral Damage'''s site changes post-9/11. Arnold Schwarzenegger's newest action flick tones down online
A videotaped message from a terrorist in hiding. A statement of resolve from the secretary of state. ”Wanted” posters issued by the FBI. Sound familiar? For the marketing team at Warner Bros., it all sounded too familiar. These elements were part of the official site for Arnold Schwarzenegger’s new action flick, (”Collateral Damage”), which opens with a deadly explosion amid L.A.’s skyscrapers. When, in the wake of the Sept. 11 tragedy, the studio plucked the movie from the fall release schedule, it also pulled the plug on an inventive site that boasted a menagerie of news clips and terrorist-tracking games. ”It just seemed appropriate that the imagery and content be toned down,” says Don Buckley, who oversees the studio’s interactive marketing. The site is back up (and the movie is scheduled for a Feb. 8 release), but gone are a digital reenactment of the attack and ”Wolf Hunt,” where visitors use a simulated satellite camera to scan South American jungles for terrorist training camps. Unlike one of Ahnuld’s other heroes, there are certain things that won’t be back.