March of the Inconvenient Truth

I don't understand why movie distributors are continually changing ad campaigns. Is this the latest rage in advertising strategy? A new ad every week to attract viewers who disregarded the initial blitz? Or does the rotating door of ads indicate a misstep in how to sell the flick? "An Inconvenient Truth," a documentary on global warming that features Al Gore as guide, is the latest movie with a new print ad. The original ad featured an ominous swirl of smoke issuing out of a stack. The tag line: "A Global Warning." Well, that ad was pulled and was replaced with one of cute little penguins parading across a desert. This time the tag line is: "We're all on thin ice." Are the producers trying to cash in on the imagery from the blockbuster "The March of the Penguins"? Perhaps the smokestack was too scary and penguins are much more audience-friendly. Who knows. One thing I know is that Al Gore's mug is certainly not going to be featured in the next ad campaign.