Marvel faces Anzac Day boycott for Avengers film

CINEMAS are facing a major backlash from veterans groups and the government for releasing the new Avengers movie Infinity War a day early to cash-in on Anzac Day.

CINEMAS are facing a major backlash from veterans groups furious that they are releasing the new Avengers movie Infinity War a day early to cash-in on Anzac Day.

Veterans say movie distributor Disney and cinemas have seriously misjudged the mood of the Australian public by screening the movie on a day set aside to commemorate those “who served and died in all wars, conflicts and peacekeeping operations.”

Avengers: Infinity War stars Aussie Chris Hemsworth as Thor and has screenings listed at Event Cinemas across NSW starting from 10am on Anzac Day — three hours before shops and pubs can open their doors.

Don’t mention the war. Marvel’s Avengers: Infinity War is being released on Anzac Day. Picture: Chuck Zlotnick/Marvel Studios

OPINION : Why Infinity War should not be released on Anzac Day

The release angered Today host Karl Stefanovic, who called the release a “cash grab”.

He said movies traditionally launch on a Thursday.

“Well, Event Cinemas bringing the release a day early smacks, to me, of a grubby cash grab. Well, grab your cash somewhere else, exploit another day,” he said.

“Not on what I believe is the most important day on our nation’s calendar. How on earth are our kids supposed to breathe in the significance of Anzac Day, the sacrifices, the great sacrifices, the impact on our nation, on our families?

Event Cinemas session times for Avengers: Infinity War

“Pretty hard to do with a $25 popcorn and choc-top, I would have thought. I don’t think so.”

Stefanovic called for a boycott of the film on the Wednesday launch.

“It is on parents, take your kids to the Dawn Service, take them to the War Memorial in Canberra, take them to your local Cenotaph, look at the names.

“The Diggers who died, Diggers not much older than them. For who? For us. I might be a wowzer, but please keep this day sacred.

Doctor Strange (played by Benedict Cumberbatch), Iron Man (Robert Downey Jr), Bruce Banner (Mark Ruffalo) and Wong (Benedict Wong) Photo: Chuck Zlotnick/Marvel Studios 2018

“I love Thor, but let’s remember and respect what Anzac Day is really for.”

Neil James, executive director of the Australia Defence Association, said: “It is in bad taste to exploit the public holiday in this way.” Cinemas are exempt from the trading restrictions but are generally expected to respect the 1pm curfew.

Minister for Veterans Affairs David Elliott said: “Anzac Day is not a commercial or entertainment opportunity. It is a day of commemoration.’’

I think most community minded people would agree the sacredness of Anzac Day should not be compromised by a movie premiere,” he said.

Thanos (Josh Brolin) from Avengers: Infinity War. Picture: Marvel Studios 2018

“Also, I don’t think it is too much for those who decline the opportunity to attend Anzac Day events to at least show some level of restraint while Veterans, war widows, Legatees and the broader community commemorate this solemn occasion,” he said.

The movie has a global release date but advertising experts have warned that local cinemas are risking a massive consumer backlash by bringing forward the release date to cash in.

Ben Willee, general manager of Spinach advertising agency, said the release was an enormous risk for Disney.

The Australian Defence Association says the movie’s release is in “bad taste”. Picture Kym Smith

“There are a number of brands who have made significant missteps trying to take advantage of Anzac Day to push their product,” he said.

He pointed to Woolworth’s Fresh in our Memories campaign and Zoo Magazine’s 100 things every Aussie should know about Gallipoli with pictures of bikini models as attempts to cash in that angered the community.

“They failed to recognise the solemnity of the day,” he said.

“Australian people have made it very clear they don’t like people using Anzac Day to sell their product. I would strongly urge Disney to return to releasing the movie on Thursday — for the few extra dollars they are going to make it is not worth the risk.”

Spokesmen for Event Cinemas, Disney and Chris Hemsworth declined to comment.

Originally published as Marvel faces Anzac Day boycott for Avengers film