What have they done to Marina Towers? A24’s promotion for Civil War, currently #1 at the box-office, has created a backlash of comments on social media.
The studio’s decision to post six movie posters on Instagram, depicting famous American landmarks in various states of destruction, has sparked significant criticism due to the use of AI-generated images and not actual stills from the film. The film, set in the near future, depicts the United States at battle in a full blown Civil War.
The issues with the posters, as noted by the audience, are the use of AI’s unnatural features and inaccurate representations. For instance, you don’t have to live in Chicago to see that there is a significant geographical error with the famous Marina Towers misplaced on opposite sides of a divided Chicago River, surrounded by unrecognizable buildings.
The AI fails in other posters have also been called out. The historic arch in New York’s Washington Square Park, now seems to have a street running between it and the rest of the park, with very foreign looking vehicles.
Another poster seemingly depicts soldiers in a boat near Los Angeles, aiming their weapons at a massive swan. Upon closer inspection, a soldier at the rear of the boat appears to have no legs, with his torso eerily suspended in midair.
The Miami poster contains an unrealistic depiction of a car with three doors.
A question frequently asked in social media comments is why at this vulnerable time following a major strike would the use of AI be considered appropriate?
In addition, the use of AI in creating the promotional materials raises questions about transparency. Audiences feel deceived if the promotional imagery suggests a level of realism that implies it is drawn from the film itself. It clearly implies that the film is a much larger production. People have been calling it misleading, as none of the scenes in the posters where in the movie.
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