Industry Lesson

Rating: 10/10 (25 August 2010)

Question: How do awful ad-campaigns (such as for this great film) get studio-approved, much less paid for? I would really look into that, Industry Folks.
Rotten Tomatoes = 80+ score, with great Comment: "In 20 yrs the other summer movies will be forgotten but this movie will still be watched".
Clearly the people creating the ads didn't know what to do with this cutting-edge gem of a film, so they just stuck a quick pic of a kid on an electric guitar then tried to sell it as 'Iconic' or some shite. Really, I am trying to imagine the gazillions of better images to more successfully capture movie-goers attention, that could have been presented, rather than what they ended up using.
The problem is there needs to be hipness in the eye of the beholder which marketing staff clearly often lack, but what's up with the studio decision-makers approving uncompelling ads?