Microsoft stands up for “Bully” film
Mar 27, 2012, 10:00 AM | Updated: Mar 28, 2012, 6:14 am
Katy Butler, 17, a high school student, from Ann Arbor, Mich., poses by the petitions she delivered to the Motion Picture Association of America,in Los Angeles. Butler is urging the MPAA to change the "R" rating to a "PG" for the "Bully" film. (Damian Dovarganes, Associated Press)
 Katy Butler, 17, a high school student, from Ann Arbor, Mich., poses by the petitions she delivered to the Motion Picture Association of America,in Los Angeles. Butler is urging the MPAA to change the “R” rating to a “PG” for the “Bully” film. (AP/Damian Dovarganes) |
Microsoft has often been called a bully, but the company
is coming to the aid of a new documentary about teenage
bullying in the midst of a huge controversy over movie
ratings.
While The Hunger Games was given a PG-13 rating, despite a
number of graphic killings, The Motion Picture Assn. of
America has saddled the film “Bully”
with an R-rating because of widespread use of obscenities.
Kids under 17 wouldn’t be able see the movie
without an adult.
But Microsoft is taking an active role promoting the film,
using its Bing search engine and brand for a massive TV
and social media campaign.
“The most important role that we think we can play with a
cause as important as stopping bullying is that of
awareness and using the platform that we have,” said
Lisa Gurry, senior director of Bing. “We think it’s an
amazing film with a great message and it’s true to the
experience that these kids are having in schools.”
It’s a rare move for Microsoft to take sides in
controversial issues, and Gurry says the company is not
stepping into the discussion over ratings. The Weinstein
Company, producers of the film, have decided to release
the movie unrated so that anyone can see it without
restrictions, but some theaters refuse to run unrated
films.
The producers hope Microsoft’s marketing might help
counter the controversy.
“Bing is an innovative search engine that can help connect
people with resources to educate and drive awareness about
this important cause,” said TWC co-chairman Harvey
Weinstein in a statement. “It is truly inspiring to
collaborate with a company like Bing that sees the value
in using their voice and influence for an issue like this
that affects children everywhere.”
Gurry says unlike other causes, Microsoft believes in this
case awareness can lead to tangible change.
“This is a behavior thing so it’s really all about
encouraging kids to speak up, encouraging kids to be kind,
encouraging grown ups to empower them.”
“Bully” is slated to open in the Seattle area April 13.
