|By Robert Cohen Executive Director|
The New HULK Movie & Milkstache Ad http://www.whymilk.com/images/hulkSM.jpg Anger triggers a metamorphosis. Raging hormones turn an out of control primate researcher/vivisectionist into an out of control mindless green hulk who does not hurt animals. An enormous improvement, if you ask me. Each time the HULK gets angry or drinks milk, the transformation occurs. There is plenty of anger in this new movie, and plenty of dairy too. Of course, I came looking for subtle evidence of milk placement in scenes, and more than fulfilled my expectations. Most moviegoers would have missed the subliminal clues of dairy dollars. To me, the obvious placement of dairy products in scenes left behind a rancid stench. Secret deals are often made during the pre-planning of Hollywood movies. Product placement in critical scenes are cash commercials. Directors privileges often include paid advertisements. There should be an investigation into this common practice which Hollywood insiders refer to as "skimming the cream." I call it scamming the crumbs. After seeing the dairy industry's latest milk mustache ad based upon the anticipated new blockbuster movie about the HULK, I sensed that there was more to the new dairy ad than just perfect timing. Somehow, I had to confirm my suspicion on yesterday's June 20, 2003 HULK theatre opening. Sadly, Jennifer, Sarah, and Lizzy were busy, so I went alone to the 3:40 PM show at the Tenplex theatre in Paramus, New Jersey. Early in the flick, just before the movie's first violent scene, a little girl sits eating an enormous ice cream sundae in an ice cream parlor located on a government base far from civilization in the desert. The ice cream parlor was housed inside of a giant ice cream cone in a facility with just a handful of inhabitants. We visit the same dairy edifice many times during the film. Even I craved ice cream after multiple exposures. In mid-movie, the main character and his girlfriend are seen eating Chinese food. What's on the table? A bottle of milk. After the Hulkster's first transformation, he spends the night at his gal's place and wakes up to her cooking breakfast. What do we see on the kitchen counter? A half- gallon container of milk. Yes, I was counting. Raging hormones. That's what this movie is about. Drink milk, and you ingest estrogen, progesterone, oxytocin, melatonin, prolactin, and powerful growth hormones. You might not bulk up like the HULK, but those hormones do cause "mood swings and irritability." (Townsend Medical Letter, May, 1995). You might not turn green, unless you leave the milk on the counter giving the E. coli and salmonella opportunity to double their numbers every twenty minutes at room temperature. See the HULK at a theatre near you and be prepared to be offended. Not only does the film represent lousy movie making (in my opinion), but you'll be grossed out by the presence of all of those dairy ads. Milk mustaches, anyone? With raging hormones and out-of-control behavior, this time the dairy industry selected an appropriate hero.
Robert Cohen, author of: MILK A-Z
Executive Director (firstname.lastname@example.org)
Dairy Education Board
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