Attacks prompt Blockbuster's PR shift

DALLAS: Blockbuster's PR department has gone back to the drawing

board with its pre-holidays campaign in the wake of the terrorist

attacks last month.

The chain is also putting warning stickers on newly released videos and

video games that it feels contain scenes that could now be considered


"It's not up to us to censor these titles, but we feel it is our job to

help customers make an informed decision about what to rent," explained

the retailer's VP of PR Liz Greene.

Blockbuster was planning to launch a campaign playing on the stress of

spending time with the family at Christmas, but that plan has since been

shelved. "Now it doesn't seem so funny," said Greene. "So many people

have lost family members, it just wasn't an appropriate theme any more,"

she explained.

Greene and her team have decided to turn original plans on their head by

focusing on viewing movies as a family. They are reintroducing the

Family Viewing Guide that was circulated during the summer, featuring

100 movies suitable for families to watch together. The team is in the

process of finding a psychiatrist to talk to the media about ways of

dealing with stress.

Greene said that Blockbuster will also boost the numbers of videos sent

to troops in military bases.

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