The studios behind Project Hail Mary have documented histories of fake online promotion and the industry to do it again is booming. I don't have proof that Amazon MGM Studios is astroturfing HN or Reddit about Project Hail Mary. What I do have is a chain of documented facts that should make anyone reading enthusiastic comments about this film pause and consider the source...
Project Hail Mary is produced by Amazon MGM Studios and distributed internationally by Sony Pictures. The film cost $200 million to produce and needs roughly $500 million to break even. Amazon MGM has had a string of expensive flops (Crime 101, Melania, After the Hunt), and there was reported internal pressure for this film to change the narrative.
Amazon MGM's Head of Global Marketing is Sue Kroll, who spent 24 years at Warner Bros. serving as President of Worldwide Marketing and Distribution. Her deputy for international marketing, Charlie Coleman, also came from Warner Bros. Awards head Juli Goodwin spent nearly 20 years at Warner Bros.
This matters because Warner Bros Home Entertainment was caught by the FTC in 2016 paying YouTube influencers (including PewDiePie) thousands of dollars through ad agency Plaid Social Labs. Warner Bros settled with the FTC.
Also lets not forget Sony Pictures invented a fake movie critic in 2001, and around the same time, were caught using employees posing as moviegoers in TV commercials for The Patriot. Sony at the end paid $326,000 to Connecticut's AG and $1.5 million in a class-action settlement...
The industry to do this on Reddit and other public forums is openly thriving. There are companies that will, right now, post on Reddit and HN? as "organic users" for paying clients. They describe these services on their own websites:
• Onemotion Group (onemotion.group) openly advertises "real-looking posts, comments, and threads that catch on" with a focus on "organic posts, community replies, and making threads spread naturally."
• Single Grain (singlegrain.com/agency/reddit-marketing-agency) sells "conversation monitoring," "question response systems," and "thoughtful comments and contributions that establish your brand as a helpful community member."
• OutreachBloom describes monitoring subreddits and responding with "helpful" answers using pre-warmed accounts with built-up karma.
Specially an agency called Iron Roots (ironrootsinc.com) lists both Amazon Studios and Warner Bros. as clients...
Describes services including "engaging communities with compelling content and fostering active, loyal brand advocates across platforms."
I am not claiming Project Hail Mary is being astroturfed. I am pointing out:
1. Both studios behind this film (Amazon MGM and Sony) have documented, FTC-adjudicated histories of deceptive online promotion.
2. The marketing leadership at Amazon MGM comes directly from Warner Bros., where this behavior was institutionally tolerated.
3. An entire commercial industry exists to post as organic users on Reddit, HN, and forums, some of these agencies list Amazon Studios as a client.
4. The financial incentive is massive: a $200M film from a studio desperate to prove its theatrical strategy works.
5. The penalties when caught have been trivial relative to marketing budgets ($326K for Sony, consent decree for Warner Bros.), and there is no ongoing enforcement mechanism for community forum manipulation.
When someone on HN or Reddit posts an enthusiastic take about a major studio release, the question is not whether astroturfing happens. We know it does, the companies that do it have websites. The question is whether you can tell the difference between a genuine fan and a paid account?