These days, movies, whether ACG adaptations or live-action flicks, often roll out special bonus items to get fans through the door. ACG titles, in particular, frequently offer different weekly giveaways, practically begging fans to rewatch and boost those box office numbers.
But Japan recently saw a bizarre twist with the release of the Jason Statham-led action flick, "The Beekeeper." Starting January 3rd, opening day, theaters offered a "Statham New Year Red Packet" as a special bonus – a coin-shaped sticker red packet featuring Statham's likeness. The catch? The lottery-style draw on the back of the sticker included a "Great Bad Luck" (大凶) outcome, sparking outrage among some moviegoers and widespread discussion. Yesterday, January 14th, the official distributor issued an apology, admitting to a lapse in judgment.
▼ It even hit X's trending topics today!
According to news reports, many fans who drew "Great Bad Luck" felt pretty awful about it, taking to social media to complain that the distributor's marketing strategy was a bad omen for a movie released during the New Year, leaving a sour taste.
On January 14th, distributor The Klockworkx released a statement: "Regarding the bonus items for our film 'The Beekeeper,' we have received various feedback." They further elaborated: "We deeply apologize for our misjudgment in directly distributing a gift with unknown contents, without offering an option to decline, and in a 'lottery' format that included 'Great Bad Luck,' which could cause discomfort to recipients." They added, "We take this incident seriously, will reflect deeply, and strive to prevent similar issues from occurring again. Moving forward, we are committed to providing promotional activities that bring joy to everyone, and we hope for your continued support and guidance."
However, once the apology dropped, some netizens still felt it wasn't that big a deal. "You get 'Great Bad Luck' fortunes at shrines all the time, right? Are you going to complain to them?" one user quipped, suggesting it was just a fun bonus meant to bring a smile, and perhaps only those 'without common sense' would find it inappropriate.
So, what's your take? Was this bonus item really out of line? And would drawing 'Great Bad Luck' during the New Year really ruin your vibe?