FeedDistrict 9 Movie Puts Aliens In Apartheid
Written by NetBear on May 3, 2009 – 12:24 pm -Now there’s a sign you don’t see everyday. Since last summer there has been an elaborate viral marketing campaign bubbling under the surface for South African born director Neill Blomkamp’s newest film, District 9.
Science-Fiction has often been used as a vehicle to cast a reflection back on our society. District 9 does so in bold fashion, depicting a fictional world where extraterrestrials have become refugees in South Africa. Not welcome or accepted, they are forced to live in slums. Something resembling Apartheid is put into place.
The trailer for District 9 explains a lot about what the viral web sites are supposed to be about. You even get to see an insect-like alien getting interrogated. The trailer uses a pixelization effect to seemingly protect the identity of the alien.
At least they’re keeping them separate from us.
But you really start to understand where the director is going with the story when you start exploring the online materials. On the District 9 web site, after you watch the trailer you’re asked to select your species. You then get presented with materials “appropriate” for you. Making more sense yet?
Checking the site often will help you safely deal with non-humans.
After selecting your species you are shown an aerial map of a city with various colored zones and other information. The system is labeled as a “Local Alert System” for Johannesburg, ZAF, South Africa. This is where the film was shot.
There are many other features to explore, including a news feeds, behavior recommendations, and other rules and regulations. Poke around and you will also find some “support” or “propaganda” materials to download, depending which of the different species sites you’re dialed into.
Some years ago a similar viral marketing campaign was used to help promote ABC’s LOST television show. In that campaign users had to seek out subtle clues in order to discover hidden web sites spread out across the internet. For District 9 things seem to have been made a bit easier for sci-fi fans with short attention spans. At the bottom of every page they have icons for the four web sites you can access:
- The first is the District 9 main site with the MNU Local Alert System.
- The second icon is for the Multi-National United company site.
- The third icon is for an alien uprising blog that says the MNU is spreading lies. Of course, if you can’t read alien there isn’t too much to read there. But there are some goodies in English to explore. Don’t forget to sign the petition!
- The last is a slightly bizarre Maths From Outer Space site where you can take a math aptitude test
Director Neill Blomkamp has done several short films and commercials that have prepared him for District 9. In this commercial for Citroen he brought a car to life, transforming it into a dancing robot.
In the short film Alive in Joburg, aliens are stranded on earth and live in the shantytowns of Johannesburg.
The premise for District 9 is interesting. And it comes at a time where perhaps the world could stand to get a reminder that equal rights can’t be rationed. I’m looking forward to this film.
