Blockbuster Video censoring NAACP tv spots in its stores

according to a source at blockbuster video, earlier this week, the corporate office sent out a memo addressed to "all stores" asking them to play a censored version of the advertising trailer that appears in all their locations. the original version, which included two NAACP spots along with the usual advertisements and music videos, apparently received a negative response from several blockbuster employees and customers. the memo directs managers at blockbuster outlets to enter a special code at the onset of the "BBTV" (blockbuster television) dvd in order to block out the NAACP spots to "get ahead of... weekend sales opportunities". blockbuster is owned by viacom, one of the world's largest media conglomerates.

the text of the two NAACP spots, set to beat-type music, is as follows...

"rich smiling faces / live large in safe, clean places / while we live in poverty / politics of hypocrisy / created by radicals of the '60s / now the caretakers of aristocracy / who's philosophy / that it's OK to oppress / so long as you wave your american flag / and claim to be fighting for social justice / all we need is love to be free / love of humanity and true liberty / we shall do more than overcome / the next generation shall win / demand equal access to the american dream / honor your past / secure your future / continue the legacy / join the naacp"

the other spot (with omissions due to it being unclear to the transcriber):

"they ask: who are you? / and you don't know / there's still problems to be solved / problems (?) absorbed by our parents / back in the days of (?) / they're still here, lingering and asking us / who we are / i know who i am / i know the (?) strength in me / from something as complex as my soul / to something as simple as the naacp / i know where i'm going / because young people are the answer held true / to the most devastating question of / who are you?"

and here is the memo:

12-13-02

All Stores

Based on customer and employee feedback related to the NAACP spots included in this month's BBTV program, please enter the following code immediately in order to get ahead of your weekend sales opportunities. This code will play the Generic Program instead of the store specific version currently in use:

This Generic Code is: xxxx

Along with regular programming, this generic version includes all major advertising messages (excluding the NAACP specific messages).

Thank you in advance for your prompt compliance. If you have any questions, please contact your DL.

it is not known whether a) the NAACP was informed of this decision to exclude their spots, b) the NAACP actually paid any money for these spots, or c) if the spots are donated by blockbuster, whether the company is enjoying a tax write-off that should now be called into question.

it is interesting to note that blockbuster's Executive Vice President and Chief Marketing Officer, Jim Notarnicola, was appointed trustee for an NAACP Special Contribution Fund this past july. "This appointment stemmed from Blockbuster's ongoing support of NAACP programs and goals," said NAACP Board of Directors Chairman Julian Bond [quoted from the blockbuster website].

however, by censoring the NAACP's spots in their stores, blockbuster is clearly not supporting the goals of the NAACP, and is knuckling under to pressure from people (both customers and employees) who might very well be racist. the anti-war and anti-imperialist overtones of the spot certainly run contrary to blockbuster's programs and goals, which are purely capitalistic. pointing out the hypocrisy of 60's "radicals" who are "now the caretakers of aristocracy" could create animosity with another demographic. in other words, the NAACP spot points out a number of things that are true that people don't like to admit or think about. and thought is certainly not something you want in a shopping environment.

and ironically, it is likely that the people who complained about the NAACP spots are the very same people who blockbuster targets as customers. "Not only are we an excellent distribution point for Coca-Cola's beverages, but we offer them access to our established media vehicles targeted to an affluent, loyal base of members," Notarnicola said in the April/May issue of Creative Marketing Trends.

the NAACP is being contacted to see if they are aware of the boycott of their ads by blockbuster. any response from the NAACP will be posted here as an update, as appropriate.

please write any comments or anything you may know about this story below.

links:
NAACP Appoints Blockbuster EVP Jim Notarnicola as Trustee for Special Contribution Fund" (Tue, Jul 23, 2002)
Jim Notarnicola's employment contract with blockbuster(!) (at findlaw.com)
Blockbuster & Coca-Cola Announce Alliance (in CREATIVE Marketing Trends, April/May, 2002)