Wonder Woman, the first comic book movie with a female protagonist since the launch of the DC/Marvel entertainment wars, is one month away from making its debut, but you might not know that thanks to an oddly mellow marketing campaign for the film. As several media critics have pointed out, the movie isn’t spinning off as many trailers, TV spots, or merchandise as other superhero films of its ilk. And now, one of the movie’s brand partnerships is drawing ire from bloggers and Twitter users:
.@thinkthin has partnered with the Warner Bros. Pictures Wonder Woman.https://t.co/lnEL4zHCdQ pic.twitter.com/AMLwoNxiQE— Grocery Headquarters (@Grocery_HQ) April 24, 2017
Wonder Woman, a feminist pop culture icon, is being used to hawk ThinkThin diet bars. Here’s a selection of the Twitter reactions about this partnership:
When you see the new Wonder Woman movie partnering with some brand called "think thin"— E. Latimer (@ELatimerWrites) May 4, 2017
Waiting for internet reaction like pic.twitter.com/eGYjUcmjm3
Shilling body-shaming "think thin" weight loss bars is a betrayal of Wonder Woman's character, which is par for the comics course right now— Bailey (@the_author_) May 7, 2017
Think thin by watching Wonder Woman, in theaters soon! Remember, be thin, stay thin! pic.twitter.com/7LwJRegqgW— ChillyBilly™® (@Chillybillz) May 8, 2017
Further proof Hollywood doesn't know how to market a kick ass superhero movie to women: Wonder Woman has partnered with ThinkThin bars... pic.twitter.com/HglJGCWItb— Carin Thumm (@thummprints) May 8, 2017
In a statement about this new partnership, ThinkThin president Michele Kessler says: "We love that Wonder Woman has super strength and we're proud to offer delicious products that give women the everyday strength they need to power through their day." As part of the promotion, fans are encouraged to use the hashtag #thinkwonderwoman for a chance to win free ticket or a trip to the movie’s premiere.
Wonder Woman hits theaters on June 2.
• ThinkThin: Wonder Woman [Official]
• People Not Happy With Wonder Woman's ThinkThin Partnership [Teen Vogue]
• This Was Not the Wonder Woman Marketing We Were Asking For [TMS]