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Real City Matters

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Hold It Now And Watch the Hoodwink

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There’s something a little funny about the full page ad in this week’s Eye for Joshua Jackson’s new cross-Canada motorcycle movie One Week. Rather than the words of wizened critics, the ad features a page full of quotations from people who seem to have not actually seen the movie. “I am definitely going to watch this!” says one; “It’s going to look amazing on the big screen!” says another; “I agree this looks like a great film” writes a third.
“All of Canada is talking about ONE WEEK*” the ad’s copy exclaims, and—hey, wait, what’s that asterisk for?


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Oh yeah: every single bright-red quotation on the page, lauding the film and its actors, is one of the ninety-three YouTube comments on the film’s trailer.
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…aaannndd every comment we could find is attributed to the wrong YouTube user.
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There you have it. Go see One Week! It’s the film whose trailer no more than 1 in every 360,000 Canadians have left a YouTube comment about.
Photos by Michael Chrisman/Torontoist.

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