Three Minute National Guard Movie Theater Ad Is Too Much!

Remember a time when there weren't ads before movies? It used to be that people were excited just for the previews and previews were all you got. Times were simpler then. People actually showed up early to see previews because previews were considered a perk of going to the theater. After paying $10 per seat and the same for refreshments, most people expect a certain level of comfort and service for their money. The TV-style ads have been annoying to say the least but recently I hit a new limit.

The other day I had to sit through a three-and-a-half minute long war-glorifying music video endorsing the US National Guard. Not only did I have to sit through it, but because I went to movies two days in a row, I had to see it twice. That's seven full minutes of "Citizen Soldier" by 3 doors down. The first time was simply irritating. Besides the fact that I'm not a war supporter in most senses, the depiction that war is a valiant, heroic effort is just offensive when put into context of the current US foreign policy.

At first you may say to yourself, "So What? Deal with it." Ok, let's put this to the test. Imagine watching this whole video on the big screen every time you go to a movie. Can you stand to sit and watch the whole thing on Youtube right now? I'm sure I sound like I'm whining too much, but It's much worse when you paid good money to watch something you really want and have this forced in front of you with no x to click on to stop it.

Sixty seconds of this would have been plenty. I could put up with that, but as the video goes on and on, you can look around the theater and see wear and tear on everyone's faces. In one of the theaters I was at, people started openly mocking the whole thing and you could hear complaints all around.

Disclaimer: I support freedom. I don't support terrorism. I also don't support needless killing. I think most wars are needless. I also accept that sometimes there is no simple diplomatic resolution and actions must be taken. I'm not an idealist, but I'm not quick to opt for the trigger either. Got it? 

It's one thing for the National Guard to buy an ad spot. Every organization should be able to do that, right? My problem is partially with the content and partially the fact that's it's almost four minutes of awful music. Awful is a subjective term, of course. You may love the song. That's fine. I wouldn't like that ad even if it was my favorite song. In fact, it'd probably make my favorite song one of my lease favorites just because of the placement and context.

If any theater executive is reading this, please stop that ad campaign. It makes people not want to go to theaters anymore. I'm fearing the barrage of car, movie ticket and war ads every time I go now. That's just gotta be plain and simple bad business to make your customers sit through that. Charge $10 for a ticket, fine. Charge $9 more for a small bag of popcorn and a soda, fine. Pile war-promoting music videos on top of that? There's my line. Enough already.

Edit 3-17-2009 - The National Guard is awesome. I totally respect anyone who has made the sacrifice. I just thought this particular music video and placement was tasteless.

69 Comments

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I completely agree with you

I completely agree with you Mr. Robert Green. It is ridiculous to have to sit through a long commercial that glorifies something as atrocious as war. And for all of you that say we should support this war-nobody should support war. Especially this one. We are fighting a war against an invisible enemy. We are chasing a ghost we won't find, which can only mean perpetual war.
Those of you that say support the troops because they are dying for our freedom? The draft was abolished a long time ago. They signed up for it. Do you think EVERY one of them is dying so America can be free? Most likely not. How many of them would be fighting if they weren't getting a paycheck? Not saying there aren't those that would but it is another job title. Our freedom was never threatened and if you even consider yourself slightly patriotic you wouldn't be insulting America by saying it is even possible for the few terrorists out there to topple the American empire.
All you nationalists out there-Countries are just countries. What makes you think America is perfect or the best? have you even been to another country? There are plenty of "free" ones out there. Even ones that put more value on humanitarian concerns. This country is prone to the same flaws that are present in the people governed by it. Same with every other country. Your nationalistic attitudes are just another way to divide people and create conflict. Nationalism is a breeding ground for intolerance and ethnocentrism. It also led to the nefarious invasion of privacy and human rights that we know as the patriot act.
And you know that ever-so-popular saying, "God bless America"-According to the bible the israelites are the chosen people of God, not Americans. If God gave two shits about this country wouldn't the Americans be the chosen people? So why don't you try saying God bless Israel. And if you are truly a christian shouldn't Jesus Christ (a complete pacifist) be your role model? Logically the answer would be yes but the hypocracy of institutionalized religion never fails.

And I know everyone is about to attack me because you guys think my ideas are skewed and I am a traiterous blasphemer. So let me clear a couple things up to help keep unnecessary comments aside. A really close friend of mine for years is deployed overseas as well as several of my family members. My ancestors also fought in several wars. My grandfather was in vietnam. He died recently but throughout my childhood he had severe psychological trauma and long term physical injuries from the war. So how healthy do you think our relationship was? So before you say I don't belong in America because I am just as bad as someone who commits treason, please remember my family has payed its price for our citizenship. Oh, and I am going to study overseas anyway in a couple of years so you don't have to worry about it.

Also remember that there is nothing traiterous about what I have said or what anybody has said. One of the reaons people talk about America being so great is the freedom of speech we have. Being a traitor requires an action, not just words. America doesn't censor people and neither should you. Because we are in America people can legally have there own opinions and because of this there are widely ranged opinions on everything. Just try to respect them and be a little more open minded and think independently before running your mouth that is guided by blind, patriotic ignorance. If we are worried about censoring each other without a law being in place, inevitably there will be one.

I love my soldier... and I

I love my soldier... and I cried when I went to the theater and watched this being played. He is out fighting for our freedoms, and people are complaining about an ad? You can sit through how many insurance ads and enzyte ads on tv and not blink an eye... but a few minutes of your "paid" time is unacceptable? You obviously have no family accross seas at war. You would feel differently if your loved one was fighting so that you could have the freedom to type this silly complaint in the first place. Watch the ad and appreciate all the armed forces do for this country.... OR dont go to the movie!

Dave's Wife, I absolutely

Dave's Wife,

I absolutely hear what you're saying and you're right - I don't have any loved ones fighting across the sea. Even if I did, though, I still wouldn't like 3 doors down and I still wouldn't want music video ads at the beginning of the movies.

Since when did not liking ads become unpatriotic? I probably wouldn't complain as much if it weren't for a government service. Let's say it's for Audis. I like them. I think the A5 is a nice car. I would absolutely think that 4 minutes of song with car ads would be too much. Does that make any sense?

I appreciate Dave and all he's doing for this country. I respect Dave and you can tell him that I said thanks, despite what kind of person you think I am.

Please try not to confuse respect for those who defend and fight for our country and a shitty music video that sucks to watch at the $20 movies when my ears and eyes probably should take a break before the barrage of action film I'm about to watch. They are totally different things.

re: Three Minute National Guard Movie Theater Ad Is Too Much!

Suck it up or rent dvd's. I'm not a a big fan of ignorant americans that are not "war" supporters, but I let you live here anyway. How in the world did you get to live in such a great country? We fought for it dumbass.

re: Three Minute National Guard Movie Theater Ad Is Too Much!

It is not a video glorifying war, but a video showing support for the many women and men who serve our country. Perhaps you should go live in another country if you do not feel that our soldiers deserve all of our support whether we are war supporters or not. You are ignorant and simple minded. Quit going to the movies.

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The war debate is well beyond the intended scope here so I'm not going to get into it.I also never said I didn't support the soldiers. I simply don't like long music videos pushing national guard enrollment at the beginning of films I paid to go see! Is that so difficult? It's more spam IMO.I realize now why I'm normally careful to leave politics alone.... The flames burn hot and fast!

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Yeah, geez, heaven forbid we give 3 minutes of our time to watch a song that commemorates the bravery of our soldiers and national guard. Those men and women that commit years and years of service, and you can't even sit through 3 minutes, or 6 minutes, or 9. That's pathetic.

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I loved the ad.. I made me want to go back!!

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The person who wrote the negative comments is ignorant and anti-American.Not only did it show the sacrifices these men and women have made for this country in the time of war(Revolutionary, WW1, WW11,etc.), but it also showed what they have done in the time of emergencies and natural disasters. Get your head of the sand and wake up.Thank God for those brave men and women who sacrificed so much, so that I could enjoy the freedoms that many people around the world only dream of.

re: Three Minute National Guard Movie Theater Ad Is Too Much!

If it wasn't for these wars and soldier fought for us and supported us that we are able to go to these movies and see this. You ought to be thanking them, not complain about it. Its okay to sit a watch tons of movie previews but one that shows support for our troops oh no thats just terrible. You just better thank you lucky stars that they are here supporting your sorry ass.

re: Three Minute National Guard Movie Theater Ad Is Too Much!

Yeah, I'm sure glad we're fighting a war in Iraq to protect our right to go to movies. Oh, wait, the two are totally unrelated. I don't think Saddam was trying to burn down any movie theaters or bomb Hollywood.I agree with Bill that the National Guard has provided a lot of good for the United States, especially in times of emergency, but it's too bad that the war in Iraq has stretched them so thin that they were severely lacking in resources during crises like Katrina.More importantly, I think a primary problem I have with this is the insane amount of advertising that is now being shown before movies. It seems like these days you have to watch the TV previews ("First Look" I think AMC calls it) followed by standard commercials, followed by movie previews. The movie doesn't even start until almost 20 minutes after the published time.

re: Three Minute National Guard Movie Theater Ad Is Too Much!

I'm w/ jazz. if Soldiers(me being one of them) can even go through tough training for u to be able to have the liberty to go to the movies whenever u want then you can sit through a music vidio. I happen to love it. National guard is currently the largest branch in the military and on top of that 4 Doors Down wanted to do the music video because they support the troops. Yea i don't think anyone likes the war and I know it's not fair that innocent people have to die but you know what? If this country wasn't so great we wouldn't have so many people leaving everything in their countries to come over here.I'm in the Texas Army National Guard and it's the best decision i've ever made. I love every minute of it and if one day i get called up to go fish your ass out of your flooded city i'd get up and go right away whether your ignorant or not and i wouldn't have it any other way. Freedom of speach is great as long as you have something meaningful and useful or helpful to say. In your case all you are doing is whining because you have nothing better to do while your alone.

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I think the really funny thing here is that the person who wrote at the top is complaining about advertising for an organization that gives him the right to sit on his ass several nights in a row and waste 6 hours of his life watching movies that probably glorify violence, sex, vulgarity, and vice, and gets offended about a few minutes of remembering the real heroes. It is also rather disturbing that you never wrote this piece until you saw something that was military related, you never took the time to complain about the endless coke ads that you are forced to look at while you are waiting for the movie to start.And by the way, you can come 10 minutes late to the movie and skip the previews if you want to, nobody chained you to the chair. Even better, come get your seat and then walk out on the part you don't like and take ten minutes to the ads that don't offend you and by you coke. Some people...

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Like it or not, war is a part of mankind's history on this earth and always will be because because there is evil in the heart of man. So, you can be an idealist and sit in your computer room and criticize and complain all you want, but somebody died for the freedom that you have to vomit out your ignorance. And any of you that think that the war in the Middle East isn't related to or connected to the rest of our world are living in fantasy land and you should move to Hollywood with the rest of the idiots.

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I believe this video was to honor the soldiers. I think if you have a problem with it then you don't deserve to be in this country. We all owe alot to the men and women who are willing to stand and defend this country and if you don't like the various ways that we honor our troops then you can just leave. Another thing, perhaps you should try playing paintball in the woods, where there are two teams and extermination is the rule. then maybe you'll get a VERY small taste of what these people go through. War is hell, but its even worse to not honor the people that are willing to stand and defend us.MANY THANKS TO ALL OF YOU WHO ARE WILLING TO SERVE,GOD BLESS YOU AND GOD BLESS AMERICA.

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I agree with you wholeheartedly. This National Guard ad is nothing but propaganda and I applaud you for speaking up about it. The jingoists who have been making hateful remarks here need to realize that not all of us view warfare and violence as a solution to the world's problems.It's obnoxious enough that we have to sit through almost 30 minutes of commercials nowadays when going to the movies, but I resent having this propaganda shoved down my throat, too. I'm a paying customer and I shouldn't have to put up with this garbage. I damn near walked out of a theater today and asked for my money back.Let the cries of "traitor" begin.......

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OK, sure, honoring the soldiers. But I didn't go to the movies because I wanted to honor soldiers. And this wasn't to honor soldiers, it was to recruit people to the military. I recommend protesting by standing and facing the rear of the theatre for anyone who wishes to express protest to the rest of the audience and possibly the projectionist. That is what I did at my college graduation when some Republican was lecturing, until my mom told me to sit down. The meaning this has for me is that my girlfriend is the one who dragged me to the movies. Maybe if I had joined the National Guard then I would have stronger manhood, and would not even get dragged to such movies and their odious previews. But in fact I am now too old to join the National Guard, and my knee is sore, and I simply do not want to waste three minutes or three and a half watching a National Guard ad after I have paid money to sit in the theater. I am not in their target demographic, so I wish they would show the movie to somebody else. Or perhaps their *stated* purpose is to recruit people but their 'shadow' purpose is to spread propaganda about how great the military is and how we should be a kick-ass country of Eagles and destroy the earth by digging up bitumen all over the place, etc. instead of the noble, incorruptable Turkey that Ben Franklin proposed as our Mascot. P. S. the ad was somewhat painful to watch!!!!!

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I just think it is ironic that someone wrote 'You are ignorant and simple minded. Quit going to the movies.' Isn't it mostly ignorant and simple minded people who go to the movies for entertainment, instead of reading a book, or writing an essay, or other more productive, creative, intellectual endeavors? If you were recommending I improve myself in that way, then I thank you for it!

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The infomusic video felt much longer than 3 minutes.I was so irritated by it. Sometimes watching 5 movie previews can be irritating as well. If I wanted to watch commercials I'd stay home and watch t.v.The National Guard music video is misleading and targets a definite type. Holding a guitar and holding a gun is like, the same thing? I can just see Bruce Springsteen with a machine gun on stage.

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blah blah blah......I ain't watchin commercials at the movie. just home

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How dare you mock the sacrifices made by our brave soldiers! I'm praying for your terrorism-loving soul, Mr. Robert Green.

re: Three Minute National Guard Movie Theater Ad Is Too Much!

If you had paid attention to the video you would have seen the guard in more than war role. They also showed what it took to win our freedom and free Europe durinng WW2. The last person to want to go to war is a soldier, but folks like enjoy the privledge we give to you without so much as a thank you. Sit down and shut up, or serve your country and earn the right to complain.

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Wow, Robert, It's lovely that you have an audience that is so quick to call you names and say you don't support the troops etc. The video in question was straightforward propaganda, supporting a war that was immoral and illegal. It's a shame that these posters have their heads so far up their ass that they don't understand that.As for the video itself. It was incredibly offensive. The images of 9/11 were over the top (I was in fucking 9/11, so before you say anything, go fuck yourself.) The national guard is a great organization that has been tapped to fight wars it shouldn't be. Support the troops and bring them home. Stop wasting our money on videomercials at the movies.If the video was about supporting the national guard, I'd be fine with that. It was glorifying war, plain and simple. It showed people looking good throwing grenades. Didn't show the dead people on the other end. WTF.

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I share your irritation with this same war ad. I had to sit through this the other day. War is murder.I think you'll appreciate this video:http://www.youtube.com/watch?v=X78CYn_F6b8

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Well I can see that there are quite a few different opinions on the subject of adds at the movies. I just returned from supporting the freedom to voice an opinion last month and have served our country for more than 15 years proudly. I wonder if the voices would be so loud against the National Guard add if they, the National Guard, were outside your home protecting your right to speak against them from any opposing force, be it a foreign country, or a wild fire. I am proud to serve our Great Nation in time of Peace or War. I, by nature of my position, am a-political and do not publicly voice any opinion about the currant conflicts in Iraq of Afghanistan but I support my fellow Warriors and the efforts they are putting forth to defend mine and my families freedom to live the way we see fit. Imagine what this country would be like without the support of the military and the disrespect you voice toward 3 min. of you life being effected. It sounds to me like you are just ashamed to call yourself American or maybe you haven't done enough to support the country you call home.

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Mr. Green,The great thing about this country is the right to say what you want to when you want to. Unfortunately, there are just too many people like yourself that use that right in an attempt to get attention. Many of us have to endure three minutes of many things we don't like. Some example of things I don't like are the incessant whining by some Americans about prayor in schools, having to say the Pledge of Allegiance in our schools, having "In God We Trust" on our coins, display of the nativity scene at Christmas. The list goes on and on. Now we can ad Mr. Green's whining about having to endure a three minute patriotic song to the list as well.I didn't hear you say anything about "Turn off your cell phone during the movie", "get hot popcorn at your concession stand" How about those ads? ,.... Ho Hum.

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I agree with all of our supporters above. I happen to love the video because it is a dedication to those of us who serve and fight for this country every day. Whether it be a natural disaster or fighting in the War overseas. You can go to the theatre and put up with a 3 minute dedication music video for those of us that fight for this country. It's not that hard to ask especially if you already have to put up with those stupid coco cola ads or like soomebody said above ( just show up a little later so you don't have to watch the video.)

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As a former NCO in the United States Marine Corps I wonder if any of these ass-munches are in the National Guard or ever served in the Military. They look to be healthy and of age. How about not pulling a Dick Chaney and actually serving instead of just profiting off wars.

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Unbelieveable... I don't look at my one weekend a month as a waste of my time protecting your movie-watching butt! That's 16 hours a month I could be spending with my kids instead of deploying in places like New Orleans.You obviously know very little about what the guard does! Maybe after the third time watching it, you will drop the "war" blinders and see what we really do.My Brother is in Jordan as an Arabic Linguist and A-10 pilot. He has given 13 years of his life to denfend your freedom to write this ungrateful crap.Senior Airman Kennerson

re: Three Minute National Guard Movie Theater Ad Is Too Much!

I think many people missed the point of the article. Yes, I was complaining. It's a first amendment right. Thank you for protecting it, those of you who do.First off, I think the National Guard provides a fantastic service. I really appreciate them and any of you who have served for them.Second, I do have problems with certain wars the US has been involved in. That does not mean I don't appreciate efforts and risks that servicemen have put forth. It's a political issue. That is all.Understand this: If this was a four-minute long ad for Exxon with some music video I consider awful, I would have written the exact same article. I'm not back-peddling here, either. I will stand by my statement that the whole concept of a 4 minute long music video which represents war is just plain inappropriate in movie theaters.Can I add that it was shown at the beginning of the film Southland Tales, which is a predominately anti-war or at least anti-bush movie? I found that ironic.Look, you guys are great. Seriously. I just don't want to see that music video ever again. Ok?