Posted on September 11, 2021
The Dune NFT disaster (or how Not To market a Film)
I’m so excited about the Dune movie that I’m doing everything I can to avoid seeing any trailers or photos before its release, but the news of Dune NFTs still managed to spoil the film for me.
Why would Legendary Entertainment use NFTs, a technology famous for its high carbon footprint, to promote a story about the dangers destroying our planet?
The marketing team should have seen this coming though. Look at the reactions when Aphex Twin, The Gorillaz, Charmin, Sega, and The Long Now Foundation released NFTs. NFTs offer no added value to a piece of art and are contributing to our climate crisis in the process. Given the negativity towards NFTs, I don’t know why any brand would want to be associated with them.
One common trend in all of these disastrous NFT launches is the follow up tweet announcing that the company knows that Ethereum, the most common blockchain used for NFTs, is a waste of tremendous energy, but they’ll be sure to do some carbon offsets to make up for the damage. Like, why not just cancel the NFT in the first place?