How Movies Can Attack Back At Trolls

So-called ‘downvoting’ is haunting Hollywood marketers online — but a new Armenian genocide film has a strategy to ‘fight fire with fire’

- Mia Galuppo And Natalie Jarvey

It had taken years — and the passionate support of Kirk Kerkorian, who financed the film’s $100 million budget without expecting to ever make a profit — for The Promise, a historical romance set against the backdrop of the Armenian genocide and starring Christian Bale and Oscar Isaac, to reach the screen. Producers always knew it would be controversial: Descendants of the 1.5 million Armenians killed by the Ottoman Empire shortly after the onset of World War I have long pressed for the episode to be recognized as a genocide despite the Turkish government’s insistence the deaths were not a premeditated extermination. The Promise, which opens April 21, finally would bring the untold saga to a mass audience. But at the Toronto Film Festival premiere in September, producer Mike Medavoy watched the late billionaire’s carefully laid plans upended by a digital swarm that appeared out of nowhere.

Before the critics in attendance even had the chance to exit Roy Thompson Hall, let alone write their reviews,