The New York Times
Movie’s Ads Protest Rules Restricting Gay Men From Donating Blood
From left, Amanda Lepore, Nyakim Gatwech and Grae Drake, three models for a nurse-themed blood drive promotion, “All Types Welcome,” for the latest “Saw” movie. The campaign was designed to push back against restrictions on L.G.B.T. donors. CreditTim Palen
LOS ANGELES — The last “Saw” movie, released by Lionsgate in 2010, was advertised as “the final chapter.” But you didn’t think a franchise with roughly $1 billion in worldwide ticket sales was going to die that easily, did you?
In true horror film fashion, the series will resume its torture killings on Oct. 27 with an R-rated eighth installment titled “Jigsaw.”
Less expected: Lionsgate’s decision to promote “Jigsaw” by shaking an angry fist at America’s blood-donation regulations.
On Sunday, the studio’s chief brand officer, Tim Palen, began rolling out an online ad campaign called “All Types Welcome.” The campaign has eight social media stars with large gay, bisexual and transgender fan bases — including Shaun Ross, an openly gay model, and Amanda Lepore, the transgender night life diva — dressed as off-kilter nurses and encouraging people to donate blood in preparation for “Jigsaw.” The blood drive starts on Oct. 5 in New York and expands to 25 cities in the following weeks. (More details are available at JigsawSaves.com.)