In an inspired piece of marketing, a new YouTube video for The Expendables -- the upcoming action film whose ensemble cast includes Sylvester Stallone, Arnold Schwarzenegger, Bruce Willis, Mickey Rourke, Jet Li and Jason Statham -- issues a "Call to Arms" beseeching men to reclaim theaters by supporting the movie.
"While you've been at home noob tubing total strangers duct taping 40s to your hands," the video's caption reads, "you've been handing the keys to Hollywood to teenage girls and G.N.O. Julia Roberts may be the final blow. Eat, Pray, Love. Women adore the book. Oprah swears by it. August 13th the movie arrives. August 13th is our last chance. August 13th we take back what's ours." We're then treated to a high-octane trailer featuring "the only men you're allowed to love."
The "don't let the chick flicks win, man" sentiment will undoubtedly rub some people the wrong way, but it's likely to strike a chord with the target audience for the testosterone-fueled Expendables.
The film will be promoted along more traditional avenues on July 22, when Lionsgate brings director/co-writer Stallone and stars Dolph Lundgren, Steve Austin, Randy Couture and Terry Crews to Comic-Con International. The Expendables opens on Aug. 13.