By: Alaina Gizzo
Posted In: Opinion
Photo credit: Kimberley French/Summit Entertainment/MCT
Kristen Stewart and Taylor Lautner star in “The Twilight Saga: New Moon.”
During my last trip to FYE, I noticed a “New Moon” poster and thought nothing of it. As I proceeded into the store, I noticed an entire shrine devoted to the “Twilight” series, including candy hearts with a picture of Edward on the box, life-size cardboard cut-outs of each character and t-shirts galore. Perhaps this is not what author Stephenie Meyer first considered when she began writing the series based off of a dream she had, but she is certainly going to benefit from the royalties.
Taking a young adult series and creating an astronomically media saturated obsession is nothing new to American consumers. But the extent of America’s passion for “Twilight” merchandise is shocking. Since when is it acceptable to place a picture of 17-year-old actor, Taylor Lautner, on the packaging of a candy bar? That doesn’t seem quite as tacky as manufacturing jewelry specific to the films, such as necklaces with the Cullen crest, which characters wear in the films. Better yet, the bedding in Bella’s room, as it is featured in the film, is also available for all fanatics. A step beyond the mania of “Twilight” merchandise is the new line of advertisements featuring “New Moon.” Burger King has decided to create “New Moon”-themed crowns and sell aluminum water bottles with dreamy images of Edward and Jacob on them. At least Burger King is keeping it green, right? Even more questionable is Volvo’s choice to use Edward Cullen in their latest car commercial. The commercial pushes the issue of vehicle safety, while Edward frequently drives his cars at high speeds in the films. Volvo is also missing the fact that Edward is a vampire and thus immortal. The ad flashes to images of Bella from the new film and questions the viewer what is important to them, when in fact Bella must learn to do to things for herself in “New Moon,” rather than relying on Edward. During the first wave of “Twilight” merchandizing, I was surprised to find a “Twilight”-themed perfume at my local book store, but shortly realized there was more to come. With two more films that remain to be released, one can only imagine what other merchandize will be developed.
