I don't remember the military pigbacking on that movie for a massive recruitment drive.
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The assumption that it MUST have been a good investment -- the movie made a billion dollars, the Air Force made tie-in recruiting ads for it, therefore they MUST have had a spike of applicants -- is the kind of childish view of media cause-and-effect I dislike
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It's not all that different from moral guardians who wanted to ban smoking in movies because tobacco companies like it and it makes kids smoke, etc.
End of conversation
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From the military perspective though, it's less of creating one off spikes as it is a constant drumbeat. But when the right movie comes along, they'll absolutely tie recruitment to it. Hell, they did it for Independence Day 2.https://www.youtube.com/watch?v=584zj5YryYI …
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No, I argue that the criticism should be rooted in actual analysis of how recruitment figures were actually affected by the release of Captain Marvel, or how recruitment tracks the release of "pro-military" blockbusters generally My impression is the correlation is weak
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