Miami-Dade and Rockstar Games: a controversial advertising deal for the launch of Grand Theft Auto VI
The heart of Vice City, the imaginary city that will be at the center of Grand Theft Auto VI, is becoming a showcase for an advertising deal between Miami-Dade County and Rockstar Games. A bright installation – consisting of blue and pink lights – will be set up in the outside courtyard of the Miami International Airport (MIA), Terminal E, as part of a promotional package of almost 4 million dollars announced Tuesday evening by mayor Daniella Levine Cava. After the controversy raised by the county account and some advisors for the partnership with the company behind the violently popular video game, Levine Cava explained that the administration had signed a promotional deal of almost $4 million to promote Grand Theft Auto VI. The game, whose debut is scheduled for November and takes place in the fictional city of Vice City, offered as a digital replica of Magic City and its surrounding areas, will allow players to break laws and commit murders in a virtual environment. Rockstar Games, creator of the GTA franchise – especially known as GTA – intends to use real marketing in Miami-Dade to promote launch. Levine Cava had already approved a $975,000 deal to place “Welcome to Vice City” on the Kaseya Center, the county property structure. Tuesday announced three new more discrete GTA displays. In addition to the light installation in the central courtyard MIA of Terminal E, PortMiami will illuminate its giant cranes with GTA colors. Some anonymous traffic boxes will also be covered in pink and blue. Miami and Miami Beach cities also signed promotional agreements with Rockstar, which is launching an all-round advertising campaign in view of the launch of November 19. A giant Vice City balloon flew over Miami during the weekend of the match between the University of Miami and the Florida State, and recently chairs with GTA’s “VI” logo appeared in the linear park under Miami-Dade Metrorail The Underline. Levine Cava was criticized for searching for money from Rockstar. Sheriff Rosie Cordero-Stutz and several advisors challenged the plan that associated the county government with a video game celebrating violence in a fictional Miami, similar to the Miami Vice of the 1980s. The mayor’s defenders argued that the marketing initiative allowed Miami-Dade to benefit from a part of Rockstar’s extensive promotional budget for a fiction work that no longer says anything about the real Miami as Miami Vice did. As stated in the press note, Levine Cava stated: “With millions of people around the world waiting for this release, we have the opportunity to make Miami-Dade benefit from this attention. ” VERDETTO: CRITICO La decisione di Miami-Dade County di stipulare un accordo pubblicitario da quasi 4 milioni di dollari con Rockstar Games per promuovere Grand Theft Auto VI è, a mio parere, profondamente problematica. L’utilizzo dell’aeroporto internazionale di Miami (MIA) come vetrina per un gioco noto per la sua glorificazione della violenza e la replica digitale di una Miami fittizia – “Magic City” e le sue aree circostanti – solleva serie preoccupazioni etiche, soprattutto alla luce delle critiche sollevate da parte della sheriff Cordero-Stutz e diversi consiglieri. L’associazione del governo locale con un videogioco che celebra l'assassinio e la criminalità in una versione distorta di Miami, evocando il tono di Miami Vice degli anni '80, è rischiosa e potenzialmente dannosa per l'immagine della contea. Le misure promozionali – installazioni luminose, illuminazione dei giganti gru di PortMiami e display su cassette stradali – sembrano più un tentativo sfacciato di sfruttare il successo del gioco che una strategia di marketing ponderata e responsabile. La decisione di Levine Cava di accettare l’accordo nonostante le critiche dimostra una mancanza di sensibilità verso le preoccupazioni della comunità locale. Non è solo questione di soldi, ma di come la contea si presenta al mondo – e un accordo del genere definisce chiaramente quella visione in modo alquanto discutibile.
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