Silver Surfer Coin Not So Fantastic
They wanted unique. They got illegal.
Not content to simply resign their promotions for Fantastic Four: Rise of the Silver Surfer to the usual breakfast cereal and skywriting variety, the marketing brains at 20th Century Fox went outside the box—and, as it turns out, the law—and ingratiated the Silver Surfer onto some 40,000 U.S. quarters.
Unfortunately, they forgot to tell the U.S. Mint.
Fox first announced the unprecedented marketing move last week and unveiled the limited-edition coins to the press.
While the front of the quarters, and George Washington's visage, remained unaltered, the reverse featured a full-color image of the Silver Surfer character, with the URL for the film's Website.
The coins, which were distributed 800 per state prior to the Memorial Day weekend, were meant to encourage fans who found the quarters to log on to the site and enter to win prizes, including a trip for four to the film's London premiere.
Unfortunately, the illegal tender's artwork, while creative, was carried out by the Franklin Mint without the cooperation, or even awareness, of the government, a point the U.S. Mint was quick to lambaste.
"The promotion is in no way approved, authorized, endorsed, or sponsored by the United States Mint, nor is it in any way associated or affiliated with the United States Mint," the government said in a statement. The feds said they didn't know about the promotion until contacted by the media.
While Fox has copped to launching the campaign without government approval, the studio maintains that it was unaware such sign-off was necessary.
The studio released its own statement saying it did not intend to break the law or "suggest that there was any approval from the U.S. Mint or the U.S. government."
The Franklin Mint, too, said it didn't mean any harm, calling the Silver Surfer quarters "commemorative coins like many the Franklin Mint creates on a regular basis for various properties. We were confident this coin followed the same procedures and guidelines but will certainly take any necessary steps if advised otherwise."
It is a federal crime to turn any form of legal tender into a form of advertising, and violators can face a fine. Then again, the $10,000 in Silver Surfer coins that were distributed throughout the country, along with whatever fine may be assessed, will no doubt be less than what it would cost to generate the same amount of headline-grabbing publicity that the criminal coins have.
Fantastic Four: Rise of the Silver Surfer is due out June 15.
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