Surrogates Takes Robots Down Same Path as Blair Witch Project


By Brian Huse, Director, Marketing & PR, Robotic Industries Association

Hollywood is ready to create a ruckus about humanoid robots with a new Bruce Willis movie called “Surrogates.” For anyone the least bit paranoid about technology call a therapist now because even if you don’t go to the theater you’ll probably hear about it at the water cooler.

Ten years ago the promoters of “The Blair Witch Project” (1999) used bogus documentaries to whip up interest in their movie. Even after it was all revealed to be a hoax, enough curiosity lingered to power it to the top, earning the most money for an independent movie at that time. “Surrogates” appears to be following the same script but with a much bigger budget.

My hat is off to the marketers. Bruce Willis almost always delivers the goods, and it looks like they’ve done their homework on humanoid robots. The science behind the story is examined on the MTV website.

Apparently we are to believe that in the future couch potatoes will take over the world by living through surrogate robots that play, work (and who knows what else) on their behalf. Next thing you know, it has all gone wrong and one cop (Willis) must leave his home for the first time in ages to investigate the murders of others’ surrogates.

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