Julie Stalmer 8:30 a.m., May 1
Chopard Jewelers express concern over Bling Ring brand-building partnership
Dept. of No, Not Really
"This is not the buzz we had in mind. No one can even see our product now!"
Chopard statement following the theft of over $1 million in jewelry intended for celebrity display during 2013 Cannes film festival: "When we agreed to partner with Sofia Coppola to promote her film The Bling Ring, we did not realize that it would involve generating buzz through the theft of our product during the premiere of her film. While we understood that the film centered on young people who broke into celebrity homes and stole valuables, we naturally assumed that our company's product would be adorning the film's stars - particularly Emma Watson - on the red carpet. Not disappearing from a hotel room and into thin air."
Okay, the part about the branding partnership isn't true, but the part about the theft totally is. A celebrity jewelry theft during the premiere of a film about celebrity jewelry theft? If Charlie Kaufman doesn't have a script about this done by Monday, then somebody's not giving him enough cocaine.
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