Great Moments In Contextual Advertising: If It Burns, They Can Sell It

A sharp-eyed reader trying to watch some CNN video coverage of the deadly, still-spreading wildfire that has tragically claimed the lives of several firefighters noticed this unfortunate placement of an ad for Catch a Fire. Sadly, users hoping that the website had helpfully supplemented their interest in the ongoing conflagration with a related Hollywood offering will be inevitably disappointed, as Catch a Fire (in theaters today!) seems to be a drama about terrorism in Apartheid-era South Africa, not a buddy movie about brash rookie fireman Derek Luke learning the ropes of wildfire-suppression from grizzled, seen-it-all captain Tim Robbins. Contextual advertising technology may have failed us again, but at least it's aided the development departments of studios who will be more than happy to fill this void in the entertainment landscape.