Another tired yet effective MTV publicity stunt appeared at the tired and lifeless MTV awards. Shock, horror! The hip Canadian actor, comedian and writer Seth Rogen was supposedly smoking a joint live on TV. But who watches the MTV Awards anymore, so who cares?
It was an ambiguous moment but enough for the hapless channel, so desperate for PR, that it might get seriously scolded from watchdog groups for promoting marijuana use on national television. Whether it was hash or not didn’t really matter, MTV was trying its best to leverage outrage to get PR. At least they were on the money with Rogen, who just earned some serious publicity for his upcoming stoner film, Pineapple Express, part of resurgence for the pot movie genre in Hollywood. Although these old stunts always turn up trumps, MTV should really be trying to do something cleverer than this.