I went a bit more in-depth on Fox’s “fake news” viral efforts for A Cure For Wellness in my latest Adweek post:

Discussion of “fake news” is a huge deal these days. After being a pervasive media narrative during the election cycle, Facebook and other platforms are making efforts to stop the spread of inaccurate information even as it becomes more pervasive. Not only that but, without getting too political, it’s also become weaponized, as anything that is offensive or unpleasant to someone’s sensibilities is labeled as “fake news,” often with “Sad!” appended to the commentary. Twentieth Century Fox, though, is hoping some fake news can help bring people in to its new movie, A Cure for Wellness.

Source: Fox Has Been Spreading Fake News About Trump and Others as Part of a Movie Campaign – Adweek