http://insidemovies.ew.com/2011/12/20/girl-with-the-dragon-tattoo-marketing/
Makes sense, tbh. Seeing that I know the trilogy (books and movies) I think a lot of marketing in terms of actual merchandise is pretty dumb. Given what happened to Lisbeth I don't see why anyone would necessarily want to become her.
I think the buzz of the movie should be used to raise awareness for violence and discrimination towards women. Whether we like it or not it is prevalent and stuff that happens in the books does happen in real life. People want to ignore that.
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