'Ghost In The Shell' tried to start a meme. People made it into a glorious attack on whitewashing.
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Amidst a consistent outpouring of protest from those who have had it up to HERE with movies that whitewash characters of color—and also with crappy anime adaptations—the marketing campaign for Ghost in the Shell is going full steam ahead. With fewer than three weeks to go until the film hits theaters, a new attempt to pull fans in has been launched: the #IAmMajor hashtag, named after Scarlett Johansson’s character.
The hashtag invites fans, or at least those with an internet connection, to upload a picture of themselves, and caption it with some kind of empowering statement, starting with “I Am.”