Now, I know I’m a little out of touch. It’s been some time since the ol’ raincoaster here was in charge of any wee kidlets; why, ever since they shoved me in the oven and got rescued by that nasty woodsman. But still, thinking back to those sepia-toned days of The Electric Company, dancing babies and teeny, wholesome Olsen Twins, she does not recall anything like the bizarre, jokey hostility displayed by New Line Cinema in the marketing for their rather self-explanatory new movie, Shoot ‘Em Up.

That’s New Line Cinema,
116 North Robertson Blvd.
Los Angeles, CA  90048
United States
t (310) 854-5811
f (310) 854-1824

Let’s see, what have we got here:

Cast your gaze upon the delightful shopping site Bulletproof Baby, your go-to internet destination in case you need to equip the love child of Dr Evil and The White Witch. The t-shirt with the bullet-riddled baby bloodstains on it is particularly charmant. Offerings include:

bullet proof baby insurance
covers: stabbings, shootings, incineration, car accidents, drive-bys, kidnappings, snipers, etc

My first riot helmet
riot helmet provides outstanding protection and superior comfort for your baby.

Truly a site for the times, eh? This puts the viral back in marketing: ebola.

But wait, there’s more!

According to Hollywood gossip site Defamer, the movie’s star Clive Owen is unabashedly pro-baby danger:

“[T]he babies were great. I wish we could have put the babies in even more dangerous situations because they centered the action sequences.”

Ladies and gentlemen, that’s a true showbiz pro.  But we’ve saved the best for last…FeltUpbyJen reports that New Line Cinema is also sponsoring “live” celebrations (of a sort), so if you live in the vicinity of the Alamo Drafthouse Cinema in Austin, Texas, do send us a debriefing of their August 30th event (now sadly passed, but surely the management would love to hear your thoughts).

Featuring a spirited game of “Shoot the baby.”

Join us after the screening for the “live human target” afterparty. Successfully shoot the live human target (with paintball rounds) and win fabulous prizes. Everyone at the screening will have a chance to shoot at three live human targets who will be heckling your abilities while trying to avoid your fire. The human targets will also be tossing around a baby. Shoot the baby for a chance at the grand prize! (Note, targets will be live humans, but in the interest of safety, the baby will not be alive).

Details are scarce at press time, but there is as yet no word on whether the baby was domestic or imported, free range or battery, fresh or frozen, and what role, if any, the not-live baby played in the bbq afterparty.