SPEAK OUT: Does Diversity Matter In Mall Video Simulation?
A recently released simulation of planned Montgomery Mall renovations has some readers wondering why there are apparently no people of color in the video.
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A recently unveiled video simulation of renovations at the Westfield Montgomery Mall has some Patch readers talking, but the discussion isn't about what the mall's new food court and cinema will look like.
Rather, some commenters are asking why Westfield does not appear to include people of color in the animation. Westfield responded that no offense was intended.
The video "flies over" the mall's expanded food court and the entrance to the ArcLight Cinema planned for the second floor. And, while the animated food court is packed with simulated shoppers, none of them appear to be of color, some readers said.
Commenters are taking to Westfield's Facebook page and the comments on a Patch story about the new video to discuss whether diversity matters in an animation. Here's what a few had to say:
Simulation video by Westfield Montgomery Mall has absolutely no person of color shopping or eating. This is completely disgraceful and totally unacceptable. Westfield should be called on this and this simulation video has to be revised to correct this egregious omission. -- Patch commenter Carlos D
Carlos, there are also no kids in the video. The mall is usually crowded with kids/teenagers. Big deal? It's a computer generated simulation made to highlight the architecture and remodeling. Maybe it's a limitation of the computer program...or maybe some people need to turn down their sensitivity meter. Signed, A person of color. -- Patch commenter Terrell McLarson
Just a little friendly advice: next time you update your video (which is artistically very nice) you may want to include some of the ethnic diversity of Montgomery County. A few folks of color here and there would make it a bit more "representational." -- Westfield Facebook commenter M Paz Artaza-Regan
Responding to a request from Patch seeking comment, Westfield Montgomery spokeswoman Joanna Caputi wrote in an e-mail:
We appreciate the comments/feedback that we have received. Certainly no offense was intended, our only agenda in posting the fly through video was to offer a dramatic animation of the exciting new spaces for our customers to preview.
What do you think of the debate? Tell us in the comments.
In This article
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Westfield Montgomery Shopping Mall
7101 Democracy Blvd, Bethesda, MD -
Carlos D
Joined Patch Wednesday, October 12, 2011 -
Terrell McLarson
Joined Patch Saturday, February 23, 2013
Brian
9:39 am on Tuesday, February 26, 2013
It's a simulated video, only the PC nut jobs would care about this. If that is what their take away is on this video then I hope they don't come to the renovated mall as their low IQs may rub off on the rest of the patrons.
Christine
3:58 pm on Wednesday, February 27, 2013
Well, Brian, it's fairly clear that your Emotional and Social IQ's are not so well developed, so perhaps your judgement should be considered in that light.
WIn
9:48 am on Tuesday, February 26, 2013
It is a basic rule of any marketing that in your media and materials, you portray the people who you want to attract or influence. My advice to Westfield; redo this fly-over without delay and re-release it asap. The animators should redo it for free or lose the account. Whoever approved this should hire a consultant to review Marketing 101. - WM, President, International Social Marketing Association (i-socialmarketing.org).
Christine
4:00 pm on Wednesday, February 27, 2013
I thnk they did just that - portrayed the people whom they wanted to attract. A bad idea in Montgomery where the money is not limited to Caucasians.
Corbin Dallas Multipass
10:18 am on Tuesday, February 26, 2013
Great, no offense was intended, that still means you imagined a virtual world with no POCs unintentionally. You should probably think what that says about you.
Frank Simmons
1:29 pm on Tuesday, February 26, 2013
the video is great it gives current patrons an idea of the construction in progress what the final look of the renovation - Building -exterior & interior views. The people complaining & trying to create some issue, cannot see the forrest for all the trees -a computer animated program proably written in china for building architecture is only using the (animated people) as filler to show you the new space & size.
Potomac Patron
1:55 pm on Tuesday, February 26, 2013
Looks lovely, I think I spotted someone with a TAN at 2:58...does that count? Not usually overly sensitive or PC, but in a county with an African American County Executive and given the neighborhood surrounding the mall has a diverse population with money to spend (yes, Bethesda/Potomac has Asian, Black and Hispanic residents), this really was an oversight that should not happen again. We can do better people...try , try again! No harm, no foul, not calling for heads to roll or anything, just give it a thought next time and use the simulation technology that allows you to reflect the spectrum of patrons that use the mall .THANKS!
Christine
4:02 pm on Wednesday, February 27, 2013
I'm pretty sure I spotted a very tanned woman in a red dress, but she was outside the mall.
Chris
8:47 pm on Wednesday, February 27, 2013
This is just a simple simulation to show the building layout. I am sure that when they get around to creating advertising for the new facility you will see a diverse crowd.
Also, does "POC" not stand for Pirates of the Caribbean any more?