As I am one of those who gets Shoot ‘Em Up for what it is — a comic satire of John Woo-influenced urban action films that doesn’t just send up genre conventions but gleefully urinates on these over-the-top films and their fans — I’m naturally cool with a related website called Bullet-Proof Baby that sells (or pretends to sell) violence-anticipating baby accessories — bullet-proof carriages, shields, helmets and whatnot.
Wait for some priggish parent or ethical stuffed shirt (a person who thinks like Variety‘s Peter Debruge, who called the film “vile” and “shamelessly sordid”) to complain about this.
Bullet-Proof Baby is a site very much in the tradition of the brilliant and legendary 1973 National Lampoon article called “Nazi Regalia for Gracious Living” — written by Bruce McCall, product “manufactured” by Harry Fischman, Alan Rose, Celia Bau and David Kaestle, protographs by Dick Frank and illustrations by Elizabeth Benett. Not just a spread about baby cribs with Nazi flags adorning the four corners, but Nazi decorations for every nok and cranny in the modern home.
“Nazi Regalia fro Gracing Living” wasn’t a drawing board art-design thing. Fischman, Rose, et. al. actually built the Nazi regalia and used it to decorate, and then had it photographed by Frank. Not a single shot from this article is retrievable online. Someone managing the National Lampoon‘s archives and legacy doesn’t understand about internet marketing and value-building.