Not just puppy love, please

With doggy movies hitting the big screens, film companies and SPCA team up to counter impulse buying
Jeanmarie Tan, New Paper 30 Nov 08;

AN adorable, pampered chihuahua named Chloe is currently making audiences fall in love with pint-sized pooches in the live-action movie Beverly Hills Chihuahua.

Then there's the upcoming animated film Bolt, about the brave and loyal American white shepherd puppy who's the star of an action TV series and believes his superpowers are real.

And in January, Marley & Me - starring Owen Wilson and Jennifer Aniston - revolves around a family who learns important life lessons from their naughty and neurotic labrador retriever.

After watching the dogs' irresistibly cute and wonderful antics on screen, who wouldn't want one of their own?

After all, aquariums here saw an 80 per cent increase in sales of clownfish after Finding Nemo was released.

But the Society for Prevention of Cruelty to Animals (SPCA) is concerned that the current slew of family-friendly flicks about man's best friend may spark a craze for these starring breeds.

For the first time, the SPCA has collaborated with Singapore's cinema exhibitors to screen appeals that remind the public against impulse buying, which usually results in pets becoming unwanted after the novelty wears off.

The advisory message is currently on Golden Village's website and the plasma TV screens at all Golden Village locations.

It is also being flashed on Shaw Lido atrium's video wall and the TV sets in Eng Wah's cinema lobbies islandwide, as well as being displayed as a still frame prior to the 35mm advertisements that play before each screening at Cathay cinemas.

Rise in abandonment

Ms Deirdre Moss, executive officer of the SPCA, said the shelter is seeing a rise in abandoned pedigree dogs.

Last year, the organisation received over 1,500 such dogs. And as of October this year, it has already taken in about 1,300.

Lost dogs are sometimes reclaimed, while unclaimed ones are either put up for adoption or put to sleep. Ms Moss feels the message acts as a 'preventive measure' - especially since the school holidays have started and Christmas is round the corner.

She told The New Paper: 'We have not observed any trend previously... that is, no excess abandonment of a particular breed coinciding with the release of similar animal-themed movies.

'But the SPCA feels it is justified now because pedigree dog ownership has been on the increase in recent years.'

Incidentally, a similar message - from producers Walt Disney Company and the American Humane Association - appears towards the end of Beverly Hills Chihuahua and before the credits.

But Ms Maan Villareal, marketing director of Walt Disney Studios Motion Pictures Singapore, said the notice is on all original versions of the film and not in specific reaction to the SPCA's request.

Since opening at No 1 in the US two months ago, Beverly Hills Chihuahua has grossed US$91.6 million ($138m) and is considered a moderate hit.

However, it didn't do as well in Singapore, raking in $487,600 since it opened last Thursday to land in third place behind Madagascar: Escape 2 Africa and Body Of Lies.

Ms Villareal said she hasn't heard any reports about the movie directly boosting chihuahua sales in the US.

She expects Disney's other movie, Bolt, to perform 'very well' locally - even though it disappointingly opened in third place last weekend in the US with US$27m - but feels it's unlikely audiences will rush out to buy American white shepherds because of it.

Bolt opens in cinemas here on 4 Dec, but special advance 3D screenings started this week.

A spokesman of Twentieth Century Fox, which will be releasing Marley & Me on 8 Jan, added: 'We feel that the message of the film isn't at all about encouraging dog ownership...

'(Instead), we see how unpredictable dogs like labradors can be and that it takes a lot of responsibility and commitment to let one into your life.'

Not influenced

Well, Hollywood may be going to the dogs, but Singapore moviegoers The New Paper spoke to don't seem to be biting.

Student Ong Jia Jun, 18, said: 'Although I found the dogs in the show both entertaining and adorable, I don't think it has changed my liking for them, neither has it given me more reason to get an animal, chihuahua or not.'

Housewife Chew Wen Ling, 44, enjoyed watching Beverly Hills Chihuahua with her kids, but it stops there.

She said: 'I'm pretty strict... as I want them to be aware of the responsibility of looking after the animals.'

Madam Chew's daughter, 16-year-old student Chloe Ng, added: 'In a way, (the movie) kind of inspired me to want a chihuahua and it'll be nice to have one, but I don't think we'll get one just because of the movie.'

Pet shops here have also not seen any significant spike in the demand for chihuahuas.

Ms Shirley Poh, sales manager of Pets' Station, said sales have been 'quite consistent' and there's been 'no specific jumps in purchase' for the past five months.

Mr Eric Ee, director of Pick A Pet which operates from several Pet Lovers Centre outlets, said: 'I think consumers now know what they really want, and are responsible enough... Toy poodles are in now, not chihuahuas.'

But Mr Eric Lim, director of Ericsson Pet Farm, reported receiving more enquiries about chihuahuas of late and even 'a few purchases'.

He said: 'Certainly, the movie helps publicise the breed a bit better, and we do get people calling in.'

But even though Singaporeans don't seem to be terribly swayed, the SPCA isn't taking any chances.

According to Ms Moss, chihuahuas are not among the common small breeds that are abandoned (which include Jack Russell terriers, malteses and shitzus).

But she's hoping to avoid having them join the list next year.

SPCA is also considering getting the message screened for Marley & Me and Bolt - especially as the latter features a hamster that's even cuter than the dog.

Ms Moss said the SPCA received about 1,200 domestic small animals for the year ending this June. Recently, on two separate occasions, cages containing hamsters were dumped outside its premises.

Cinema exhibitors say they will continue to support what they feel is an important and worthy initiative.

A Cathay spokesman said it had heard about a phenomenon in the US where many people had purchased chihuahuas after catching the movie, only to subsequently abandon them at pet shelters.

She added: 'We felt we were in a good position to help raise some form of awareness in our country to hopefully prevent a similar situation.'

Shaw's executive vice-president Mark Shaw added: 'This is one meaningful public service which is within our ability to help the cause.'

- Additional reporting by Eoin Ee, newsroom intern