Why are movie-character blogs so bad?

Using Elizabethtown, the new Cameron Crowe movie with Orlando Bloom and Kirsten Dunst, as an example, Movie Marketing Madness weighs in on the concept of character blogs. The Elizabethtown site has a section called “Claire’s America,” which is supposed to be a blog written by the Dunst character, a flight attendant, about her travels around the country. Not surprisingly, says MMM, it isn’t very good: “Almost no character blog I’ve come across has come anywhere near sounding like a real person or like it wasn’t written after hours of drafting and revisions by a team of marketers.