Jackson Free Press

Many residents of both Hinds and Madison counties spoke out this week against a controversial political ad that played on fears of Jackson's "violent crime" showing prior to feature movies in Malco Grandview Theater in Madison. Malco pulled the ad from its theaters May 11.

The ad uses a road to show the small divide between the city of Jackson and Madison County and indicates what could happen to Madison County if voters do not elect Mark Sandridge as Madison County sheriff.

"Imagine for a moment this road was our county line," the ad's narrator says.

"This side represents one of the most violent cities in the nation. Over here, on our side, one of the most desirable communities in America to raise a family. And there's one candidate for Madison County sheriff that intends to keep it that way: Mark Sandridge."

In an email to the Jackson Free Press, Madison resident Bruce Bancroft criticized the ad. "I would like to say that as a Madison resident, I am very offended by the ad at the Malco Theater," Bancroft wrote. "While Jackson does have its share of problems, I don't know of any central city in a metro area that doesn't. Bashing Jackson serves no purpose other than to incite. Instead, why not offer up solutions to make it and the entire metro area a better place to work and live?"

A May 5 post on Sandridge's campaign Facebook page states that the video premiered at Malco Grandview Theater in Madison May 6 and would appear on all screens before every movie for the next three months.

Several Hinds and Madison residents questioned Malco's decision to screen the ad, after a link to it started showing up on Facebook, Twitter and in a post in the Jackson Free Press' Jackblog. Less than 24 hours later, the YouTube video was closed to comments, after a string of remarks critical of the ad appeared.

Karen Scott, director of marketing for Memphis-based Malco Theaters, said the company was pulling the ad in a May 11 statement. "Our screen advertising is handled by a third party," Scott wrote in an email. "It is the policy of Malco Theatres to not run political campaign ads, and we have requested that this be removed immediately."

Scott would not specify the third party, or if the theater had screened any other candidate's ads.

Sandridge and local Malco Grandview managers did not return calls for comment.

Jackson resident Dorsey Carson, who is running for state representative of District 64, which includes parts of Madison County, said crime is not just a concern in Jackson residents.

"Crime does not stop at County Line Road," Carson said, adding that property crimes are the most numerous crimes in the city, not violent crimes.

In an April 21 statement, the city reported that overall crime in the city dropped 6.7 percent compared to the same time last year, with total property crime down by 3 percent and violent crime down by 27.3 percent.

It is not uncommon for candidates for political office, and their supporters, to campaign using the fear of crime in Jackson. In 2003, both Haley Barbour (for governor) and Wilson Carroll (for Hinds County district attorney) used outdated and inaccurate "dangerous" rankings in their campaigns. In 2009, the "Better Jackson PAC" used a similar strategy in support of mayoral candidate Marshand Crisler.