"We're just getting started"
Sunday, September 20, 2009 at 1:44PM And how that little sentence ruined the movie trailer.
Gerard Butler and Jamie Foxx in Law Abiding Citizen, the most recent perpetrator.
The purpose of a trailer, or teaser or whatever is simple: provide a quick synopsis of the story, while at the same time hyping up the audience for all the stuff they haven't yet seen.
It's exciting, you know? It's like "Here's some of the cool stuff you'll watch if you come to this film! See, that guy just hopped out a window! Oh man! Did that car just explode? Holy FUCK, I wasn't expecting that dude to be a bad guy!"
The trailer throws so much at us that it almost feels as though we've seen the whole thing already by the time we actually pay to watch. And in most hollywood cases, we have. But that's not what the studios want us to think. No, trust them, you may have just seen three generic explosions, two stereotype characters, and one trite, predictable plot, but that's just the jumping-off point! The movie itself has more, cooler stuff! Tip of the iceberg - "We're just getting started!".
What exactly is the problem with a line like this? Well, to me it's a lot of things. Firstly, it's a fail-safe. It's the director of the trailer saying "Ok, well you didn't think this stuff was original? You're still not convinced about giving us your time and money? Well, I swear there's even better stuff, we just couldn't show it because it's violent/racy/spoilers."
Secondly, it's cheap. It's easy hyping - a sentence that is so ingrained into our minds to mean "awesomeness is coming" that a trailer doesn't actually have to show anything cool at all to get the desired effect. I'd be interested to see a spot made for an non-existant film using ONLY trailer tropes. People riding on the tops of trains, and jumping off buildings, and the only lines saying things like "It's only the beginning" (Which BTW, is used in The Surrogates commercial in Canada, I just can't find a link.)
Thirdly, and most importantly, who says that in real life? Ever?
I thought that G.I. JOE was the most recent film to pull this shit, hoping it would be the last. But of course, turning on the TV this morning and hearing for the first time of the film Law Abiding Citizen I realized I was profoundly mistaken.
Seemingly about some sort of serial killer who manages to bump people off even from jail. The climax of the trailer arrives when, while in prison (I think) he looks up at Jamie Foxx and chuckles out the famous phrase.
Oh no wait, he said "I'm just getting warmed up." That's totally different.
Does it work on you? Sure does on me. Man, all the hairs on the back of my neck got little stiffies.
There's two explanations for the line being in just about every thriller/action/horror movie in existence. Either A) Some studio executive, from a swivel chair deep in the heart of his volcano base has mandated it be put into the script specifically for the trailer, or B) There's an army of screenwriters out there, who actually think that it's a compelling thing for an antagonist to say.
If there truly is such people, it raises questions about them. Are they twelve? Are their ideas of a good film anything that has a Fox Atomic logo or a Narrator's voice in the first five minutes? Are they continuing to find employment?
Or, are they actually funny, switched on writers who are being ironic by throwing in these hard-boiled lines as a throwback to flicks of old?
Maybe. Hopefully.
-K
J.Mack |
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