Matt Damon is Not Jason Bourne. An obvious truth I know, but one which seems to need re-stating of late…
I’ve been bemused by more than a few posters for movies of late because of two problems, the second of which concerns Matt Damon. The first problem is ho-hum films with unmemorable titles which make matters worse for themselves by blowing up their equally generic taglines to the same size so that looking at the poster on a bus stop you can find yourself looking at the top and bottom of the poster, and wondering if that new rom-com with Vince Vaughn is actually called The Truth Hurts or The Dilemma, or if Russell Brand is voicing a CGI character in something called Hop or Candy, Chicks, and Rocky and Roll. Now it’s undoubtedly true that good films make their titles memorable even if those titles aren’t particularly great objectively, but that’s no excuse for mediocre films settling for utterly banal titles. Similarly with taglines; how far we have fallen from when taglines like ‘In space no one can hear you scream’ became as famous as any lines of dialogue from the film they advertised.
This seems to display a lack of effort by all concerned that ties into my second problem – incredibly lazy journalism being utilised for incredibly lazy marketing. Green Zone displayed on its poster a quote stating ‘Bourne Goes Epic’. The Adjustment Bureau displayed on its poster a quote stating ‘Bourne meets Inception’. It’s got to the stage now that if Paul Thomas Anderson was to make a companion piece to Boogie Nights starring Matt Damon instead of his lookalike Mark Wahlberg, you would put serious money that some idiot somewhere would obligingly write ‘Bourne goes Porn’ as a handy pull-quote for the poster. Matt Damon is Not Jason Bourne: not every film he makes will be a gritty hand-held action thriller, nor will he be taciturn and amnesiac in every role he plays. Could Hereafter be accurately described as ‘Bourne meets Medium’? This trend is as idiotic as plastering the sentence ‘Indiana Jones meets Perry Mason’ on a poster for Presumed Innocent would have been, and it desperately needs to stop now.
The death of film was loudly declared some weeks ago in an article I may parse in the near future, but, while I don’t subscribe to the idea that Hollywood doesn’t tell stories anymore, I do think it may be accurate to suggest that a malaise of sorts has indeed descended over Burbank. Possibly it’s related to the decline in DVD sales, and a consequent feeling that if everything will just be pirated and watched online for free anyway, then what’s the point of wasting your time designing a Saul Bass class poster with a tagline that will become a catchphrase to entice people to see a film in theatres, when you could just plaster a barely adequate tagline and an inane quote from a pressed for time journalist over a cast photo?
Talking Movies 