Take a gushy adjective from one reviewer, throw in hyperbolic phrases from a few more, mix with a generous helping of superlatives, add three exclamation points, and you’ve got the hottest recipe in movie promotion today: the composite rave. The phenomenon takes single words and phrases from various film critics’ reviews and combines them into one long, glowing blurb — adding footnotes to explain the sources. Though Disney tried this cut-and-paste print-ad concept back in 1987 with Good Morning, Vietnam, the technique is gaining considerable ground today, especially at Universal, where Closet Land and The Hard Way offer the most recent examples of montage blurbs. (Neither Disney nor Universal will comment.) New York magazine movie critic David Denby, whose blurbs have appeared in other footnote ads, sees the technique as ”the latest wrinkle in stupidity” by publicity-hungry studios. ”If you open the newspaper,” he says, ”it looks like movies are a succession of masterpieces. Adjectives are becoming meaningless.”
Posted April 19 1991 — 12:00 AM EDT
- 'Chicago Med' has two new showrunners
- Fox changes name of its new series 'The Frankenstein Code'
- Chaka Khan set for 'Dancing With the Stars'
- Why Wayne Brady freaked out at the chance to play drag queen Lola in 'Kinky Boots'
- 'American Dad!' renewed for two seasons
- Nicki Minaj will open the MTV VMAs on Sunday
- Miley Cyrus addresses Nicki Minaj's VMAs comments in new interview
- 'American Horror Story: Hotel' First Look: 11 EW exclusive photos
- 17 photos of people you forgot hung out at the VMAs
- 24 Movies With Great Opening Scenes
- 'Survivor: Cambodia—Second Chance' Cast Photos Revealed!
- Where is the cast of 'Can't Hardly Wait' now?
- Miley Cyrus, Taylor & Selena, The Voice Crew & More!