Day 4: At Cannes, What's Your Tagline? | Arts & Culture | Smithsonian
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Day 4: At Cannes, What's Your Tagline?

Beyond the red carpet and glamorous stars, films are boiled down to a mere few words, some more memorable than others

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Suzanne has had to leave Cannes. "Saving Luna" is showing at a festival in the Canary Islands and she's been invited to present it. Easy work, I think. I may be wrong.

So now I'm alone in this bustling place. But that's ok. I have a lot to do -- at the computer.

Our sales agent here, Rob Straight of Horizon Motion Pictures, has given out all the preview DVDs of "Saving Luna," so I spend much of the day burning new ones on my laptop. This is the romantic life of a filmmaker at Cannes: sitting at a computer, copying disks. Still, it shows that that Rob has generated plenty of interest in our film.

I've been looking at posters for other films in the market. Titles are always fun, but what catches me are the taglines, teasers that tell you a bit more about the story than the title. The tagline helps sell the film to audiences, so great care is taken to shape it. People spend weeks trying to come up with the right words. For our film, the hero is a whale, so the tagline is this: "A life does not have to be human to be great."

The tagline helps sell the film to audiences, so great care is taken to shape it. People spend weeks trying to come up with the right words. But seeing so many warnings, philosophies, and threats all in one place warps my mind. So I've taken the liberty to arrange a few of them from my notes, under a tagline title from the film "Give ‘em Hell, Malone."

Hard to love . . . Harder to kill

We know who you are, and we know what you've done.
Don't be surprised if you are addicted to fear.
Once you have seen this movie you will never drink out of a plastic bottle again.
Start running.

When love is money
When a media war turns explosive
Sleepwalking can be deadly
Start running

Bite for the right to party
Never trust a corpse
Live to love . . . die to return
Start running.

When the lights go out . . . the feeding begins.
There's only one way out
Almost everybody is going to die very soon.
Start running

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