Weird Pull Quote Theater: 'Where Do We Go Now?'

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by Matt Singer
May 10, 2012 11:26 AM
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"Hysteria"

And now, it's time for another installment of Weird Pull Quote Theater!

FromThe Village Voice, Vol. LVII No. 19

Movie"Where Do We Go Now?"

Pull Quote: "Plucky, whimsical, mildly naughty."

Author: A.O. Scott, New York Times

Original Quote, in Context: "Like a British village comedy of a certain style and vintage, 'Where Do We Go Now?' is plucky, whimsical, mildly naughty and blithely sentimental, giving tragedy its due while holding to an optimistic belief in the goodness and fallibility of ordinary people."

Why It's Weird: Because it's odd to sell a movie for being "mildly" naughty. Here's a case where the marketers probably should have misquoted the critic, because quoting him acurately makes their movie sound less appealing. Who looks at an ad, sees that it's "mildly" naughty, and runs out to the theater? Selling a movie as "naughty" makes sense; selling a movie as "mildly naughty" sounds like an apology. ("No, sorry, it's just 'mildly' naughty. Please don't ask for your money back.")

Also, let's not underrate the weirdness of the top line of the ad, where the plot is described in mildly sensational terms. "Honey, stop folding the laundry!  There's a new movie about the women of a remote Lebanese banding together to cleverly scheme to prevent their men from fighting each other. What's that? No, just 'mildly' naughty. I agree: WE HAVE TO GO SEE IT RIGHT NOW!"

This has been another installment of Weird Pull Quote Theater!

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