Click to Skip Ad
Closing in...
Terrence Malick's Next Film With Ryan Gosling, Rooney Mara & Michael Fassbender Reportedly Gets Titled Terrence Malick's Next Film With Ryan Gosling, Rooney Mara & Michael Fassbender Reportedly Gets Titled Watch: Jake Gyllenhaal Gets Bloody And Bruised In First Trailer For Boxing Drama 'Southpaw' Watch: Jake Gyllenhaal Gets Bloody And Bruised In First Trailer For Boxing Drama 'Southpaw' New Infographic Lays Out Canonical 'Star Wars' Timeline With Films, TV And Books New Infographic Lays Out Canonical 'Star Wars' Timeline With Films, TV And Books First Official Image: Jesse Eisenberg As Lex Luthor In 'Batman v Superman: Dawn Of Justice' First Official Image: Jesse Eisenberg As Lex Luthor In 'Batman v Superman: Dawn Of Justice' Watch: First Trailer For Arnold Schwarzenegger's Zombie Pic 'Maggie' With Abigail Breslin Watch: First Trailer For Arnold Schwarzenegger's Zombie Pic 'Maggie' With Abigail Breslin Idris Elba Replaces Jamie Foxx In Harmony Korine's 'The Trap,' Al Pacino, Robert Pattinson, James Franco Also Join Idris Elba Replaces Jamie Foxx In Harmony Korine's 'The Trap,' Al Pacino, Robert Pattinson, James Franco Also Join 10 Terrible Films Starring Great Actors 10 Terrible Films Starring Great Actors Watch: Tom Hanks Acts Out His Filmography In 7-Minutes On 'The Late Late Show' Watch: Tom Hanks Acts Out His Filmography In 7-Minutes On 'The Late Late Show' Watch: Trailer For 'Fifty Shades Of Grey' Unrated Blu-Ray Edition, Will Also Feature An Alternate Ending Watch: Trailer For 'Fifty Shades Of Grey' Unrated Blu-Ray Edition, Will Also Feature An Alternate Ending New Directors/New Films Review: Jia Zhang-ke Produced 'K' Is A New Take On Franz Kafka's 'The Castle' New Directors/New Films Review: Jia Zhang-ke Produced 'K' Is A New Take On Franz Kafka's 'The Castle' Viggo Mortensen Reveals He Turned Down Quentin Tarantino's 'The Hateful Eight,' Auditioned For 'Reservoir Dogs' Viggo Mortensen Reveals He Turned Down Quentin Tarantino's 'The Hateful Eight,' Auditioned For 'Reservoir Dogs' Watch: First Teaser Trailer For 'Mission: Impossible: Rogue Nation' With Tom Cruise Arrives, If You Choose To Accept It Watch: First Teaser Trailer For 'Mission: Impossible: Rogue Nation' With Tom Cruise Arrives, If You Choose To Accept It Jonathan Nolan Says His Original Ending To 'Interstellar' Was “Much More Straightforward” Jonathan Nolan Says His Original Ending To 'Interstellar' Was “Much More Straightforward” The 50 Best Films Of The Decade So Far The 50 Best Films Of The Decade So Far The 25 Best Films Of 2015 We've Already Seen The 25 Best Films Of 2015 We've Already Seen Best Of 2014: The 15 Best Movie Soundtracks Of 2014 Best Of 2014: The 15 Best Movie Soundtracks Of 2014 The 25 Best Horror Films Of The 21st Century So Far The 25 Best Horror Films Of The 21st Century So Far The 20 Best TV Shows Of The 2013/2014 Season The 20 Best TV Shows Of The 2013/2014 Season From Worst To Best: Ranking The Films Of Hayao Miyazaki From Worst To Best: Ranking The Films Of Hayao Miyazaki All The Songs In 'Pitch Perfect' Including La Roux, David Guetta, Azealia Banks, Nicki Minaj & More All The Songs In 'Pitch Perfect' Including La Roux, David Guetta, Azealia Banks, Nicki Minaj & More

“I’d Never Write Something Like That”: Wally Pfister Says Marketing Team Created Dialogue For 'Transcendence' Trailer

Photo of Kevin Jagernauth By Kevin Jagernauth | The Playlist April 10, 2014 at 11:03AM

The common complaints about movie marketing run the gamut from campaigns that give away for too much before the movie opens, trailers that spoil key moments in the film or just flat out inaccurate representations of what the finished product may be. But the thing is, marketing departments don't care about any of that stuff. Their only job is to make people interested enough in buying tickets on opening day—that's it. So if that means showing the sexiest part of the climatic moment in the film, so be it. Or in the case of Warner Bros., if it means making up dialogue to fit the tone of a trailer, that's what they'll do.
12
Transcendence

The common complaints about movie marketing run the gamut from campaigns that give away for too much before the movie opens, trailers that spoil key moments in the film or just flat out inaccurate representations of what the finished product may be. But the thing is, marketing departments don't care about any of that stuff. Their only job is to make people interested enough in buying tickets on opening day—that's it. So if that means showing the sexiest part of the climatic moment in the film, so be it. Or in the case of Warner Bros., if it means making up dialogue to fit the tone of a trailer, that's what they'll do.

During a panel at the National Association of Broadcasters Convention (via Thompson On Hollywood), director Wally Pfister revealed that a dramatic line in the "Transcendence" trailer—Morgan Freeman uttering “It will be the end of mankind as we know it”—wasn't his idea. 

“...that line is not in the movie,” Pfister told attendees at the panel, saying that WB's marketing team put it in there. “I’d never write something like that.”

It's a startlingly candid admission from a filmmaker and one wonders what else Pfister and the marketing team might have battled over. But the bigger question is what purpose it serves making up dialogue for a trailer that won't be in the film. Is it effective advertising or does it create false expectations? Let us know below.

"Transcendence" opens on April 18th.

This article is related to: Wally Pfister, Transcendence


The Playlist

The obsessives' guide to contemporary cinema via film discussion, news, reviews, features, nostalgia, movie music, soundtracks, DVDs and more.


Check out Indiewire on LockerDome on LockerDome

E-Mail Updates