'You'll believe a man can fly.'
Loglines are used by screenwriters to sell their movie ideas to studios and production companies, whereas taglines are one-liner set-ups for the finished movie, designed by marketing teams to sell the film to audiences. In both cases, their purpose is to pitch the movie and get people excited. Over a century of cinema, this necessity has given the world some taglines that have become almost as memorable as the movies themselves.
Today, studios focus their attention on franchise films with a proven track record of earning the amount of money it would cost, instead of championing as many original ideas as they used to. Franchises such as The Avengers may have saturated the range of the cinematic landscape over the past decade, but as its star Anthony Mackie admitted, “There are no movie stars anymore. Like, Anthony Mackie isn’t a movie star. [His character] the Falcon is a movie star.
The recent shift towards prioritizing franchise cinema and movies based on I.P. is not a sustainable practice, as obviously, every known entity needed to be pitched and marketed in the first place to gain its current status. Every now and again, the modern-day movie star will be hired by a studio to promote their rare mid-budget movie, at which point a tagline's power become paramount.
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