Pretty much everyone I know knows how excited I am for 17 Again. However, every time new promo comes out, I find myself questioning if WB is excited for this at all, cause they keep sort of fucking it up, at least in the details. Maybe I'm over-reacting, in fact, it is pretty likely but I can't be the only one to see the problems.
For instance, the trailer.
Admittedly the trailer is entertaining and, so far (at least on ONTD and IMDB) seems to be stirring up interest for the movie. So that part is okay.
But, the devil being in the details here, to whoever created this: seriously you guys used three different fonts? I mean, I know I am a design geek, but really, three different fonts? No one caught on to that serious typographic error?
The first two I can play off as related... perhaps even give it the subtext that the Times Standard font used for '37 years old' is archaic as it is now typically reserved for print material and the Arial/Helvitca family of the 17 in '17 again' is supposed to be young since it is typically reserved for screen print.
However the third cap, the part where the number cycles from 37 down to 17 in the trailer, is where it all falls apart. It is just totally fucking heinous. It doesn't match anything (it is font Trajan Pro) and it ends up making the trailer look so low-rent. Ughghghgh, it burns my eyes almost as much as pictures of rpattzy.
I should mention too, continuing this theme of typographic inconsistency, the font from the poster. It maintains a Arial/Helvitica style '17' but applies it now to the all caps 'AGAIN' as well as adopting a disturbingly HSM3 color palette:
It is too late now, but I really liked the original color palette better. It was fresh and fun and now it is a little too hard and it looks like they are ripping off Zefron's last movie. And did they change the 'again' to all caps Arial to avoid comparison to the 13 Going on 30 poster?
Next topic: the website.
I know the movie is still two months out, but it is seriously lacking in content for us zefronites. There is one trailer. There isn't even the cool BTS thing from like a year ago. Nor do they have the other BTS that has been playing before movie previews. And three not-even-HQ stills?
Not only is the site as thin as Lindsay Lohan on crack, the synopsis apparently missed that last proofreading:
Do you see it? "And in trying to recapture..." happens twice. Yes, I do it too. I go through, editing things, changing tenses, phrase and sentence ordering and things get missed. But I also don't get paid to do this.
I guess I shouldn't be that surprised by this. I've never been that impressed with WB's marketing for Harry Potter movies... but that could be attributed to laziness (or to be generous, frugality), since those movies basically promote themselves.
I have to say, I was similarly surprised by what I thought was pitiful promotion for HSM3. I mean, yes they went all over the world, but why didn't Disney air HSM1 on ABC the week before HSM3 opened, that would have been excellent cross-marketing.
Oh well, I guess that is what I get for not going into marketing.
To make up for this (probably) boring topic that I am undoubtedly taking way too seriously, I give you this: