There’s a lot of marketing involved in the movie business these days, with studios rumoured to often spend half an upcoming film’s budget again – if not a good deal more – in the build-up to that all-important opening weekend.
It was not always thus.
Not too long ago, ‘sleeper hits’ and ‘movies with legs’ would find their audience over time. Nowadays, new releases are effectively caffeine-charged amputees catapulted into the fray at ridiculous speed. The first Star Wars opened in 32 theatres in the U.S. on 25 May 1977, expanding to a whopping 43 screens in the couple of days that followed. And Captain America: Civil War? 4,226 screens. Let that sink in for a moment.
Marketing can take on many different forms, from custom-made viral campaigns to teaser trailers to those ever-spoilerific toy lines. But the humble tagline still stands at the vanguard, adorning movie posters with pithy slogans that sum up their wares in artful, ironic and often hilarious ways.
Some taglines embody the spirit of their films to such an extent that just hearing them brings it all rushing back in a blink, and here are 20 of the very best.