“the torch” #28 – in the crux: Trailers

These days there is an art to almost everything, it seems, the “art” of investing, of housekeeping, scheduling, or even relaxing. How about wrapping, then? This argument can be stretched, of course, indefinitely if need be, but what is being addressed is the issue of marketing and, to be more specific, the question of packaging and advertising a film – most pointedly by way of a striking preview to launch a substantial theatrical release. Japanese culture is known to hold some rather eclectic views about refinement in marginalia or aspects of life elsewhere perceived too common or obscure, and the opening scene in Matthew Barney’s “Drawing Restraint 9” might provide a clue to just what such visual origami could be: your meticulously crafted trailer.
All art eventually will attest to the degree of skill that brought it forth and so to match appearance with a substance matter is as well an ethical task, betraying honesty. Be careful, then, what you sell your film by (and for) – argues: “The Torch”.

(pic©mo)