5. Die Hard (1988)
Uhh… No, it isn’t. When John McClane first realizes the plaza building is under attack, one of his first courses of action is to call for help, so the odds won’t be against him. After all, he may want to rescue the hostages and have the training of an NYPD officer, but he’s only human — which is kind of the point.
After audiences had their fill of Stallones and Schwarzeneggers, Bruce Willis breathed new life into the action hero archetype with John McClane. McClane would never refer to crime as a disease with himself as the cure. He would never wax poetic about crushing his enemies, seeing them driven before him, and hearing the lamentations of their women.
So he was clearly a different kind of action hero, and Die Hard was a different kind of action movie — which would seem like its main selling point. But no, the tagline makes McClane out to be no different than the larger-than-life meatcakes before him. How often do you see a tagline that actively negates what the movie has to offer?
4. Psycho (1998)
The necessity of Gus Van Sant’s practically shot-for-shot Psycho remake was and always will be questionable at best. It certainly doesn’t help that its tagline depends upon audiences’ foreknowledge of the original film to work, and implies that little will be different this time around. How exactly does one expect to sell tickets by saying, in effect, “You’ve already seen this before”?
3. Yogi Bear (2010)
Come to think of it, I don’t really feel like dwelling too much on this one. All I’ll say about it is that the poster doesn’t help matters. Moving on.
2. Clockstoppers (2002)
On its surface, the tagline “What if you had the power to stop time?” is merely boringly simplistic. But given that this movie is targeted at teens and preteens, it really becomes a problem.
It insults the intelligence of the one group of people who really don’t want their intelligence insulted, and would prefer to be treated as reasonably mature whenever possible. “What if you had the power to stop time?” is so lacking in nuance that it sounds more fitting as a premise to a Saturday morning cartoon rather than a movie that adolescents wouldn’t be embarrassed to be seen watching. It also sounds like the prompt for a school writing assignment.
On the plus side, however, this tagline can inspire you to create taglines of your own that follow the same format. “What if you could enter someone else’s dreams?” “What if your daughter was possessed by the Devil?” “What if your family started to draw you into organized crime?” “What if the ghost of your father visits you and claims he was murdered by your uncle so he could be crowned King instead?” Have fun!
1. Contact (1997)
Let’s get this out of the way first. I liked Contact. Yes, even the ending. But this tagline… It’s a matryoshka doll of terribleness. Where to start?
First, there’s the overall structure. A tagline consisting of multiple paragraphs is not unheard of, so long as there is an overarching focus. Nothing of that sort in Contact‘s horrifically disjointed tagline: It meanders listlessly from one possible point of interest to another. It’s as if the marketers resorted to throwing random bits of what could pass as a tagline on the poster to see if anything would stick.
Furthermore, bombastic claims about the film’s epic scope are far too vague to leave any impression. Messages from deep space and journeys to the heart of the universe could be featured in anything from a space opera to a gory extraterrestrial monster movie.
And as for who will be the first to go, why should anyone care if they’re not yet familiar with the plot? The question is of little importance, as they haven’t been introduced to any of the characters and see no reason to root for any of them in particular. And why is this such a point of contention anyway, as potential viewers are unfamiliar with the context of the issue and don’t understand why everyone who wants to go can all go at once?
For a story about a woman overcoming the odds to explore different worlds, communication with extraterrestrial civilizations, and humankind’s place in the universe and potential to better itself through science, the tagline causes it to come off as boring.