Original Quote, in Context: [From a conversation between members of the Critics Academy about a film that won an award at the Locarno Film Festival.] "It was really bad. I do not understand that decision. If you give a prize like that, you have to really believe in your decision. There was hardly anyone watching this film. Some people left, a lot were asleep. I would have walked out if I hadn't been writing a piece about it."
Why It's Weird: Because it's a negative quote from a negative review of the film. This sort of thing has been done before (for the second time today on Criticwire, I'll link to David Lynch's infamous ad for "Lost Highway") but it is still pretty rare. Here's what Beatrice has to say about her quote appearing on the poster for a movie she disliked:
"In the good spirit of William Castle, master of making mediocre films but marketing them with tons of gimmicks, I think the 'Ape' guys pulled off the best advertising campaign that they could possibly get. I wish their film was half as clever.
"When I was approached by the filmmaker and asked if he could use my quote I was reluctant at first but then thought it would actually be quite interesting to see what will happen. However, I also thought they would put up a bunch of quotes that would probably give a range of opinions. So, yes I was very surprised to see it featured in bold letters on the top, and to see it is the only quote on the poster."
"The best advertising campaign… I wish their film was half as clever!" Beatrice just gave them the pull quote for the back of their DVD!
This has been another installment of Weird Pull Quote Theater!