Notwithstanding the movie’s climactic high-wire act, the most stunning part of Robert Zemeckis’ “The Walk” is the vision the World Trade Center’s twin towers looming over lower Manhattan, a vivid remind of the cinema’s power to bring the past back to life. That sensation is enhanced by the movie’s ads, which appear feature a quote from Premiere magazine, the beloved glossy that folded in 2007.
Umm, why is there a “Premiere Magazine” quote in the TV spot for THE WALK? Did I miss something?
— Bilge Ebiri (@BilgeEbiri) September 29, 2015
These tv spots for THE WALK keep reminding me how much I miss Premiere magazine.
— Colin Biggs (@WordsByCBiggs) September 29, 2015
Longtime Premiere critic Glenn Kenny, who also blogged for the magazine during its brief afterlife as an online-only publication, was even moved to jokingly wonder if it might have been revived in secret.
My thought on seeing the Premiere logo in “The Walk” TV ad: “They didn’t TELL me? Wow, I really gotta start being nicer.”
— Glenn Kenny (@Glenn__Kenny) October 2, 2015
The explanation, unfortunately, is not so dramatic: As the print ads for “The Walk” reveal, the quote comes from a review by François Grelet in the magazine’s still-extent French edition. Technically, Sony Pictures is on solid ground using Premiere’s logo, although neither my passable French nor Google Translate turns up anything resembling “Be Warned… It Will Blow Your Mind!” But it’s worth noting how rare it is for U.S. ads to quote a foreign publication, especially with a movie like “The Walk” which is hardly lacking for awestruck reviews. Premiere may not have been worth enough to its publishers to keep the doors open, but it’s clear that, even with its entire history wiped from the web, its name at least still means something.