LOVE, Kloudiia

Please off your mobile phone – the trailer will tell you. But, you can still munch your pop corns and nachos. Just don’t do it too noisily. Thank you.

Have you noticed that many variations of “shutting off mobile” trailers that are showing up on cinema screens since the past year? Because there is no other message than to ask movie goers to off their mobile or at least turn it to silent mode so that everyone one, including you, will be enjoying the movie without noise, trailers have to get more and more creative with their concepts.

And don’t we all know that besides sending out this message, the trailer works as an additional promotion device for the upcoming movie. Hence, the producers are not taking this short, possibly about 1 minute or so, clip lightly. You know as well as I do that the shorter a presentation is, the bigger the challenge to achieve its desired effect within the time frame.

In this case, its a multi-prong strategy. Make audience laugh, get them to off their phone and leave an impression deep and long enough for them to want to go back and see the real thing – the movie. 

I wonder when will the day come when they will come out with an award to choose the best loved, most hated and most creative production. One that is akin to the consumers choice for advertisements.

If there is one category for the funniest, then I’ll probably root for the most recent one I saw. Yes, from my title of this post you’d probably have guessed as much.

With the most simple setting of only a hospital bed, Mark Lee and Henry Thia, the duo played on a corny sentence that is just enough for a laugh, yet not too much of an arranged humour. I thought this idea is novel, and frankly Stuart and I did have our 20 seconds laughter after that.

In case you’re wondering if Jack Neo is coming up with a new movie so soon after the latest release, the answer is yes. That clip is for the sequel to “Money No Enough“  that was a box office hit when it was screened ten years ago. Ten years ago! Gosh, isn’t this a perfect time to see how the local movie industry has improved over the decade?

Alright, if you haven’t seen this mobile phone clip and you’re wondering what I’m talking about, maybe you can keep your eyes peeled on the big screen if you’re heading to the cinemas soon.