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Fans make Lionsgate's Stallone trailer expendable

July 13, 2010 |  7:35 pm

Often the moviegoing public looks at how a studio is marketing a movie and says "We can do better." And then, sometimes, they go out and do just that.

There’s nothing painfully wrong with Lionsgate’s trailer for “The Expendables,” which you can see here. But there’s nothing especially good about it either. There’s far too much wind-up before it gets to the action shots for a movie that mainly appeals to men, and certainly far too much pseudo-patriotic mumbo jumbo. (“They must make the ultimate sacrifice for a chance to change history.")

Not so for the imaginative fan trailer above, which is starting to get some nice traction on the Web. The rave-up Andrew W.K. song, the cut-straight-to-the-testosterone pacing (and the quick cuts when it gets there) and, most of all, the good-natured battle-of-the-sexes, take-back-the-box-office conceit. Moviegoers don't necessarily shell out $10  to make a statement of masculinity. But the play to that sentiment is brilliant -- it's exactly what the movie does, after all -- and far more persuasive than the tepid, hit-all-the-right-focus-group notes.

Studios aren’t about to turn over the marketing keys to fans. But sometimes the fans take it anyway, Stallone-style. And when they do, it can be a beautiful thing.

--Steven Zeitchik

Twitter.com/ZeitchikLAT

Video: Fan trailer for "The Expendables"

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Comments () | Archives (7)

The comments to this entry are closed.

I suddenly feel like eating steaks and fighting bears.

Great trailer. But that still won't make me waste $12+ on a really bad movie during America's worst economic downturn since the 1930s.

And how is the worst governor in California history allowed to make cameo appearances in studio productions when he can't even get the state legislature to agree on a budget by the budget deadline mandated by the state's constitution?

Oh wait. Its Chinatown, Jake. Fuggedaboutit.

My chest hair just grew a beard.

And the video is gone

"This video is no longer available due to a copyright claim by Motion Picture Association"

Damn MPA....

"And how is the worst governor in California history allowed to make cameo appearances in studio productions when he can't even get the state legislature to agree on a budget by the budget deadline mandated by the state's constitution?"

Not too insightful, this guy. how is he supposed to make the Legislature, dominated by the opposite party, agree on a budget? Shoot one a day until they pass his budget? Go back in time and kill them as children?

He is far from the worst governor in California history. As we will see next year, the office is a weak one and the governor is fenced in by voter mandated spending and limited in the taxes he or she can raise.

Sorry Sylvester and Lionsgate - I am a state employee and will not see anything that Arnold is in for the rest of my life! I would encourage all state employees to boycott anything involving him and his egomaniacal ways. "The Expendables" - perfect title. That's what he thinks of us. As far as the worst gov title, I can't say for sure since I have not worked for all of them. I do know that using 250,000 people and their families as pawns for your personal agenda certainly does not speak well of your leadership or your personal integrity. Defend him if you must, but I hope that you do not live in an area where business and subsequent revenues (for things like schools, roads, police and fire protection) are fueled by state employee salaries. Closed businesses and foreclosures in my community skyrocketed when the third furlough day hit. Private sector here may not have been fans of state employees, but they learned in a hurry that they sure missed our dollars when we were not spending.

BOYCOTT Stallone he is a very bad actor, this movie is terrible and has made some rude comments about other countries


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