Why Some Movie Titles, Taglines, or Trailers Give No Hint About the Story or Are Misleading

Movies can often be marketed in a way that is both captivating and somewhat misleading. This practice, while clever, can leave audiences confused and disappointed. Two classic examples to illustrate this are the Coen Brothers' No Country for Old Men and Hulk by Ang Lee.

The Coen Brothers' No Country for Old Men

The promotional materials for No Country for Old Men initially paint a picture of a simple, straightforward Western tale. The poster suggests a wild goose chase over some money or possession, possibly set in the Wild West. The tagline also alludes to a typical good-versus-evil story with top-tier casting and direction. However, as the movie unfolds, it becomes clear that the narrative takes a sharp, unexpected turn.

The title, No country for old men, initially hints at a story about an older character facing threats. This leads viewers to expect a typical Western with a focus on a hero, a villain, and a chase for money. But the Coen Brothers masterfully subvert these expectations. The real focus of the film is not on the chase, the hero, or the villain. Instead, it centers around the theme of old age and its place in a rapidly changing world, as embodied by the character of Tom Mix's portrayal of an aging sheriff in No Country for Old Men.

The movie’s climax, which surprises many viewers, is completely unrelated to the chase and the pursuit of money. The opening action scene, where the hero is killed off, sets up a scenario that is then completely deconstructed. The true story is about the aging sheriff who realizes the world has moved on without him. The tagline and postering worked because they set up a traditional Western narrative, only to subvert it. This is a prime example of how misdirection can be used to great effect in film marketing, leading to a more rewarding and unexpected viewing experience.

The Misleading Marketing of Hulk by Ang Lee

Similarly, Ang Lee's film Hulk initially appeared to be a straightforward adaptation of the comic book, promising plenty of action and destruction, and a green-skinned superhero. The poster and trailers showed only the surface-level elements of the story, hinting at a typical superhero narrative with potentially explosions and CGI action.

However, when the film was released, it took a decidedly different turn. Hulk delved into the more personal and psychological aspects of the character, focusing on a man with deep-seated father issues and personal struggles. The green superhero was less about the sight of the character as a monster than about the emotional journey of the protagonist.

The Case of Michael Clayton

Another great example is the 2007 film Michael Clayton. The title tells viewers nothing about the story, as it only mentions the main character's name. Yet, the film is a critical and commercial success, thanks to the star power of George Clooney. The title’s lack of detail worked because audiences were drawn in by the well-known actor and their expectations were then met with a high-quality film that explored corporate intrigue and ethical dilemmas.

On the other hand, the film John Carter, which star Taylor Kitsch, did not fare as well. The movie’s original poster and trailers also hinted at a typical superhero action film. However, the film did not deliver the type of narrative that audiences were expecting, leading to mixed reviews and a less successful reception.

Celebrating Misdirection and Innovative Marketing

Misdirection and clever marketing can thus be powerful tools in the film industry. They can set expectations, build anticipation, and ultimately surprise and delight audiences. The Coen Brothers, Ang Lee, and George Clooney are all masters of this art. By setting up their stories in a way that misleads, they ensure that their narratives remain engaging and unpredictable, rewarding audiences with fresh and unexpected storytelling.

Whether you love the surprise of No Country for Old Men or the depth of Hulk, these films show that sometimes, a bit of misdirection can lead to one of the most rewarding and unforgettable experiences at the cinema.