Congratulations to the Focus Features marketing team for creating a trailer that has instantly killed any interest I had in seeing Lone Scherfig‘s One Day (8.19). I was into it initially because (a) Scherfig is an excellent director, (b) how could the woman who made An Education go wrong?, and (c) my constant enjoyment of Anne Hathaway.
The two decisive factors that changed my mind were (a) the patronizingly old-school, talking-down-to-idiots tone used by the trailer’s narrator and (b) the use of the slogan “the enduring power of love.” In other words, they’re selling it to really dumb girls. Thanks, Focus — I can’t wait!
