Tag Lines
Lights up. A Gazebo in Montclair NJ. We are outside, the sun is shining and the Gazebo lies in a small square with grass and lamps and benches. There are three men in old-timey suspenders and button down shirts sitting in the Gazebo, which has three sides taken up by benches and one exit that leads downstage directly towards the audience. Directly facing the audience, sitting on a bench with his head down and his arms on his leg, is Tom. Tim sits up on the elevated fence on the right side of the Gazebo. Thom lies across the left side bench in the Gazebo, his face pointing towards the audience. All of the men look bored. Long Pause.
Tim: Okay. How about- “Women and Children First.”?
Thom: What?
Tim: Women and Children First.
Thom: Women and Children First? That’s what people say on boats.
Tim: Yea, cause this movie is all about a young woman and these two kids having to do something heroic and independent. On a boat it’s women and children first because women and children are so often perceived to be the weakest members of our society, the ones who are most in need of aid or protection, but in this movie a woman and some children kick some ass, so when the slogan is “Women and Children First” it evokes the implications of weakness but then subverts them because of the subject of the movie. It’s sophisticated.
Tom: (without looking up) That’s a terrible tag line. It doesn’t draw people in, it doesn’t pique their interest. It’s gotta be something manipulative, like, “Sometimes all it takes is a little Imagination.” Something extremely vague, but not that vague.
Thom: He’s right. People don’t need to know what it’s about, they just need to know that they want to see it.
Tim: So I should stop thinking along the lines of cleverness-
Tom: Definitely, cleverness is your enemy right now. Think dumb dumb dumb. Boil humanity down to its basest instincts and desires, and then try to appeal to those with this tagline. If there’s a way to imply to people that seeing this movie will somehow get them laid, then we need to find it. Are you getting more of a feel for what this should sound like?
Tim: Yea, so something more like….okay- if the poster is the picture with the kids in the circle and the older girl is kind of looking at the camera all coy- the tag line can be: “They Have a Secret…” which is like extremely vague, and suggests that there’s something interesting, and men will look at the girl’s face and the tag line and they will automatically think dirty things, especially if we put some dot dot dots after the word secret.
Tom: Exactly.
Thom: Amazing. That’s a beautiful tagline Tim. The best thing about it is that it’s innuendo, which means it isn’t clear that it’s there on purpose, and men will think that we didn’t intend for it to be taken that way and they’ll feel guilty and the movie will stick in their minds even more. You’ve found a way to turn a terrible kid’s movie into a complex psycho-sexual male trap.
Tom: Really Tim, bravo. Okay, so now we have three good ones, and we need ten. Long pause.
Thom: Alright…”What once was can never again Return.” Short pause. Tim and Tom burst out laughing.
Tim: Exaggerated British Accent What once was can never again return!!!
Tom: Thom, we don’t need to get all complicated. This is a movie in which, during a crucial scene, a young child hides a crystal ball in a talking Unicorn’s ass. We’re not trying to win any Oscars here!
Thom: I don’t even know what’s so complicated about that line.
Tim: It just sounds fancy! Like the word “Eviscerate” It means the same thing as the word Disembowel, but it just sounds fancy. Disembowel sounds scary, and gory. Eviscerate sounds like it could somehow involve tea and jam.
Tom: Pointing at Tim This kid is smart.
Tim: Oh, thank you!
Thom: I don’t understand why we don’t just use the tagline from the book-
Tom: Because a book is a book and a movie is a movie. You wanna know why? There’s no reason, it’s completely arbitrary. Everything’s arbitrary Thom, the movie isn’t real, our jobs are empty, our lives are meaningless, and we’re all gonna die. Is that what you want to hear? Because we can wax philosophical all day but sitting here in this God-forsaken Gazebo farting about existence isn’t going help us to get this project finished.
Tim: Ha! Farting about existence.
Thom: All I’m saying is that if we’re not trying to think of tag-lines that people will like or care about, if our goal is to write something that people can look at and it won’t make them think even a little bit, wouldn’t the easiest thing for people be to just have the same tag-line as the one on the book?
Tim: That does kind of make sense.
Tom: Thom, can you not try to fill his head with misconceptions right off the bat? The tag-line isn’t really for the people, it isn’t an effective enough marketing tool to be. We are about as important in the grand scheme of this movie as the graphic designers who make the packaging of DVDs when it goes to DVD three weeks after it fails in theaters. The reason we do this is for the executives. They have created a ritual, a cinema ritual, and the production of every movie must obey that ritual. Tag-lines are a part of the ritual and regardless of their actual efficacy we must write them.
Tim: So we’re trying to write these to appeal to the most wide ranging demographics of people, to make them as palatable to mass consumption as possible, and we’re doing so with full knowledge that we’re not actually doing it to entice consumers, we’re doing it to satisfy a ritual?
Thom: Yes. In an hour what’s going to happen is I’m going to call Mellman and tell him I’m sorry but our car broke down, and we won’t be able to make it to the meeting, but we have spent the last 3 hours frantically coming up with some sentences that will by no means be the deciding factor in whether or not anyone sees this movie but they do sound good right? And he’ll say yes, they do sound good, thank you. In exchange for doing what you have, I’m going to write down some numbers on a piece of paper and mail it to you and the three of you will be allowed to continue living.
Tom: Yea, pretty much. Let’s get back to work. Long pause. All go back to staring. Okay. How about: “Some journeys were never meant to end.”
Tim: Ooooo, I like that!
Thom: Yea, it’s good.
Tom: Okay good, that’s four.
Tim: I’m unclear as to why we need ten. Don’t we really only need one?
Tom: Well the way this works is ideally we would have one that we just love, one that strikes us all as THE one right off the bat, so we throw out ideas hoping we’re going to strike gold but in case we don’t we compile our ten favorites and then whittle that list down.
Tim: Okay-
Thom: You know I grew up here? Pause.
Tom: No? Why?
Thom: I grew up here. Montclair New Jersey.
Tom: Why are you bringing it up?
Thom: I mean it’s funny. That we’re here. And not somewhere else. Our car didn’t just break down in the center of “some town,” it broke down in the center of my hometown, Montclair NJ. It’s significant.
Tom: How about: “A Child’s Laughter?”
Thom: What? It is! It could have broken down somewhere else, but it broke down here-
Tim: I don’t think so. How about: “Cat’s out of the bag!”
Thom: So what’s interesting is that for you guys this place is just some place that we need to get out of, but I have complete orientation to my surroundings, I have memories attached to everything-
Tom: No, it’s too goofy. How about: “A Battle For Time Itself.”
Thom: Guys! Listen to me! Do you realize, that I know this Gazebo?
Tom: You know this Gazebo?
Tim: Are you and the Gazebo close?
Tom: Does the Gazebo have a friend you could introduce me to?
Thom: Stop trying to drown me in arbitrariness!
Tom: Are you having some sort of nervous breakdown?
Thom: No, I was just thinking that when I was a child I had a lot more confidence in people. Now I have confidence in a person, but I used to have confidence in people. I think I hate people. I think this job trained me to hate people. We have to kind of lump everyone into this great awful mass and then try to manipulate the mass, so we have to boil all of human existence down to its basest elements, the most widely shared traits, and those are always the most degenerate, negative traits. We treat people like hideous perverted monsters. Even the idea of manipulating people elevates us to this sort of supra-human status.
Tom: False. The first rule of advertising is that you’re not better than anyone just because you know how to manipulate, because with the power to manipulate comes the knowledge of how easily and how often you yourself are manipulated. The one thing I know is that I don’t know anything.
Thom: Well what I’m saying is that we don’t give anyone any credit, and that’s the way it’s always been. But what if we took it the other direction. Gave people more credit. Instead of blurring our definitions of people until all of them are the same, let’s focus our vision until the images get so sharp it seems like none of us are even the same species. Let’s make the tagline so idiosyncratic and specialized that it could have been written to appeal to one person rather than everyone.
Tim: Why would we do that?
Thom: Because it would be respectful. It would be genuine, we wouldn’t need to trick people, we would say here’s what we got and here’s the best way we could present it and we hope you like it and people will see that we’re treating them like people and not demographics and they’ll make the journey with us, you know?
Tom: That is of course not going to work.
Thom: Why not?
Tom: It sounds pretty. It’s very idealistic. It’s an adorable sentiment, and it is, of course, not going to work.
Thom: Opens his mouth to speak but the abrupt entrance of a man in a suit holding a paper bag and coffee cup causes him to cut himself off. The man walks briskly towards the Gazebo and steps inside. The gazebo is small enough that this is awkward. He sits down right in their midst and begins eating. The three advertisers look at each other angrily. This man has invaded their space and made them uncomfortable, and they do not quite know how to handle it.
Man: Afternoon boys! Havin a good old POWWOW are we? Well don’t mind me, I’m just grabbing a seat and have my afternoon coffee and donut. Long Pause
Man: Oh, don’t mind me, you can just go on ahead doing whatever you were doing, don’t be shy.
Thom: blankly We weren’t really talking about anything.
Man: Well nothing’s as good a thing as any to talk about am I right! Hahaha! What a beautiful day we got here eh?
Tim: Yea.
Man: I tell ya! Not a cloud in the sky! This is the life eh boys? Sun in the sky, donut in my hand, what more could you ask for am I right?
Tom: Yea.
Man: I can’t even tell you how much running around I have done today and how good it is to get off my feet, you know that feeling where all you do all day is run from place to place and you can feel your feet saying hey help us! And there’s nothing you can do, and then finally that first time you sit down-Ahhhhhh.
Thom: Yea.
Man: Say, what line of work you fellas in that you can just be hanging round a Gazebo in the middle of the day?
Tom: We’re ad men. We make commercials, billboards, stuff like that.
Man: What a profession! Bet you must know tons of tricks for getting money out of guys like me huh! He laughs hard and the others laugh politely So what are you advertising right now?
Thom: We’re trying to come up with a slogan for a movie called “The Lock,”
Man: “The Lock?” Now what’s that about?
Tim: It’s about a young woman who is hired as a nanny for these two aristocratic children, a boy and a girl, who live out in a mansion in some foggy town somewhere, in like the late 1800’s, and it turns out that there is a box in the house with the power to make people immortal. And an evil Baron tries to steal and use the box but he can’t open it because it’s got this giant magical lock on it that requires a special key. And basically at the end of the movie it turns out that the little boy conjures the key with his mind because he’s part of some lineage of great warriors. It’s kind of hard to explain.
Man: Wow. Well- it certainly sounds like Imagination is Key in your movie eh? He breaks out in another fit of laughter as the ad men look at each other wide eyed. Lights down.