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'Expendables 3' Trailer: An All-Star Roll Call
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'Expendables 3' Trailer: An All-Star Roll Call

Apr 3 2014, 3:23pm CDT | by

If you thought the trailer dump was over with the end of CinemaCon and the international debut of Captain America: The Winter Soldier , well, Lionsgate doesn’t care about overseas debuts of movies...

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16 weeks ago

'Expendables 3' Trailer: An All-Star Roll Call

Apr 3 2014, 3:23pm CDT | by

If you thought the trailer dump was over with the end of CinemaCon and the international debut of Captain America: The Winter Soldier , well, Lionsgate doesn’t care about overseas debuts of movies with the word “America” in the title. As such, here is the first real look at The Expendables 3  via Yahoo Movies , which was preceded yesterday by sixteen pretty amusing character posters. Via this “roll call” teaser (pardon the French embed, I’ll replace it with an English one when it becomes available) and the character posters (which you can see at the end of this post), Lionsgate is clearly and efficiently selling what its obviously its key asset. The sequel has a boatload of major stars, and the “roll call” marketing scheme is basically just to highlight the expanding cast.

The ongoing Expendables franchise is the prime example of what I would call an “added value element” franchise. Regular readers will notice that I talk a lot about “added value elements” when it comes to sequels to ongoing franchise properties. In other words, in terms in marketing and creating pre-release interest, it behooves you to have something new or unique to sell as opposed to instead of merely having to say “It’s the same… but more!”

Alvin and the Chipmunks: The Squeakquel  didn’t just have the return of Alvin and his buddies, but also the live-action debut of the Chipettes. And obviously The Dark Knight didn’t just sell itself as “Batman Begins 2 “, but as that film where Heath Ledger plays the Joker. Sometimes an added-value element is a major actor or movie star playing an iconic character. But sometimes it’s something as seemingly obvious as bringing back original cast members, as was the case in 2009 with Fast & Furious.

An added value element isn’t always required, witness the success of the original Bourne trilogy which was just Matt Damon doing that thing he does three times in a row to ever-larger box office returns. And it’s usually not required when adapting a novel series which has little choice but to stick to the source material. An added-value element can help shake off franchise fatigue, which is why Transformers: Age of Extinction will be featuring Dinobots.

It can also help rebuild excitement if the previous installment wasn’t that successful (Saw VI was followed by Saw 3D) or if audiences weren’t super crazy about the last installment. The latter is why the next Superman sequel is basically Added Value Elements: The Movie with (deep breath now) Ben Affleck as Batman, Gal Gadot as Wonder Woman, Jesse Eisenberg as Lex Luthor and Jeremy Irons as Alfred Pennyworth.  All of this brings us to the Expendables franchise. Each installment is basically nothing but “added value element” casting.

The Expendables , released in August of 2010 to a $35 million debut weekend, was based heavily on the nostalgic idea of seeing all of your favorite action heroes in one film, except that writer/director Sylvester Stallone was the only old-school action star to be prominently featured (Arnold and Bruce shared a cameo). Thus, the big sell for Expendables 2 back in August 2012 was basically “Here’s what we promised you last time”, with major roles for Arnold Schwarzenegger, Bruce Willis, and Jean-Claude Van Damme , plus a cameo for Chuck Norris.

Now we have Expendables 3, which is selling itself not based on the esteemed reputation of the prior two installments (neither of them are that good) or even their reputation as stalwart action films (nope), but rather based on who came to play this time. And the big “gets” this time are Harrison Ford, Antonio Banderas, Wesley Snipes, and Mel Gibson (as the baddie). Few of the new or returning old-school stars have made much of a box office dent in the last decade, but the alleged thrill of seeing them all together is what The Expendables is all about.

I can’t say whether this third installment will end up in regards to the first two. The first entry made $103 million domestic and $274m worldwide, while Expendables 2 made $88m domestic but $305m worldwide. The film has its usual mid-August release date, but has to deal with Guardians of the Galaxy on August 1st. But if Expendables 3 does end up being another solid hit, it will be for little reason other than the allure of who decided to play this time around.

And you can bet that Expendables 4 will see more old-school action stars (Nicolas Cage? Jackie Chan? Steven Seagal?) joining the mix, with the ultimate “get” arguably being Liam Neeson. As a franchise, Expendables has little to offer other than its “added value elements.”  For as long as it lives, it will live or die by who Stallone can convince to come aboard each time out. Of course, making a really good movie, or even a really strong action picture wouldn’t hurt, but that’s for another day.

Because I’m nice, hit the jump for all sixteen character posters. For what it’s worth, the “cinematic tough guys smile like it’s a Christmas card photo” theme is the kind of offbeat advertising I’m generally a fan of. It may remind some of the closing credits for Con Air, which ironically was directing by Simon West, who directed The Expendables 2. This time around it’s Patrick Hughes at the helm, whose 2010 Australian action flick Red Hill is currently on my “will make a point to watch this before August” list.  The Expendables will be released on August 15, 2014. As always, we’ll see.

 
Update
10

6 weeks ago

RM47mil KWSG contributions still unclaimed

Jun 9 2014 7:54am CDT | Source: Business Times Malaysia

Cambodia's Famous Battambang Circus
KUALA LUMPUR: About RM47 million of contributions in the Teachers Provident Fund (KWSG) still remain unclaimed, the Dewan ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
9

6 weeks ago

Gold shop lost almost RM1mil

Jun 9 2014 3:50am CDT | Source: Business Times Malaysia

Melbourne Rising Media Launch
KANGAR: A gold shop owner lost almost RM1 million after after the safe on in his shop was br ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
8

6 weeks ago

Motion to debate MAS losses in Dewan Rakyat rejected

Jun 9 2014 3:39am CDT | Source: Business Times Malaysia

Federal Aviation Administration Bans All US Flights To Israel
KUALA LUMPUR: AN emergency motion to debate the losses incurred by Malaysia Airlines last year, amounting to RM1.2 billion was rejected by the Dewan Rakyat toda ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
7

6 weeks ago

MH370 Tragedy: Hisham: RM27.6 mil spent on 1st phase of SAR

Jun 9 2014 2:11am CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia spent some RM27.6 million in its first phase of the search operations for missing Malaysia Airline flight MH370, said Acting Transport Minister ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
6

6 weeks ago

9.1m litres of diesel seized in a month

Jun 8 2014 1:11am CDT | Source: Business Times Malaysia

INDIA-CHINA-DIPLOMACY-TRADE
PUTRAJAYA: The Domestic Trade, Cooperatives, and Consumerism ministry has seized some 9.1 million litres of diesel and property worth RM58 million since mounting ‘Operasi Diesel Se ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
5

7 weeks ago

Girl, 9, awarded RM2.78m compensation for medical negligence

Jun 6 2014 4:56am CDT | Source: Business Times Malaysia

Government Weekly Cabinet Meeting
KUALA LUMPUR: A nine-year-old girl who suffered brain damage during her birth at a government hospital was awarded over RM2.78 million i ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
4

7 weeks ago

Malaysia's total trade in April up 12pc

Jun 5 2014 11:52pm CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia's total trade in April 2014 rose by 12 per cent from a year ago to RM123.86 billion due to growing trading activities, International Trade and Industry Minister Datuk Seri Mustapa M ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
3

7 weeks ago

Works Ministry to spend RM20m for upgrading works at 50 accident black spots

Jun 4 2014 11:35pm CDT | Source: Business Times Malaysia

Iskandar Johor Open - Previews
JOHOR BARU: The Works Ministry will implement upgrading works at 50 accident prone locations in the country that have been identified this year involving an allocation of RM20 million ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
2

7 weeks ago

Najib launches loan scheme for Ramadan traders

Jun 4 2014 10:24pm CDT | Source: Business Times Malaysia

EurAsia Cup presented by DRB-HICOM - Day One
PUTRAJAYA: Prime Minister Datuk Seri Najib Razak today launches RM45 million Ramadan Ba ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
1

7 weeks ago

Residents bring up objection against Kidex to Suhakam

Jun 4 2014 4:49am CDT | Source: Business Times Malaysia

PETALING JAYA: A group of 20 Petaling Jaya residents held a meeting with the Human Rights Commission of Malaysia (Suhakam) over their objection against the proposed RM2.2 billion Kinrara Damansara Skyway (Kidex) t ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 

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