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Angelina Jolie's 'Maleficent' Gets A Final Trailer
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Angelina Jolie's 'Maleficent' Gets A Final Trailer

May 7 2014, 3:45pm CDT | by

My six-year old daughter really wants to see this. I know that’s no scientific measurement for box office success, but she really REALLY wants to see this. She asks me once or twice a week about...

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11 weeks ago

Angelina Jolie's 'Maleficent' Gets A Final Trailer

May 7 2014, 3:45pm CDT | by

My six-year old daughter really wants to see this. I know that’s no scientific measurement for box office success, but she really REALLY wants to see this. She asks me once or twice a week about when she’ll be seeing Walt Disney’s Sleeping Beauty revamp, to which I explain that it opens on May 30th (now May 28th it would seem), but hopefully we’ll see it a week early, give or take. What’s interesting about this final trailer, aside from the fact that it runs just 62 seconds, is that it is the mostly explicitly kid-friendly sell thus far. It has a mostly friendly narrator and most of the imagery is either animated or shots of Elle Fanning going about her doomed business. Point being, there isn’t a ton of what would qualify as “frightening images.”

This trailer, which is short enough to run on television as well as theaters (preceding this weekend’s Dorothy of Oz and next weekend’s Disney production Million Dollar Arm), is very much doing the whole “this won’t scare your kids” sell. That’s more important than you’d think. Even in an era when very young kids see PG-13 action fantasies like Transformers or Divergent, there is still a concern about making sure that the nation’s parents don’t think their kids will be traumatized seeing Angelina Jolie as Maleficent doing her various acts of evildoing. The weekend Mirror, Mirror opened, I was deluged by questions from parents asking if the PG-rated Snow White adaptation was in-fact okay for their young kids. We live in a PG-13 world, so even what should be kid-safe material is often viewed by parents with a skeptical eye.

Sam Raimi’s Oz: The Great and Powerful had an easier time of it since most of its imagery was in broad daylight and filled with bright and robust colors. Maleficent is a much darker picture, shrouded in black and grey. And quite a bit of the marketing up to this point has been as much about targeting older (presumably female) audiences as it is about going after the kiddie demographics that will make or break the $200 million picture. Jolie, arguably one of the last old-school movie stars left, starring as (arguably) Disney’s most iconic villain, has an obvious star+concept appeal, but it won’t matter much if parents are worried about their kids crying and wanting to leave the theater.

As such, this trailer has as non-threatening a voice over as they can get away with while still selling the “Watch Jolie be super evil!” shtick that has motivated most of the marketing, if not the green-lighting of the picture from the get-go. Obviously Mark Elliot is much too jovial, and this frankly sounds like a lighter version of George Del Hoyo’s standard read, although I may be mistaken. So we get just enough PG-rated creepiness, complete with music that is more action-centric than scary and a reading of the title that is almost friendly. I’ve talked a lot about how films cut trailers for different audiences, and especially about how PG-13 action films get weirdly kid-friendly trailers. This is a hybrid of such, a trailer for what is technically a kid-friendly feature that is intended to reassure parents of the film’s kid-friendly nature.

Anyway, I presume Disney will start screening the film soon enough. It’s got its rating (PG) and its running time (135 minutes) locked down, so now all that’s left is for the press to feast their eyes on the troubled production. My daughter can’t wait. Which means in turn that I can’t wait either. Walt Disney’s Maleficent, starring Angelina Jolie, Elle Fanning, and Juno Temple, opens May 28th. 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 Rakyat was told ...
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

Sydney FC v West Ham United - Football United New Zealand Tour 2014
KANGAR: A gold shop owner lost almost RM1 million after after the safe on in his shop was broken int ...
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 reject ...
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, Datuk Seri Hishammuddin Hussei ...
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 Selatan’ in the southern states last ...
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 in ...
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 ...
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 ...
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 Bazaar Scheme ...
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 ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 

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