Opening with the most oft-repeated opening line in the history of film advertising, the clever new trailer for Lake Bell’s “In a World…” (which debuted exclusively on Yahoo! Movies) recalls the hilarious high-concept promo for the 2002 Jerry Seinfeld standup docu “Comedian,” with one key difference: all of the sound-booth footage is actually in the movie.
Frankly, it doesn’t get much more meta than a movie trailer for a movie set in the Hollywood movie-trailer industry. But then, before Bell came along and did it, no one had thought to set an old-fashioned romantic comedy in the odd, insular world of preview narrators. Bell plays a vocal coach — and daughter of the trailer biz’s reigning voiceover champ (Fred Melamed) — clumsily trying to make her way in a field dominated by men.
By circling back to recording sessions and scenes of characters quoting lines from trailers (including a hilarious bit in which Bell’s character angles for a huge “Hunger Games”-style project), this promo appeals directly to those who’ve always wondered about the personalities behind the booming Voice-of-God narration that accompanies most trailers. It also does a nice job of selling Bell’s warm, spontaneous sense of humor, while introducing the pic’s father-daughter tension, romantic subplots and various celebrity guest appearances (featuring nearly all the Eva Longoria footage, while withholding its most surprising cameo).
For those still skeptical, the trailer offers up friendly quotes from the likes of Marshall Fine and Film.com, as well as a handy reminder that this movie won the Waldo Salt Screenwriting Award at Sundance.
Trailer Credits: ‘In a World’
Client: Dennis O’Connor, Roadside Attractions
Vendor: Trailer Park
Producer: Matt Brubaker