OK. Brace yourselves. Here comes a shock announcement.
I went to the cinema.
Yep. First time in several (or more) years, simply because it’s not my thing (and it’s expensive, and full of people on cellphones and people talking through the good bits of the movie, all of which you’ve already seen if you were at the cinema last month, because BILLIONZ of trailers).
But I digress. Often.
I thought that I’d give it a go, and we went to see a film that was recommended to us and – once you had repeatedly suspended your beliefs in logic and reason – and in this particular case Rosamund Pike’s sooth iffrikan accent – it was ok. Actually quite fun.
It’s clearly not for everyone, though:
Reviewers say ‘Now You See Me: Now You Don’t‘ suffers from a weak plot, lack of originality, and over-reliance on CGI. New characters are unengaging, and the story is predictable. The original cast’s roles are diminished, and the film lacks the magic and excitement of its predecessors. Cheesy dialogue and unnatural conversations are frequent criticisms. Despite some praise for cast chemistry and certain magic tricks, the movie generally disappoints.
Was I swayed by the cinema experience? No, not really. But I might go again.
Might.
Why did they use isiZulu to name a diamond mine in Limpopo?
Why not use Sepedi, so that all the locals can understand?
Sorry. Just a detail. No-one in the US will be bothered by that. Or the accent.
One thing did strike me before I gave up on reality for 90 minutes, though. This ad:
I know that Rolex have a lot of spare money lying around. But honestly, what’s the point of trying to sell one (or more) of your watches to an audience from Tokai, Retreat and Kirstenhof?
No disrespect to those suburbs, but at around R120,000 for the entry-level model, surely you’re not living there if you can afford a Rolex on your wrist. Unless you’ve got your priorities all screwed up.
Of course, the issue is that if you can afford the disposable income to shell out on an Oyster (yep, that was deliberate), then you probably watch films in your own cinema room at home. And I’m guessing that you can (and do) fast forward through the half hour of ads before the main feature.
I mean, I would.
In conclusion, it’s no wonder that Rolexes are so expensive when the company insists on advertising to everyone. As the Ad Wizard once infamously stated: “aim your campaigns accurately, make your money quickly”.
I hope that Rolex are listening.