Wednesday, November 04, 2009
Joe Queenan is sick of the repetition in film which current marketing practice has created. (They liked this, so let's give them another.) Most of the films he mentions, though, are populist, and while many of us deplore the blanket application of such marketing philosophy to all films and books, including the serious and 'literary', I only have to haul my ex-mother-in-law before you once again to indicate that, when it comes to populist culture, the marketers have got it right. Picture her once more: rotund, leaning back in the soft chair by the fire, feet up on the side of the fireplace, Mills and Boon in her hand, utterly engrossed for two solid hours. Then she gets to the end and snaps the book shut with great satisfaction, heaves herself, knees spread, from the chair, stops half-way up with a thought and then says, matter-of-fact: 'Mmm, think I might have read that one before!'