Word: gimmicking
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...Back in 2006 the film Unknown threw five men into a dungeon and robbed them all of any recollection of how they got there. The Hangover takes this scientifically suspicious multiple-amnesia gimmick, references about a dozen Vegas movies (from Leaving Las... to What Happens in... to Rain Man) and applies all the numbingly familiar tropes of the bromance comedy that have made this flourishing subgenre as rigid in its conventions as Kabuki theater...
...Charging people a dollar for a meal or for some modest item off a retail shelf may seem like a gimmick to pick up a penny a share for the next quarter. It is a good deal more than that. When a dollar is all that someone can spend, that person doesn't care if his purchase increases the company's earnings...
...attempt to turn Taiwan into a "Cycling Paradise" has also proven to be a popular gimmick. How much staying power bike riding and walking to work and school will have in the long-term if the island's pollution continues to get worse remains to be seen. That may be the problem that Ma will need put some real muscle into...
What Scotti does with the story is no better. She opens Vanished Smile with the Marqués arriving in the U.S. to peddle his forgeries, a gimmick that will lead unsuspecting readers to suppose that this imaginary character will somehow turn out to be the real man behind the crime. But the Marqués disappears from her book until the final chapter, where Scotti lays out Decker's account and then details the reasons why it's probably hooey...
...gotta-see event of 2009; and any film in the process by Spielberg, Jackson, Robert Zemeckis or Robert Rodriguez should be exciting, if only because the directors will be juiced playing with this marvelous toy. But can the format transcend its status as an event, or a gimmick, and become the way most people see most movies? Is three automatically better than two? That remains to be proved...