But unless you had prior knowledge of Mr. The two-star review is from Guardian critic Benjamin Lee, and he very much dislikes the film. But it's actually a two-star review, one cleverly placed on the poster to make it seem like one of the other four-star reviews. But if you look right in between the two Tom Hardys, you'll see what looks to be a four-star review partially covered up by the stars. To wit, if you look at the poster for Legend, you'll see a flurry of four-star reviews from various critics (I have not seen the film yet, as it does not open until October 2nd from Universal/Comcast Corp.). The cause for discussion for the R-rated period piece crime drama is that the poster design department decided to take the one high-profile negative review and slip it into the poster in such a way that it resembled another positive review. And to my knowledge, there is no online toy that allows users to make themselves into criminally-inclined twins in a Facebook-friendly image. Writer/director Brian Helgeland did not dish dirt on his past projects like Payback or The Postman or talk about directing Heath Ledger in A Knight's Tale or why 42's Chadwick Boseman is the perfect guy for Black Panther.
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In this case, Tom Hardy, playing both Ronald Kray and Reginald Kray thanks to modern movie magic, did not say something gossipy about The Dark Knight Rises nor did he discuss leaving Suicide Squad or the potential for a Mad Max: Fury Road sequel. No, the reason we're all talking about Legend this week is because the UK distributor Studio Canal went and flat-out lied on the poster and the Internet is bending over backward to applaud the would-be cleverness. But the reason we're all talking about Legend this week isn't because of any of those examples.
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Sometimes it's about a "viral" moment during an interview, sometimes it's about one of the cast/crew members discussing a popular comic book franchise or fantasy series in a way that attracts attention, and sometimes it's about a really clever online toy (think those "Straight Outta Somewhere" image generators) that catches wind and causes millions of regular citizens to advertise the movie for them. Oh sure, studios spend copious amounts of time and money on TV spots, trailer placement, posters, billboards, talk show appearances, magazine profiles, and the like, but at the end of the day nothing beats carefully strategized free publicity, especially for a film that isn't going to be automatically covered by the geek-centric entertainment press. In the world of modern movie marketing, free publicity is the name of the game.