I didn't know JCVD had hit DVD and Blu Ray in the UK but when I spotted it at a local store today I took one look at the cover and simply asked "What the fuck is up with this cover?" Who in the hell approved this? This is one of the most blatant examples of false advertising I've seen for a film in some time. Exploding cars, helicopters, people flying through the air. What film were these guys watching?
My guess is that the distribution company simply didn't have the balls to try and convey the feeling of the movie on the cover but relied on tried and true photoshop crapness that has graced the same films that got Van Damme in the shitter in first place.
I'm guessing two things will happen, people who have heard about this film, read about it and such will see the cover and simply move on because it doesn't show anything that might indicate that this the powerful and moving drama that it is. And those who have been buying the Van Damme bargain bin titles will be totally disappointed because of the lack of exploding cars and helicopters.
Slapping that Total Film quote on the top doesn't help either, especially when the cover looks like this, who's going to believe that?
Shameful.
But the flick is out and you can order it just don't be fooled by this crappy artwork.
And it has been out for over a month, how did I miss that?
Yep, it was a matter of weeks (maybe even just one) before this hit DVD - can't recall a single cinema it was actually in. I suspect it was a tactical release in cinemas.
"Double Disc Van Dammage" - LOL. And this was put there without irony. ! :)
It played in Belgium for a little while.
Anyway, some say the cover is actually a playful joke at Van Damme's older image, much in line with what the film does.
Regardless, it is ugly as hell. Shame though, I find myself not buying DVDs because of horrible covers (A l'Intérieur anyone?) more and more often.
I work for a certain Major Rental Chain, and sadly we have to warn people this film is subtitled in case they come back and complain (despite a big blue subtitle sticker on the front). One day one of my colleagues told a customer the film was in French and the customer's reaction was classic: "What? That's a new low for him!"
That's crappy, isn't it? In a bizarre twist, the forthcoming US release seems to be using a slightly tweaked variant of the actual promotional artwork instead of a Photoshop abortion such as this.
It seems the cover is promoting the film-within-a-film which opens JCVD! I loved the "i'm getting too old for this shit" observation. It perfectly set the tone.
But I'm afraid some people will actually give up on the film when it becomes obvious this is not an action outing, if in fact they picked it up looking for such based on the cover.
This reminds me of the U.S. cover for the Joint Security Area dvd. Explosions, bombs, choppers. Ridiculous.
I'm could almost buy this cover as a tongue-in-cheek joke, but who am I kidding?
the u.s. is supposedly using the right cover... but! they didn't provide the good supplemental features on the UK blu i have. OH and the UK is in TrueHD 5.1, where the U.S. provided only dolby digital 5.1 :-O.
I bought this on DVD when I saw it on the shelf in ASDA (I had planned to see it in the cinema but like many others had misssed it's miniscule theatrical release. Loved the film. Personally I think the cover is a bit of marketing genius, they obviously decided that people like me who knew about the film in advance would buy it despite the awful cover art, but it would also appeal to those who enjoy his usual fare. (from their point of view it doesn't matter if the film then disappoints once they have your money)
shouldn't it be "Van Damme's best film IN 15 years"?
Last 15 years were Hard Target and Nowhere To Run, still not better than Bloodsport which will always be Van Damme's Best film...
To set the record straight - Knock Off is gold dust!
How about a picture of drunk Van Damme?
http://defamer.gawker.com/5163958/jean+claude-van-dammes-liver-will-see-you-in-hell
Hahahahaha! That is awesome. But a lot of people are gonna go "What the hell?".
I think I might buy my dad this one. He hates Van Damme with a vengence, and will probably be pissed at first. At least until I make him watch it, if I make him watch it that is. Guys stubborn.
The action on the cover is symbolic and the tackiness...quite hilarious.
tut tut
There is your typical business/marketing 101 mind ruining a perfectly good movie.
You can rent this in the US from BlockBuster right now and it has a more appropriate cover art. I'm pretty sure they have exclusive rights to renting it right now too, Netflix still doesn't even have a release date.
I watched it a few nights ago. Great film!!
The Guy who ordered this cover "Art" should be fired!
Knock Off is a goldmine?-I'm in it!
This artwork is obviously a post modern commentary on JCVD and the action genre. Everyone should watch this film, JCVD action fans and all those who read all the five star reviews as well.