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The Gun Is In The Wrong Hand

When you watch a film, do you notice which hand the character on screen is holding the gun in?  And if you do, would you notice if in a following scene, the gun happened to be in the wrong hand?  I guarantee you anyone who has ever worked on editing a film will notice this.  They can’t help it.  When shooting the same scene over multiple days (which happens often), consistency is key.  It’s usually even someone’s job to check this.  The problem with noticing the gun is in the wrong hand though, is that it overshadows your experience of the film.  You have too much knowledge to enjoy it.  If you think about it, we deal with this tyranny of excess knowledge everyday.  Once you have flown business class, it’s hard to accept flying economy.  After working as a waiter at a particular restaurant, it is nearly impossible to enjoy a meal there (once you know what happens behind the kitchen).

Would it be better to have no knowledge of a situation before walking into it?  One of the best movie experiences I remember having was going to see Confidence in Australia on its opening weekend.  It was the rare case where, somehow, I managed to make it to my seat in the theater with absolutely no knowledge of the film.  No one had recommended it to me.  I did not know who was starring in it.  I hadn’t seen any reviews or trailers, or read any plot summaries.  I hadn’t even seen a movie poster.  Walking into the theater and sitting down to watch that movie was a completely blank slate.  And I enjoyed the film in a way I can hardly remember enjoying any other, because I did not know what to expect.

Of course, when it comes to choosing a film to spend your hard earned $7 to $12 bucks on on a Friday night, Hollywood knows that most people don’t want to go in blind.  They want to know what to expect, who the stars are and that they won’t be disappointed.  This is why the franchise movies (Spiderman, Ocean’s Eleven/Twelve/Thirteen, Elizabeth II, etc.) are so popular.  Because the movie studios are betting on proven idea.  This also explains why independent and small budget films have such trouble getting box office time and large audiences.  Small or new businesses have a similar challenge.  A consumer knows what to expect when they walk into Target or purchase a box of Oreo’s.  Going against that knowlege is a tough thing.  But when you do, you can create an unexpected and memorable moment.  Giving consumers what they expect is overrated.  Sometimes the most powerful way to reach someone is by giving them an experience they know nothing about.

6 thoughts on “The Gun Is In The Wrong Hand”

  1. This is so true Rohit. This is why “if you’ve read the book” the movie is so often a disappointment. Appreciating something for the purity of what it is is a sure way to really enjoy things. Enjoying your thoughts Rohit.

  2. “Giving consumers what they expect is overrated. Sometimes the most powerful way to reach someone is by giving them an experience they know nothing about.”

    Fundamentally, there is nothing wrong with this statement, but consumers are often familiar and confortable with knowing what to expect.

    It sometimes take something extraordinary to persuade them otherwise.

    A great quote emphasises this perfectly: Change is hard because people overestimate the value of what they have, and underestimate the value of what they may gain by giving that up.


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About Rohit

A keynote speaker on trends, innovation, marketing, storytelling and diversity.

Rohit Bhargava is on a mission to inspire more non-obvious thinking in the world. He is the #1 Wall Street Journal and USA Today bestselling author of eight books and is widely considered one of the most entertaining and original speakers on disruption, trends and marketing in the world.

Rohit has been invited to keynote events in 32 countries … and over the past year, given more than 100 virtual talks from his home studio. He previously spent 15 years as a marketing strategist at Ogilvy and Leo Burnett and also teaches marketing and storytelling as an adjunct professor at Georgetown University.

He loves the Olympics, actively hates cauliflower and is a proud dad of boys.

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