The Hollywood Effect
The 2013 Figure Skating World Championships has a trailer and it’s epic. The three minutes 35 seconds long video is basically an invitation to London, Ontario, Canada much more than it is an invitation to the World Championships. By showing breathtaking pictures of some of the city’s main tourist attractions, the Canadian Federation is promoting ‘fake London’, and by the looks of it, they’ve got a lot to be proud of. The pictures are alternated with worldwide-known figure skaters giving us facts, figures and welcome messages. Although some of those messages are a bit silly, like Scott Moir telling us with a tone of voice worthy of a Canadian JR Ewing that there’s “a whole lot of land” in London, Ontario, the bursting excitement you can see on their faces (especially Kaytlin Weaver’s) makes up for the over-cooked lines. Then with a smooth transition we get a sneak peek of what to expect from the competition itself: we see rising Italian stars Anna Cappellini and Luca Lanot...