Never mind the Narrative Competition; never mind the docs. The most widely seen and strangely hypnotic offering at the 2012 Los Angeles Film Festival is a nifty white-background promo from the event’s major media sponsor.

Playing before each featured attraction, the Calendar section shout-out showcases the brief close-up musings of entertainment reporters John Horn and Nicole Sperling, followed by those of esteemed film critic Kenneth Turan. The promo was shot in-house at the LA Times, and honestly, director Tim French deserves high marks for making it hold up under the burden of maximum repeat viewing.

The script was concocted by LAT VP of consumer marketing Donna Tarzian and her team consisting of Jim Fisher, Brandon Botta and Sally Lok. In terms of Hollywood leitmotif, Horn up on the big screen looks a little like Bruce Willis while Sperling actually bears a striking resemblance to Elisabeth Shue.

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