Don LaFontaine, voice artist for some 5,000 movies and 350,000 advertisements passed away Monday. He’s the man who came up with the “In A World…” that begins most film trailers, as well as the baritone voice style that goes with it. The Washington Post has an obituary.
In the early 1960s, he landed a job in New York with National Recording Studios, where he worked alongside radio producer Floyd L. Peterson, who was perfecting radio spots for movies. Until then, movie studios primarily relied on print advertising or studio-made theatrical trailers. The two men became business partners and, together, perfected the familiar format.
Mr. LaFontaine, who was editing, writing and producing in the early days of the partnership, became a voice himself by accident. In 1964, when an announcer failed to show up for a job, he recorded himself reading copy and sent it to the studio with a message: “This is what it’ll sound like when we get a ‘real’ announcer.”
Trailer for The Elephant Man, proclaimed to be his favorite:
And a short interview/documentary:
Don’s impact is unmistakable, and it’s striking to think of how his approach changed movie advertising. May he rest in peace.