You may have heard that Russell Crowe is playing Noah in a big budget new bible epic. And if you haven't heard about this, get ready, because the marketing campaign that has to sell this turkey is about to swing into the sort of overdrive that will make you wish for a civilisation ending flood.
The first sneak peaks and poster for this thing were up online today and among the many things wrong with it all is the insipid tag line that they've gone for:
'The end of the world... is just the beginning.'
I mean, really? Will the film be delving into what he did after the flood subsided. Fuck me, I hope not. In any case, surely they could have done better.