The trailer for the 2007 Karlovy Vary Film Festival is a highly kinetic and graphic introduction told through various typefaces. It was also the first – and so far the last – break with the festival’s traditional practice of using directed pieces with actors. The ad is exemplified by several things at once: immaculate decorum, for one – it is about film and nothing but film. Hyper-minimalism for another: the entire video uses exactly five words: “Karlovy”, “Vary”, “International”, “Film”, “Festival”. And last, symbolism and sound effects that convey immediately recognisable meaning.

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