Now that NYTIMES.com has opened the doors to it's archives, I'm rummaging through it for shiggles.

I came across "The 150-Second Sell, Take 34" -- a great article about the science and art behind movie trailers. There are some good quotes about the needs to NOT connect all the dots for the audience.

But as films evolved, their marketing changed. Explicit hype pulled a Garbo and gave way to subtler hype. The man responsible for this shift was Stephen O. Frankfurt, the Young & Rubicam ad executive who brought America the Lay's potato chips slogan ''Betcha can't eat just one.'' In 1968, Paramount hired Frankfurt to come up with a trailer for ''Rosemary's Baby.'' Violating Hollywood's marketing rules, Frankfurt ignored the plot in favor of something starkly evocative -- an image of a baby carriage in silhouette, the grating sound of an infant crying and a cryptic tag line: ''Pray for Rosemary's baby.'' The movie was a huge hit, and the campaign became an industry benchmark.

Frankfurt, who is now 70, holds fast against unveiling a film's full storyline. ''Trailers today give it all away,'' he says. ''If the thing tells you too much, it eliminates your involvement, which is the first step to persuasion.''