Don LaFontaine, the man who popularized the catch phrase "In a world where..." and lent his voice to thousands of movie trailers, has died. He was 68. LaFontaine died Monday at Cedars-Sinai Medical Center from complications in the treatment of an ongoing illness, said Vanessa Gilbert, his agent.
LaFontaine remained active until recently, averaging seven to 10 voiceover sessions a day. He worked from a home studio his wife nicknamed "The Hole," where his fax machine delivered scripts.
In an interview last year, LaFontaine explained the strategy behind the phrase.
"We have to very rapidly establish the world we are transporting them to," he said of his viewers. "That's very easily done by saying, `In a world where ... violence rules.' `In a world where ... men are slaves and women are the conquerors.' You very rapidly set the scene."
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