Irony. It must be in some way ironic and emotionally involving — a dramatic situation that is like an itch you have to scratch. A compelling mental picture. It must bloom in your mind when you hear it. A whole movie must be implied, often including a time frame. Audience and cost. It must demarcate the tone, the target audience, and the sense of cost, so buyers will know if it can make a profit. A killer title. The one-two punch of a good logline must include a great title, one that “says what it is” and does so in a clever way. This is all part of what is called “high concept,” a term that
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