It's all so perverse. It's this meta-absurdity of merchandising a movie that is also a comment on merchandising - but we're totally aware of it. Everyone is in on the joke.
We had to come out with an opening that was so strong and so shocking that it demanded people pay attention. It needed to say, 'This is a real slasher. We're not making a joke. We're not approaching it like a fake movie. It'll be fun, but we're not fucking around.'
Roth and his 'Thanksgiving' screenwriter Jeff Rendell grew up not far from Plymouth - where their eventual feature film is set. The childhood friends first produced the barebones for a so-called 'killer pilgrim slasher' as a fake trailer.
This vicious satire about American consumerism opens with a Black Friday sale that turns into a deadly stampede. It's bloody and brutal but not without its charms.
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