What: An in-depth look at twist endings.
Who: YouTubers Now You See It.
Why we care: Following perhaps the least necessary spoiler alert of all time, considering the name of this video, “How to Do a Plot Twist” makes a convincing case for what makes for a satisfying ending, and what doesn’t. Apparently, the thing to avoid is a twist that relies on shock above logic. The video uses as its test cases the films Now You See Me, Primal Fear, and The Prestige. As a courtesy, I will not spoil which of these films demonstrates how to do a good twist, and which does the opposite.
Recognize your brand’s excellence by applying to this year’s Brands That Matter Awards before the early-rate deadline, May 3.