TODAY’S BLOCKBUSTER QUOTE

Se7en

Square soft-grey editorial card for Se7en (1995), featuring the quote ‘What’s in the box?’, a symbolic cross-hatched cardboard box illustration, explanatory WHY TODAY copy about the film’s 22 September 1995 United States wide release, and a dry closing kicker.

“What's in the box?”

David Mills · Brad Pitt

Why today

On 22 September 1995, Se7en opened wide in the United States. Detective David Mills, played by Brad Pitt, asks this during the film’s climactic confrontation after Somerset receives a mysterious box and urgently tries to keep Mills from acting on what John Doe has told him.

Curiosity has rarely had worse packaging.