Just When You Thought It Was Safe to Go Back in the Water… The Jaws 2 Tagline Explained

by

Without a doubt, it’s accurate to assert that the classic film “Jaws” ranks among the best movies ever made. Directed by the legendary Steven Spielberg, this gripping tale about a menacing great white shark that haunts a New England coastal town was the pioneer of the summer blockbuster era. The movie’s success led an entire generation to think twice before setting foot on a beach. It’s no wonder that it gave birth to several sequels, although none could quite match the brilliance of the original – save for one exceptional case. Among the follow-ups, “Jaws 2“, which shares much of its predecessor’s quality, boasted a tagline that even surpassed the original film’s promotional slogans.

In contrast to the general perception, which often groups it with the other poorly received Jaws sequels, Jaws 2‘s tagline, “Just when you thought it was safe to go back in the water…”, is widely acclaimed as one of the best ever written. This catchy phrase, so iconic that it’s often recognized by those who haven’t even seen the film, could be argued to have transcended its original source and become a significant part of broader pop culture rather than just being associated with one movie.

As a seasoned movie critic, I found myself drawn back into the waters of Amity Island with the sequel to the iconic Jaws – Jaws 2. This time around, the terrifying tale of a man-eating shark once again unfolds, as beachgoers become the latest victims of this relentless predator. The familiar narrative of a police chief trying to warn the townsfolk, only to be met with disbelief and dismissal, is skillfully revisited.

However, what sets Jaws 2 apart from its predecessor is its daring exploration of Chief Brody’s post-traumatic stress disorder, a testament to the lasting impact of their harrowing encounter with the great white shark. Moreover, the third act takes an unexpected turn, transforming into a thrilling teen slasher movie, adding a layer of suspense that keeps viewers on the edge of their seats.

The return of Roy Scheider as our no-nonsense police chief, along with other familiar faces, elevates Jaws 2 to new heights, making it a box office success far surpassing Universal’s initial expectations. This sequel manages to walk the fine line between honoring its roots while forging its own path, ensuring that audiences will continue to be captivated by the chilling tale of the Amity Island shark.

Jaws 2 Was a Success Thanks to the Greatest Tagline Ever Written

If a tagline’s purpose is to entice audiences to watch the film, then the tagline for “Jaws 2” did its job exceptionally well. In 1978, “Jaws 2” earned more than ten times its initial $20 million investment at the box office, thanks in large part to its effective marketing strategy. The movie’s success was so significant that it held the title for the highest-grossing sequel of all time until “Rocky II” surpassed it the following year.

The memorable catchphrase for “Jaws 2” was crafted by Andrew J. Kuehn, a trailblazing film producer known for innovating movie trailer production. Similar to other iconic phrases like “In space, no one can hear you scream” for “Alien” and “You will believe a man can fly” for “Superman: The Movie”, the tagline for “Jaws 2” is concise yet intriguing enough to pique interest and drive ticket sales. For “Jaws 2”, the tagline cleverly taps into the water fears that many viewers developed following the original “Jaws”.

When you believed the waters were now secure… they aren’t.” This version maintains the suspenseful tone and subtle implication of danger, without directly referring to a specific shark or location.

The tagline for “Jaws 2” cleverly leaves out the specific reasons why swimming remains dangerous, allowing readers to conjure up frightening scenarios beyond what’s depicted in the film. In comparison, the alternative phrase, “Just when you thought it was safe to go back in the water, here comes another shark,” lacks the same eerie and unsettling impact.

The Taglines (and Movies) Go Downhill After Jaws 2

The subsequent installment, the disappointing “Jaws 3-D,” fell short in comparison, not only in terms of quality but also in its effort to emulate the almost flawless tagline of “Jaws 2.” The tagline, “The third dimension is terror,” overly relies on the film’s 3D gimmick and seems like a commonplace horror movie slogan.

In the fourth installment of the Jaws franchise, I can see where they might struggle with an effective tagline. While “This time it’s personal” is an improvement over “The third dimension is terror,” it still invites skepticism regarding a shark harboring a grudge against a specific family. Unlike the tagline for Jaws 2, “Revenge” unfortunately highlights the return of another great white to Amity Island, which only adds to the troubles at hand. However, I believe a more thoughtful tagline might have softened the impact of one of the franchise’s least successful sequels, even if just slightly.

While Jaws 2 may not evoke the same warm nostalgia as the original Jaws, it’s undeniably memorable due to one of the best movie taglines ever. Even today, just thinking about returning to the water sends a shiver down our spines.

Read More

2025-07-06 01:12