The logline affect… er, effect

Just got this lowdown in my email on a film from the upcoming New York International Independent Film & Video Festival.

It’s About Time
When the Earth’s Atomic Clock is altered by one second, three friends must deal with the unexpected affect it has on their lives.
Directed by Kevin Shinick (Writer/Director/Actor, Without A Trace, Robot Chicken).
Starring: Seana Kofoed (Actor, Men in Trees), Matthew Edwards (Renaissance Man), Jennifer Carta (Actor, 24, The Game), Jim O’Connor (Undercover Brother), Paul Bartholomew (Actor, Medium, ER) and Tony Randall (The Odd Couple). 90 min. Romantic Comedy.

So instead of saying “Wow, cool idea, great pedigree” I found myself saying “Affect? Affect? That should be “effect”. Why does the logline* of a legitimate movie have incorrect English**? How hard is that? Doesn’t anybody care any more?”

Does that make me small?

*This is the same logline that appears on the IMDB record for the film.
**Usage note:
Affect and effect, each both noun and verb, share the sense of “influence,” and because of their similarity in pronunciation are sometimes confused in writing. As a verb affect means “to act on” or “to move” (His words affected the crowd so deeply that many wept). The verb effect means “to bring about, accomplish”: Her administration effected radical changes. The noun effect means “result, consequence”: the serious effects of the oil spill [this is the usage indicated in the above logline].

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