In a world where . . .

Veteran voice performer Don LaFontaine, died Monday at Cedars-Sinai Medical Center in Los Angeles. He was 68.

LaFontaine’s name might not sound familiar to most, but his voice will be instantly recognizable to a lot of movie-goers. For more than 30 years, he provided the narration for thousands of movie trailers and advertisements, and his catchphrase (of sorts) was ”In a world where …”

In an interview last year with the Associated Press, LaFontaine explained the reasoning behind the phase, saying “we have to very rapidly establish the world we are transporting them to. That’s very easily done by saying, ‘In a world where … violence rules.’ ‘In a world where … men are slaves and women are the conquerors.’ You very rapidly set the scene.”

The voice actor’s agent released the information about his client’s death but declined to confirm the cause of death.

LaFontaine is survived by his wife and three daughters.

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