Randall Emmett's most notorious contribution to the direct-to-video economy began with 2003's Out for a Kill, a low-budget action film starring Steven Seagal. Emmett pitched the project after being introduced to producer Michael Oblowitz through Avi Lerner, who had given the inexperienced producer a crash course in low-budget filmmaking. Seagal had just emerged from the troubled production of The Foreigner, and Out for a Kill used his name as the principal international selling point even though the finished film was cheaply made and marketed largely in Eastern Europe. The strategy was brutally simple: spend as little as possible securing an aging action star for a limited number of shooting days, then use that star's name to attract foreign presales and investment before the movie was completed. Out for a Kill became profitable, demonstrating that the celebrity's market value could matter more than his actual screen time or the quality of the picture. The model was subsequently imitated across the direct-to-DVD business, producing a wave of films advertised around stars such as Seagal, Bruce Willis and Nicolas Cage, who sometimes appeared for only a handful of scenes. Critics and industry observers later labeled the practice the "geezer teaser," treating it as a particularly stark example of financial packaging overwhelming artistic or labor considerations.
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