Don LaFontaine, the king of voice-overs. A man who popularized the now loved-catch phrase, “in a world where…” and lent his voice to thousands of movie previews, has died. He was 68-years-old.

LaFontaine died Monday at Cedars-Sinai Medical Center from complications in the treatment of an ongoing illness, said Vanessa Gilbert, his agent.

LaFontaine recorded his voice for more than 5,000 trailers, in his 33-year career while working for the top studios and television networks.

In an interview last year, LaFontaine explained the strategy behind the phrase:

“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.”

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