RIP:

Don LaFontaine, the man who popularized the catch phrase ‘In a world where…’ and lent his voice to thousands of movie trailers, has died. He was 68. LaFontaine died Monday at Cedars-Sinai Medical Center from complications in the treatment of an ongoing illness, said Vanessa Gilbert, his agent.

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

Here’s his GEICO ad: