His signature deep voice – sounding as if it had been pickled in whisky and kippered by countless cigarettes – was both ominous and sonorous, becoming identified with the phrase "In a world...", which was used in Hollywood trailers so frequently that it became a cliché. Nicknamed variously "Thunder Throat" and even "the voice of God", LaFontaine was said to have voiced about 60 promotions a week, and sometimes as many as 35 in a single day.