Recently on the board, we were discussing the new debut trailer for THE AVENGERS, and I expressed my disappointment that it didn't feel appropriately 'epic', that it didn't evoke in me a sense of awe that these characters were finally getting ready for their long awaited team up. IMHO, this mostly owed to the clip show nature of the trailer, and it's choice to veer in tone between moments of snarky (or perhaps, 'Stark-y'?) comedy, rock music montages, with some Sam Jackson voice over to kick it all off. It felt like what it was: interesting moments cut from a larger film, rather than a trailer specially crafted for hype building
It got me thinking.. some of the most memorable, most enjoyable trailers are the ones where the studio spent a little extra cash and took the time to make something unique. Rather than tease audiences with snippets of what they'll see in theaters, some opt to craft a little short in order to introduce you to the movie and it's concept. It's designed to get your attention and make you want to see where that concept is taken in the finished film
Some examples that come to mind
Do you like this marketing technique? Is it a good way to advertise a film? In an age of studio penny pinching coupled with ballooning budgets, this seems to be a method rarely used these days. Would you like to see it make a comeback?
What are some of your favorites?
PS After it's opening Goldeneye moves on to become a much more traditional trailer, yes, but I still think the unique introduction of Brosnan as the new Bond counts for this thread. That section of the trailer played during an A&E BIOGRAPHY episode on Bond back in 1995, and it was my first ever look at Brosnan in the role. I thought it was pretty darn cool at the time
Also, while some say the SPIDERMAN WTC WEB ATTACK was supposed to appear in the film, Rami claims it was always to be used for a stand alone trailer