I know what you might be thinking. What makes this trailer particularly good and others not? Well, this trailer doesn’t force the entire film’s plot down your throat. It leaves something to be desired – teasing you with a short sequence of scenes that don’t make a lot of sense in isolation but hint at a bigger, more sinister picture…
Interestingly the last trailer I saw that I felt was as well done as this one was for Star Wars: The Force Awakens – another J.J. Abrams film. Sure, this guy’s not perfect, but he is one of the few of the current generation of directors in Hollywood (with the exception of Spielberg and Scorsese, who I suppose are still considered ‘current’) who genuinely understands, respects and appreciates the art of good storytelling in cinema. Dare I say he’s even approaching ‘auteur’ status (I suspect those who get snobbish over the term may have a problem with my usage of it in this instance); which, by extension, allows him more creative control over the marketing of his films.
Trailers for Abrams’ films are quickly becoming the only ones I can bear watching (as it pertains to mainstream cinema at least) without getting irritated that they’ve spoilt too much of the movie.
Some may say they do need more than this in a trailer to be intrigued enough to see a film, in which case we’re probably not going to agree. I like to be surprised when I see a new movie, rather than know too many details beforehand. When I watched the second Batman v Superman trailer a few months ago, I found myself wishing it didn’t give so much away especially when, let’s be honest, everyone who is a fan of either of its two central characters will be going to see the film anyway. That trailer actually went some way to diluting the hype I had for the movie beforehand.
So here’s what I’m going to do. Any time I come across a movie trailer I find interesting, I’ll share it here and comment on what to expect from the movie. This way I’ll also have more of a chance to talk about films that I don’t see at the cinema to review immediately, which will naturally extend to foreign movies that are harder to come across in certain parts of the UK – where I’m currently living, it isn’t always easy to see the films I’d like to see.
I’m going to do this because from my point of view it has become just as important to reward this kind of marketing campaign (over the heavy-handed kind that is commonplace in Hollywood) as it is to reward good movies. Otherwise, the Transformers series and others like it could continue to dominate this industry indefinitely.