The Super Bowl is the most prominent TV advertising event in the country, but are Super Bowl ad previews really necessary? Walt Disney Pictures dished out three teases for highly anticipated spots (Iron Man 3, Oz: The Great and Powerful, The Lone Ranger), but none build enough hype to get you excited for the unveiling of the full commercial, let alone the full film.
The Best Stuff
1. Trance Poster: Danny Boyle’s Trance wins big again in the poster department, ditching the hypnotic orange design for something far more colorful, but equally mesmerizing. Not only is this new image bound to turn a few heads courtesy of its vibrancy, but once it’s got your attention, the striking yet disconcerting artwork takes it one step further, tempting you to consider the meaning behind the design.
2. Beautiful Creatures Clip: Think about it; realistically, if two teens were in a human/supernatural romance, what would they do? They probably wouldn’t lifelessly skulk around brooding, only whipping out the vampire fangs to defend their undying love for one another. However, an adolescent with power might cop an attitude and affix a storm cloud over her boyfriend’s head much like Lena does in this bratty display from Beautiful Creatures.
3. World War Z Big Game Ad: The World War Z Super Bowl ad doesn’t offer much in the way of new footage, but the film’s full trailer is prime for condensing down to a TV spot. It manages to keep a sliver of that sweet family-bonding moment intact, but then whips you into a whirlwind of zombie mayhem that concludes with that now familiar World War Z booming tune and an adrenaline rush that’s bound to leave you burning for more.
The Worst Stuff
1. Into The White Poster: Here’s your weekly dose of floating head, cut-and-paste nonsense. Yet again a silly display of tacky big-screen action and the desperation to show off the stars takes priority over an aesthetic design with the power to attract attention through a competent composition that highlights an intriguing story. Rupert Grint, a fiery plane crash and the “inspired by a true story” tagline have no chance at making an impact cluttered together in an ugly collage.
2. Drift Poster: Can you handle a double dose of floating head, cut-and-paste nonsense? The new poster for the Australian surfing movie Drift is even more laughable than the design for Into the White. While it would have been a rather generic image if they’d just stuck with the guy riding the wave, their method of squeezing in famous faces is just downright ridiculous, especially when you can barely make out who’s who anyway.
3. Would You Rather Clip: This isn’t necessarily a bad scene and it does successfully convey the details of the Would You Rather plot, but having seen the full film, there’s loads of striking material that would make a horror lover far more eager to see more than the sappy details of Brittany Snow’s character’s predicament. Then again, a shorter snippet would be a more appropriate tease than this two-minute chunk of violence, as it’s far less disturbing, and somewhat silly looking, out of context.
What are your favorite and least favorite movie promos this week?