The Super Bowl came and went, and while it did drop off the expected highly anticipated previews, few deserved the game-night attention. The Lone Ranger benefited from a longer running time and the Fast & Furious 6 piece was rather exciting with our first official look at the film, but even those didn’t thrill enough to crack the top three.
The Best Stuff
1. Jack the Giant Slayer TV Spot: We’ve all been pretty hard on Jack the Giant Slayer, and perhaps the film deserves it, but had this minute-long TV spot been the first promotional item to hit the public, you might have thought twice, even if only for a little. Unlike much of the other videos released, this one goes with a more ominous tone, finally selling the giants as a threat rather than a brigade of bumbling cartoons.
2. Into the White Trailer: After Into the White landed in the bottom three courtesy of a floating head poster, a rather suspenseful trailer comes as quite the surprise. Turns out, Into the White isn’t some cheesy fighter pilot movie with bad visual effects; it’s actually a vicious tale of survival, not just testing the strength of downed World War II pilots against treacherous, icy terrain, but also, rather disturbingly, against each other.
3. Snowpiercer Poster: Having flown under the radar for quite some time, I’d nearly forgotten all about Bong Joon-ho’s Snowpiercer. However, upon coming across the film’s first poster, it wasn’t the title, the claim to The Host and Mother fame, or even the immensely talented cast that garnered an exceptional amount of attention; it was the bleak yet mesmerizing image alone. Hopefully the full feature will be equally as powerful when it hits theaters via the Weinstein Company, likely this summer.
The Worst Stuff
1. The Call Poster: Halle Berry, you already let the folks behind Movie 43 film you making guacamole with a boob; are you really going to let The Call’s marketing team make you look like you’ve got a skin disease now? Had the design team nixed the map layover, it might have made for a decent, somewhat minimalist image, but instead, we ended up with the long lost Contagion character poster.
2. Olympus Has Fallen Character Posters: At this point, it’s pretty obvious that Olympus Has Fallen won’t be a particularly thoughtful or novel action thriller, but does that mean you just give up on the poster campaign? Apparently so. Rather than infuse the images with an ounce of creativity, the design team opts for the cut-and-paste approach, recycling the same shot from the first poster and trimming it down to make room for famous faces.
3. Final Girl Trailer: Kudos to director Tyler Shields for trying something new with the first trailer for Final Girl; it’s just too bad his outside-the-box attempt at selling his movie has zero promotional power whatsoever, and is even a bit of a turnoff. The piece offers lengthy pauses to highlight the film’s cast and Shields himself, but the gimmick doesn’t give a single second to plot details, making this literal fast-forward through the full feature a total marketing fail.
What are your favorite and least favorite movie promos this week?