The first looks at Evangeline Lilly and Luke Evans in action, and the return of Orlando Bloom are exciting and all, but the very first trailer for The Hobbit: The Desolation of Smaug falls short of evoking that overwhelming anticipation that should come from the first trailer for an impending blockbuster.
The Best Stuff
1. Elysium: The latest theatrical trailer for Elysium is an extended one and it’s still not enough. This baby rocks the ideal balance between character development and story information, essentially functioning as an experience in itself. However, fortunately, it falls just shy of showing too much and winds up making you feel like you’re in the know to the point that you’re invested, and that leaves you desperate for more.
2. Man of Tai Chi: It looks as though someone on the Man of Tai Chi marketing team heeded my plea. Unlike the film’s first trailer, this new international one is exponentially more riveting for having highlighted what could make the film a standout – its core concept. Fighting for the sake of fighting may pique the interest of an enthusiast, but it’s the narrative and protagonist that opens the film up to a much wider audience.
3. In a World…: You may think you despise this trailer (and the film’s title), but wait until you hit the 14-second mark. Not only is the glimpse into the world of professional voice work intriguing, but the idea of Lake Bell’s character trying to make it as a female voice-over artist is undeniably charming and surprisingly funny, especially that last little bit.
The Worst Stuff
1. The Frozen Ground: Even the happiest trailer introduction from Vanessa Hudgens can’t make the new Frozen Ground promo appealing. Unless the filmmakers are holding back some big twist, there’s just nothing to this crime thriller to suggest it’s got anything new to offer whatsoever. Based on this trailer, there’s the impression that the editors just had no selling point or hook to work with, and that doesn’t bode well for the full feature.
2. 300: Rise of an Empire: Perhaps it’s been far too long since I’ve seen 300, but I’ve got absolutely no clue what’s going on in the first 300: Rise of an Empire trailer. Clearly we’re in for more mesmerizing, blood-soaked visuals, but why? What’s everyone fighting for, why now, and who are we supposed to care about? Until a clearer narrative is revealed, it’s going to be tough to expect more than a montage of pretty pictures from the sequel.
3. Snowpiercer: The idea of apocalypse survivors living on a train that travels the planet is intriguing, but it’s not coming through at all in Snowpiercer’s new trailer. The basics of the train aren’t particularly easy to grasp via the opening scene with the kids and while Tilda Swinton’s performance is chilling, the focus shifts to the disgruntled lowly riders before even scratching the surface of what life on the train is like and why people are living there to begin with. Without that information, our heroes’ mission to take control of the train’s engine is ineffectual as is the action that follows.
What are your favorite and least favorite movie trailers this week?