Now that we’ve all indulged in our fair share of beer, hot dogs and fireworks, it’s time to hit the movie theater and enjoy some air conditioning, a feature film and, of course, a slew of trailers, too. Here are the highs and lows of the promos you could encounter this holiday weekend.
The Best Stuff
1. Only God Forgives
The Only God Forgives promotional campaign has been in excellent shape ever since the story started to take prominence over Ryan Gosling’s mug and Nicolas Winding Refn’s style, but in this new trailer the three combine exceptionally well, producing a deeply suspenseful (and rather hypnotic) result. Between that infectious beat, Kristin Scott Thomas’ powers of persuasion, and Gosling’s convincing rough-and-tough demeanor, the need to see how this scenario explodes is overwhelming.
2. Afternoon Delight
In just two minutes and 13 seconds, the new trailer for Afternoon Delight successfully introduces you to Kathryn Hahn’s character, sure, but it also gets you to like her and understand her unusual situation. With a trailer oozing with this much heart, charm and emotion, the full feature just has to be exceptionally poignant.
3. The Boxtrolls
Now in addition to wanting a Minion, I want a Boxtroll! Appropriately, the first teaser trailer for The Boxtrolls gently introduces us to the world and the Boxtrolls themselves, and does so in a way that’ll absolutely warm your heart.
The Worst Stuff
1. Baggage Claim
Spoiling a movie with a trailer is an unforgivable offense, but it could be equally devastating to offer up one that feels rushed, manic and doesn’t give nearly enough to suggest the full film is worth seeing. So is the case with the latest promo for Baggage Claim, which uses that gratingly tacky voiceover and cheesy visual tricks to frantically put all the pieces together without the slightest hint of tact or effective humor.
2. The Time Being
It’s not a terrible trailer in the least, but it certainly doesn’t meet its potential. The bold color palette, effective visuals and honest performances conjure emotion, but it isn’t quite clear what exactly you’re reacting to, making those feelings and the film itself feel sort of forgettable. However, it does seem possible that The Time Being might just contain subject matter that’s difficult to convey through a trailer. Still, though, it’s weird watching Wes Bentley as a creeper recording people with a video camera again.
3. Ride Along
With Let Me Explain poised to do well this weekend, Kevin Hart was almost two for two, but the new trailer for his next film Ride Along is unfunny, uninspired and nonsensical. What sense does it make for Ice Cube’s character to test if Hart is worthy of marrying his sister by taking him for a ride along? Suspension of disbelief is expected to a degree, but this scenario needs firmer footing than that.
What are your favorite and least favorite movie trailers this week?