OMG! A new Twilight Saga: Breaking Dawn – Part 2 trailer! Perhaps I should push the sarcasm aside because the new trailer for the final Twilight film actually isn’t all that bad. Sure, there’s brooding and some silly looking CGI, but there could be enough action in Breaking Dawn – Part 2 to satisfy the non-obsessed. Then again, some much more impressive marketing material did enter the ring this week.
The Best Stuff
1. Taken 2 Internet Trailer: Often we can’t help but want more, though in the case of a trailer for a thriller like Taken 2, a shorter running time can up the suspense tenfold. Since getting past the film’s very first trailer, which suggests Taken 2 is merely Taken all over again, the promotional campaign has dropped hints at nuances that imply there’s still life to this story, and this particularly gripping 90-second Internet trailer confirms it.
2. Seven Psychopaths TV Trailer: Apparently this is the week of the short trailer. Seven Psychopaths got a minute-long TV trailer that successfully squeezes in all of the plot basics, takes enough time to show off its famous faces, gives you a taste of the tone of the film and suggests that the movie could be a blast in less than half the amount of time of your average theatrical trailer.
3. Sinister Poster: If you’ve read some of my other posts, you probably know that I’m into The Hunger Games – and lots of horror movies. Would I be taking it too far if I wanted to hang this creepy new Sinister poster on my wall? It’s eerily artistic on its own, but the design will take on a wonderfully horrifying new form once you can connect the rendering to the plot of the movie.
The Worst Stuff
1. Resident Evil: Retribution Clip: Can you say, visual effects disaster? Clearly Resident Evil is a heavily digital franchise, but that’s half the fun of the world. However, as much as we want to see Alice battle the Axemen, if the big throwdown looks as cartoonish as it does in this clip, it’ll be impossible to put ourselves back in that world and enjoy the fight.
2. Branded Clip: I haven’t been easy on Branded since day one of its promotional campaign, but it’s got this great core concept and isn’t putting it to good use. Enough toeing the line -- it’s a movie about megacorporations taking marketing too far and going inside the consumer’s mind. The movie’s own marketing team needs to stop trying to be so cryptic and throw what should be a disturbing concept in moviegoers’ faces. This clip could have been it, perhaps letting Max von Sydow reveal just enough of the plan to pull you in, but then he stops short and all we’re left with is a dull monologue.
3. Twice Born Trailer: Isn’t it annoying when you can’t figure out what a commercial is trying to advertise? Then the piece throws the brand name in your face and you’re left wondering what one had to do with the other. Yes, there should be creativity and expressivity in the marketing world, but if you’re not capable of providing the basics, then your advertisement is useless. Penelope Cruz and Emile Hirsch’s names give the new Twice Born trailer something to sell, but with little to no concrete story information conveyed, that’s all it’s got going for it.
What are your favorite and least favorite movie promos this week?