I'm scratching my head trying to think of a better piece of movie marketing I've seen so far this year than The Hobbit production diaries that Peter Jackson and has cast and crew have been putting together over the past few months. Most recently, highly anticipated trailers and teasers for the likes of The Dark Knight Rises and The Amazing Spider-Man failed to build those giddy, schoolboy-like levels of anticipation, and yet The Hobbit has done it three times already without even releasing a single piece of actual footage from the film.
The reason these videos work so well is because they don't come across as marketing. Of course, they're available freely on the Internet precisely because of their marketing prowess, but they don't come across like they've been focus tested in a lab. They've got this unbridled sense of energy and fun to them that's just positively infectious, and I love that-- and that's coming from someone who doesn't actually love Lord of the Rings (I don't hate it, I just don't share the devotion so many others do).
This third video, like all the others, is only available on Peter Jackson's Facebook page, so head over there to spend 13 minutes with some of the happiest cast and crew members around. Oh, and is it just me, or is Andy Serkis starting to look like an even wilder doppelganger of Neil Gaiman?