Trailer Truth: Mirror Mirror, Do the Ads Help or Hurt the Movie?

Trailer Truth: Mirror Mirror, Do the Ads Help or Hurt the Movie?

Mar 30, 2012

I never watch a trailer until after I’ve seen the movie, and I also attempt to avoid as much news as possible. Then I compare what I knew, to what you knew. Let’s find out if what we see in the trailer is what we get, and if there is any advantage to going in fresh. 


What I Knew Before: I knew this is the one with Julia Roberts. I'm pretty sure this is also the one with Armie Hammer, but then I think that means Kristen Stewart and her armor are in this, but that doesn't sound right because I'm almost positive Charlize Theron is with Stewart. Sigh. Do the marketing departments realize what they are up against?

What's odd is, normally I spend plenty of time trying to avoid trailers while watching TV. That hasn't been a problem with Mirror Mirror. No show I watch has played a TV spot, and I watch a lot. What does this mean? Well, perhaps a clue is with the rating. Mirror Mirror is PG, which immediately makes me realize I'm not about to see an "adult version" Snow White.

This "summer" we have Mirror Mirror vs. Snow White and the Huntsmen, in a Snow White showdown. At first I thought I found a perfect formula with the movie that comes out first being forgotten, and the second makes more cash, is totally appreciated, and eventually ridiculed. That only happened with Deep Impact vs. Armageddon, and not Dante's Peak vs. Volcano or Gordy vs. Babe. I'm just happy I will finally know who is co-starring with Roberts in this one.

 

What I Knew After: Now I see. Connecting Hammer to Stewart was my mistake. This film stars Roberts, Hammer, Nathan Lane and Lily Collins as Snow White. She's also Phil Collin's daughter, though I would have bet money on her being the spawn of Peter Gallager (eyebrows). The film? It's kinda cute. While it starts with a Roberts' voice over, it slowly becomes obvious that it's not just the evil queen's perspective in this version of Snow White. Snow needs to become a leader, and take back the kingdom. There are a few surprises/changes to the core story, like how the dwarfs are introduced, a lurking beast, and some wacky moments like teeth excessively sparkling. The attitude from Roberts is definitely something out of "The Real Housewives" and not a fairy tale. Considering what PG-13 gets away with, Mirror Mirror getting a PG seems only like a slight stretch.

 

What You Knew: Well, we quickly realize which "One of the most beloved stories of all time" the announcer is talking about. It's Snow White. We even see the sparkle on Hammer's teeth. The trailer shows the entire introduction of the dwarfs, even the punch line showing a dangling Hammer. The costumes are on full display and really are something to look at. Argh, they show Roberts entering the mirror. Why? This is the sort of reveal that has no purpose in a trailer. I love that this trailer has the narrator leading you step by step through the story with lines like, "Where the princess can be the hero." If feels appropriate for a classic tale. They also give away the "puppy love" potion, which doesn't occur until about an hour into the film. After that it's a series of quick cuts, ending on an apple scene (once again letting you know you're watching a Snow White story). Finally we have one of the better jokes in the film, and we're done.

 

Trailer Truth: The trailer really doesn't focus on the consistent attitude from Roberts as the evil queen in the film. Luckily Roberts has more talent than any of the reality housewives, but she's a sarcastic cougar, drunk with power. That should be the make or break for most with this film. Her sidekick throughout is Lane who only gets a few seconds in the trailer. Then again, you already know if you like Lane's character, because it's just Lane being Lane. I'm still annoyed that the trailer gives you a glimpse of the magic mirror. When I saw it for the first time in the film I was taken aback. It's like I had to try and figure out this whole other brand new world. Then again, it seems the film didn't really know what to do with it in the end, and never properly explains the mirror even though it receives the double title treatment. Thankfully, they don't show the cameo in the trailer, nor the final battle. The overall tone from every other character is represented well here, and the goal of the trailer and the film is definitely to prove it's a (somewhat wacky) comedy. Whether this brand of humor works, it's up to you. If it doesn't, you don't have to wait long for The Huntsman.

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