Teasers for teaser trailers are the lamest thing that's happened to movie marketing in recent years. These "announcement trailers" represent Hollywood's worst assumption about fans: that they can throw them the scrappiest of scraps and pretend like it's gold.
Having said that, if studios are going to insist on doing these teasers for teasers, we hope they'll at least follow Fox' lead and keep doing them on new media sites like Instagram, which is where the studio just released a rough look at X-Men: Days of Future Past.
At least this way it's not pretending like its advertisement for another advertisement is as important as the actual trailer. There's just something about the rough, disposable quality of it that makes it a less obnoxious practice. Releasing footage this way feels more like a peek through the curtains before showtime, and less like the studio holding out a slice of pie and then pretending like it's a privilege just to smell it.
As for that peek, here it is. You can get the full show on October 29.
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