The latest trailer for Avengers 2: Age of Ultron dropped recently. It’s properly good, go and watch it. I’ll happily wait.
Back? Exciting, right? But really, is it? I completely understand the necessity of advertising, and the requirement to make sure your product is ‘out there’ in the public eye to ensure ticket sales and just basically ensuring people know it’s coming out soon. Now, however, we’re bombarded by trailer release schedules and “sneak-peeks” on tight schedules. It’s getting rather out of hand, and is almost an industry in itself.
This is around the third or fourth trailer for the upcoming Avengers, and really we don’t get anything new. A couple of little scenes that tease us, specifically designed to reveal very little but still whet our appetites as film goers and fans of the series, and you can be sure the impact will be huge. Thousands of blogs, websites and writers will analyse every last scene, and fans will try every single theory in the book in an attempt to work out what the plot could possibly be. An awful lot of people will make money via these secondary services just from a single trailer, and the demand for on-going ‘teasers’ rises as the number of such trailers rises.
So yeah, trailers and teasers are both important and also pretty damn popular, and I get it. I know I keep saying that, but I really do. I love a good trailer as much as the next guy. However, I wouldn’t be talking about it now if there weren’t problems. When a trailer is done well, it’s great. You get a hint of the plot, a look at the characters and setting, the costume and if we’re lucky a few lines that give a clue as to how the actors are going to deliver it all. A good trailer builds anticipation and desire, and a bad trailer tends to do the opposite. You could probably name at least a couple of good trailers right now that do exactly what they should. Stick ’em in the comments, even.
A bad trailer is obviously the opposite. Too much plot given away, sticking all the good scenes in because they’re the only good scenes (So when you actually see them, all impact has been removed) and constant bombardment. Finally, I’m getting round to the topic! A bad film will bombard you with trailers, literally audio-visual spam with which they hope to tempt you into the cinema. Its all action sequences and cut content, or major story spoilers just so show they tried (Looking at you, How To Train Your Dragon 2). But the Marvel trailers aren’t like that, right? They really are teasers, and almost all of the Marvel films have been well received. So what’s my big bugbear with them?
There are so, so many. And none of them really add anything. All they function as is a tease, with the occasional tiny reveal to string us along even further. Most films will put out one, maybe two trailers at certain periods before the release date, and that’s fine. With Marvel, we get a year-long cycle of on-going teasers and thirty-second scraps of footage and all we end up with is complete saturation. With the release schedule that Marvel has planned for the next decade, it isn’t likely to end either. I understand why the bombardment happens, but it really will start to ruin me. And before you say “Oh, Sam, just don’t watch the trailers then you idiot”, they’re inescapable. I have an internet connection and spend some time on a number of social medial sites, even if I don’t see the blasted teasers I know exactly when they arrive and exactly what happens in them within hours. The best part is, it’ll be exactly like the others.
The bombardment is more of a carpet bombing, and it has to stop.