Welcome to the weekly column Trailing Off in which I take a look at a trailer from the past week and analyze its potential. This will be done using an obnoxious amount of analyzing and personal thoughts on the cast and crew as well as expectations. Coming every Sunday (it's called Trailing Off for a reason), I will attempt to highlight films ranging from new blockbusters to lesser known indies and give them their due. Partially to spread awareness, I do believe that there is an art to the sell and will do my best to highlight why these trailers matter or don't with approval (trove) or disapproval (trash). So please stop by, recommend some trailers, and I will see you next time.
While I usually choose to make each week's Trailing Off column as a highlight of movie trailers ranging from interesting blockbusters to lesser known indies worth your time, I have decided to dedicate this week's (late) column to the 15 movie trailers that premiered during the Super Bowl broadcast yesterday. While some of these are simply new trailers to movies I already reviewed in this column, I will choose to judge them all on the basis of appeal and whether or not I would care to see them based on this logic. There is no additional hierarchy to this order and shouldn't be interpreted as one being superior to the other.
While I usually choose to make each week's Trailing Off column as a highlight of movie trailers ranging from interesting blockbusters to lesser known indies worth your time, I have decided to dedicate this week's (late) column to the 15 movie trailers that premiered during the Super Bowl broadcast yesterday. While some of these are simply new trailers to movies I already reviewed in this column, I will choose to judge them all on the basis of appeal and whether or not I would care to see them based on this logic. There is no additional hierarchy to this order and shouldn't be interpreted as one being superior to the other.
Furious 7
Trove or Trash: Trash
It could just be that I'm not into the franchise as a whole. However, I did see The Fast and the Furious and thought that it took an interesting angle on car racing. So to approach this trailer is a little bit odd because while it hits all of the action beats, there's something baffling about it all. Why are there cars being dropped out of planes and driving through skyscrapers? I guess this is inventive and it's nice to see Jason Statham getting a noteworthy role. However, the film clearly knows of its level of ridiculousness and I don't know if that is a problem. Still, I can't understand what exactly is supposed to be so appealing about cars flying through buildings. Seems so destructive.
Pitch Perfect 2
Trove or Trash: Trash
This isn't because I found the first film a little deplorable. While the trailer does right by actually using songs that weren't from the first, it doesn't exactly give much in the way of something exciting or new. Sure, we're getting international singing contests, but the bravado is all familiar stuff that we know from the first and isn't really a big selling point. Along with Rebel Wilson's pointless observations, the trailer is adequate and will likely do right by Pitch Perfect fans, but it doesn't make me want to see it any more than I did before.
Fifty Shades of Grey
Trove or Trash: Trove
While I know close to nothing actually about the phenomenon that is this story, I do find their marketing tactics quite appealing. With a simple request of "Are you curious?" it lures in the audience with seductive revision of "Crazy in Love" playing over random clips. What does it all mean? What's so fun about this affair? It may end up being garbage, but at least the trailers know how to tease with a stats sheet to open things up and quickly give off the sense of lustful desire. I won't likely see it in theaters because it's not my type of movie, but it does make me a little curious to learn more.
Ted 2
Trove or Trash: Trash
I'm not even going the route of suggesting that there's an explicitly sexual trailer playing during a football game that is so strict on dress codes. The premise alone I guess is a fantasy that football fans would have and is definitely fan service for those that found Ted's raunchy antics interesting to begin with. However, it all leads to inconsequential humor of violating a man for no particular reason other than a joke. Sure, it may appeal to the football people to see their icons mocked, but it still makes no sense both in joke and in why this was even on TV.
Jurassic World
Trove or Trash: Trove
While it is just a most compacted version of the longer first trailer, it does give enough to offer up an idea of what to expect. The dinosaurs are loose and in traditional fashion, it is up to the staff to capture them. With that revision of John Williams' classic score, there's plenty to get out of this trailer. Of course, it isn't like it is a tough sell. If you're already into the franchise, you'll likely find a lot to enjoy here. If not, then the mystery is very appetizing. Still, its strengths lie in paying tribute to the past films while expanding its own universe.
Tomorrowland
Trove or Trash: Trash
This is a tough call simply because it is on the borderline for me. The initial set-up of the trailer is fascinating. Along with excellent use of music, the idea of George Clooney narrating this wonderland of excitement peaks curiosity and captures the audience's attention. However, in a rare antithetical move to the other trailers on this list, it could have benefited from a longer running time. It ends abruptly and does so in a jarring way that makes the wonderment seem more confusing than inspiring. It kind of makes me want to see it, let's just say that.
Spongebob Squarepants Movie: Sponge Out of Water
Trove or Trash: Trash
For starters, there have been a few advertisements that have been running for a month now for the film. All of them cohesively capture the allure of the film's tone and appeal. There's very much that feels less consequential here than just rerunning the old advertisements, which were fine within themselves. Still, there is something that needs to be discussed. With the film opening on Friday, why must the last words we hear be "This film is not yet rated"?
The Seventh Son
Trove or Trash: Trash
Another instance in which there have already been decent trailers out there that have been effectively selling this movie. While I know this, I would be hard pressed to find all that much different between the new one and the others that have popped up for a month now. In fact, I don't really know much about this movie worth caring about with such bland and redundant marketing.
Unfinished Business
Trove or Trash: Trash
The idea itself is interesting and done to a decent effect. I like the use of The Lonely Island recounting the events present in this trailer. However, it is the shortest trailer yet and doesn't really provide much beyond pointing out how reckless the whole proceeding events will be. Also, what's the point of releasing a trailer that basically says that there's a better one online? It is a decent concept poorly executed because it has dangerous appeal and thus needs to prove itself instead of just showing us.
The Avengers: Age of Ultron
Trove or Trash: Trove
Maybe I have grown jaded by the other trailers on here, but this one delivers on its promise. We want to see some superheroes fighting baddies and it delivers. The Hulk smashes a robot and life is all right for 30 seconds of an advertisement. No need for dumb overdramatic repurposing of Disney standards to add drama. No need to use international visuals to sell to marketers. This is about beating stuff up, and it does so effectively. This is the kind of movie I hope it is and not some self-involved piece to a growing franchise that the last six movies seem to have been.
Terminator Genisys
Trove or Trash: Trash
While The Terminator and Arnold Schwarzenegger were once hot properties and their very name could sell a product, I don't think they do anymore. Do audiences nowadays really care that they're teaming up again? The trailer seems to suggest this despite missing out on the past few years of Schwarzenegger movies and cameos in which he doesn't really cause so much acclaim at all. Nobody cares and I don't think the trailer's choice to show Schwarzenegger walk around to some obnoxious music is going to get me to care. Bring back James Cameron. Then we'll talk.
The Divergent Series: Insurgent
Trove or Trash: Trash
Listen. I want Shailene Woodley to succeed. She clearly has the potential with films like The Spectacular Now and The Fault in Our Stars. However, Divergent is only quintessential in compacting all of the dystopian Y/A tropes into one boring package. Even after seeing that one, I still don't know what's going on in this one. There's a lot of imagery that wants to be taken seriously and it comes across as more of the tropes that made the first one problematic. If anything, it looks worse than the first.
Minions
Trove or Trash: Trove
While I am not the target audience for Minions nor do they appeal to me, I have to admit that this advertisement hit all of the sensations you'd expect. With some risque nudity humor and the sense of a sports game to fuel the premise, it may be more of a short than an advertisement, but it delivers on its promises. Plenty of silly incoherent moments scattered throughout makes for one of the most enjoyably odd trailers of the bunch.
Hot Tub Time Machine 2
Trove or Trash: Trash
Way to not even try. Quote some football news taboos of the past week and there's your trailer. Throw in some inflated testicles for some reason and you get an edgy series of trailers. This almost felt pointless to watch.
The Kingsman: Secret Service
Trove or Trash: Trove
It could just be that this film has effectively made itself known with one top notch trailer after the other. It could be that it's from the director of Kick-Ass and sees the British try their hand at a xXx type film. It helps that it looks cool and no amount of hyperbole can keep it from looking interesting. Not much to say here other than I hope this film is a bigger hit than it's somewhat obscure source material would suggest if may end up being.
Round Up:
Best: Minions - For producing something that is both appealing without likely spoiling a single second of actual footage.
Worst: Hot Tub Time Machine 2 - Next time, make a trailer worth anything.
Overall Thoughts: The franchises of this year are on average not that interesting and will have a lot to do to win me over. While there's a few that can do it easily (Tomorrowland), I do feel like a lot of the ones I disliked will continue to remain on that plain for awhile. Also, what's with the risque humor this time around? Seems rather odd that this was a recurring gag.
Comments
Post a Comment