More and more it seems apparent that Hollywood are showing us the best parts of a film in a trailer to get us to that all important opening weekend. But is this perpetuating a disappointment in the actual substance of recent superhero films?
Lately, I have found that the spark the cinema-going experience has been somewhat dulled by something I couldn’t quite specifically fathom. At first I thought it was age. Some of you will be familiar with the four quadrant model that dictates the four main audience demographics; men over 25, men under 25, women under 25 and women over 25. The more squares a film hits, the higher the likelihood of its popularity.
However, the “easiest” two quadrants are males and females under 25, so most blockbusters aim to please this demographic. I may not be over 25 yet, but I did do Film Studies for two years and it left me quite cynical, so my first thought was that I had grown disinterested in Hollywood film and superheroes and action and fun and I was going to die alone and boring, because that’s what happens when you become a grown-up. And then I suddenly felt like Tom Hanks in that Carly Rae Jepsen video. As I clung to the fragments of my youth, I watched every single superhero film that came out in my lifetime (yes, that includes the 2008 Incredible Hulk).
But then I made a very crucial revelation at this point, out of the recent superhero films (Batman Vs Superman, Deadpool etc) none of them I thought were bad, I actually really enjoyed them. So what made me initially disappointed? What had already happened to make me disinterested in the actual source material? THE TRAILERS!
By this, I mean that the experience of the trailers can sometimes eclipse the film itself. Yet, a good trailer usually reflects a good film, (of course there are always anomalies). What other factors are at play here? Now, the Deadpool trailers were absolutely brilliant, but upon reflecting on the actual film, I found that I couldn’t laugh out loud, as I felt I’d already experienced it. Several times. Whereas, with the Batman Vs Superman trailers, I felt they were on par with the film. But I didn’t dislike Deadpool, not even a little bit. It was absolute gold.
At this point maybe we can deduce that genre has an impact on this. With comedy, you’re likely only to get the desired reaction the first time you see the material. Even with great comedians like Peter Kay, who you can watch over and over and still laugh at, if you see it too many times consecutively, it can get old fast. Then you have to wait what seems like an age to be able to enjoy it again. With Deadpool being largely a comedy film, hearing the jokes several times before seeing the film took away some of the value and novelty of it. But with Batman Vs Superman, the attempt at comedy was minute and it focussed on action, offering a very different relationship between trailer and film.
In addition to this, many argued that putting Wonder Woman in the Batman Vs Superman Trailer took away what could have been an epic twist. However, other said that using her as a selling point was a smart move for DC, as they’ve been getting a lot of flack lately for not being as far on with their cinematic universe as Marvel is. Using Wonder Woman as a tool to increase revenue for the opening weekend undoubtedly helped them, but there wasn’t much else that could be described as novelty present in the canon of the film itself.
When this is compared to the Suicide Squad trailers for DC’s upcoming summer blockbuster, there is significant shift. Obviously excluding Will Smith (Deadshot), Jared Leto (Joker) is credited most often on posters and such, however, he is hardly present in the trailers. On the other hand, Margot Robbie (Harley Quinn) is extremely prevalent throughout, while being second to last in the list of main cast members. This makes it feel like DC are using Jared Leto’s name and star power to sell the film but are restricting the imagery of the Joker as a kind of secrecy tactic to increase buzz, because that’s really who everyone wants to see. Whereas, the image of Harley Quinn/ Margot Robbie is more notable as Robbie has been in the public eye in the recent past with American Hustle and other successful films, and Harley Quinn is often forgotten from popular media.
Overall, yes a good film is often mirroring a good trailer, but the tactical use of star power and imagery can manipulate the audience response. Also, different genres of film seem to gauge different trailer/film paradigms which can shift with time. Ultimately, the trailers generate a lot of buzz (or lack thereof) and it’s up to you to decide how involved you are in the advertising of media.
Do you think trailers add or take away from the novelty of film-going?
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