The shame about film marketing nowadays is how twisted it has become. Its central priority has changed from selling a story to selling tickets. The trailers of Terminator: Genisys or the second trailer of Batman v. Superman: Dawn of Justice, for example, contain spoilers. Sadly, having spoilers in movie trailers has become a common occurrence.
In my opinion, a movie trailer’s purpose is to get an audience excited for a film through showcasing its aesthetic and giving them ideas of what the characters are like. Trailers for films like Star Wars: The Force Awakens and 10 Cloverfield Lane did this exceptionally well. They give you bits and pieces that are difficult, if not impossible, to connect until you have seen the actual film. This can backfire, however, like Star Wars fans hyping themselves up for Luke Skywalker in The Force Awakens, who turned out to have a much smaller role than expected.
Should fans walk into a movie knowing exactly what to expect, or should they walk in with false expectations altogether? Personally, I believe that our lack of having an open mind towards what a movie can offer is to blame. Hopefully, with a new mindset, we can produce trailers that present the movie as a journey, rather than a mere presentation of events.
Nothing is worse about trailers than when they spoil the film
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