Movie trailers are evolving into tiny movies in and of themselves. They are creatively constructed, and have a story arch that depicts mood, tone, and style. The two I want to talk about struck me immediately upon viewing, for a number of reasons, but mainly, as a trailer is designed to do, made me want to see the film. However, in these two cases, it really really made me want to see it. Movie trailers are truly achieving their goals set by the studios, and then some, but are there negative outcomes once the film is released? Hmmm....
The trailer for Watchmen was pretty much brilliant. The main reason I think was the song choice used. It's a Smashing Pumpkins song called "The Beginning is the End is the Beginning," and to boot it was the darker, slower, more ominous "Rarities and B-Side" recording. It was the perfect fit for the cut they used, and depicted this sort of beautifully dark imagery, set against this song that was scary almost, with lyrics about the end of the world. Now, at the time, I had never heard of the book or the artists/writers or anything having to do with Watchmen. I'm not an avid reader of the graphic novel, but this trailer just knocked me sideways. I immediately went to pick up the book after watching the trailer over and over again several times, in awe of what this movie could possibly be about, given nothing more than edited clips of of a bizarre, intriguing story, set to the backdrop of this song that at first I thought was newly written for the film itself. That's how seamless the song and editing matched up. It was perfectly paced, and not too long, leaving you desperately wanting more. In retrospect, I can't imagine what the effect of that trailer had on well established fans.
As it turns out, the film was so-so. It was visually spectacular but the story was such a perfect adaptation from the book that it almost didn't work as a movie. It was by no means bad, but it wasn't what i expected. it wasn't what the trailer seemed to promise me i think. the music wasn't included, which is fine i guess, but in my opinion, I honestly would have preferred seeing the movie the trailer pitched me rather than the final cut. Needless to say, Watchmen didn't last too long in theatres, and to fans, I read some loved it, and the oppositional; some loathed it. All I know is, the trailer and the film itself didn't match up in the expectations department.
So what does this mean? Did the trailer help or hurt the movie. It helped it in terms of getting people in the seats initially but for longevity's sake, i don't think it helped ultimate in theatre ticket sales. maybe the DVD's have done better. all in all, the teaser trailer first and foremost, let alone the two or three longer theatrical trailers, did its job. Butts in seats. Initially. But would it have been more beneficial to just have had the teaser trailer not be so ominous, ambiguous? would it have been better to just be a very short depiction of the actual film? maybe the music for the film hadn't been fully decided or looped yet, and they needed a great song to pump up the audience for those first 30 seconds to catch a glimpse of some movie that looked really cool? you be the judge.
The second trailer, which i think i watched maybe a million times in anticipation, was for Where The Wild Things Are. Let's talk about the perfect trailer, with all the same characteristics of the former. Same awe invoking response to a story so well known by so many generations of big and little kids around America, around the world. Same beautiful array of imagery, letting you lick the spoon of what was cooking in Hollywood's oven. and most of all, a song choice that was more perfect than perfect: The Arcade Fire's Wake Up, one of the most epic pieces of new age alt. rock written about the lives of children and how they are shaped. Sound like the movie's premise? The trailer was beautifully edited, and the images came at you with blasting harmonies with the powerful chords of this gorgeous, haunting, and thoughtful piece of music. Spike Jonze's film turned out to be the perfect film for that song, and visa versa. It didn't matter what came first, the egg or the chicken, i just sat there in awe that they were made for each other, and actually met to create this feeling that this film Where the Wild Things Are was going to be every bit as meaningful as the children's book of its origin.
What happened, unlike Watchmen, was just that. The movie was near perfect in every form, although not what fans might have expected. Jonze took the message and the pictures from Sendak's book and wove a story about the confusion of being a prepubescent innocent who's life is a little scary. I could review the film itself all day. That aside, what the trailer did for me was not only set up what kind of film it was, but also carried me into the world of the film in its actuality. Jonze used Karen O's (lead songstress of the band The Yeah Yeah Yeahs) beautiful vocals and song storytelling genius to tell the story of the Wild Things. Zach Snyder, the director of Watchmen, used cheap music from each decade the film was set in, that neither was enjoyable to listen tom nor actually achieved the task of furthering the film's story. Karen O and Spike Jonze were a match made in heaven, and together, they envisioned a score that was as epic and as true to human emotion that could have been conceived by any big Hollywood director. There are many many criticisms to Jonze's film, and even more praises, but all I'm saying here, is there was an actual truth in the succession of the film to it's teaser trailer that came before it. It was a good lead in, a truthful setup, and even though the music didn't carry over, which is obviously fine, the music for the film was of the same vein, and the images and mood depicted matched sweetly. Where the Wild Things Are is still doing well in the box office and in IMAX and is running three times as long as Watchmen did.
There are many ingredients to the recipe of a film's success at all points during it's journey. the first hook for audiences being the teaser trailer, and this entity is evolving into something new and beautiful: a little film, for the editor to do the big film justice. Getting butts in the seats is the goal in terms of fiscal success, but is it worth the possibility of misdirection? maybe the film should be better from the get-go like Watchmen and we wouldn't have to be lassoed in with little white lies. Where the Wild Things Are delivered the goods and used it's trailer to the best and most positive and truthful abilities. The lesson is: Be wary in your excitement, but always see a film on your own judgement, never on reviews, or trailers for that matter. If it's not good, that's the price you pay for giving money to the continuation of your chosen form of entertainment. It builds character. go watch some teasers and get back to me.)
