Welcome to another Trailer Review Awesomeness Assessment. I’m broadening the scope of these blogs beyond just blockbuster cinema. Now is the time to assess the awesomeness in any movie trailer, be it big or small.
Iron Man 3
Following an incredibly underwhelming first trailer, this new spot has my anticipation for Shane Black’s take on ol’ Metal Face very much back on track.
There is still much emphasis on the destruction of the Stark mansion – a hugely unexciting action set-piece – but the trailer thankfully hints at a wider scope, especially in its introduction of a whole cabal of Iron Men at the end.
I also like that something major appears to be occurring at a container terminal. As both The A-Team movie and Mark Wahlberg’s Contraband proved, all films are enhanced by action scenes involving shipping containers.
Is anyone else getting the impression that Gwyneth Paltrow’s Pepper Potts is toast? That “revenge” line does not bode well for her.
When Ben Kingley’s The Mandarin says “You’ll never see me coming” in that scary voice, he sounds just like Tom Hardy’s Bane right?
More Rebecca Hall would’ve been nice.
Awesomeness Factor: 8
Alternate title based on trailer: The Magnificent Seven Iron Men
The Bling Ring
While only a brief teaser, this 45 second spot does a fantastic job of throwing up images that cater to audience expectations of the film. There isn’t a huge emphasis on close-ups of the cast, but it also gets a lot of mileage out of Emma Watson’s come-hither look on the dance floor.
Would this film be getting any respect if it wasn’t directed by Sofia Coppola? Her critical darling status is lending this an authenticity it’s difficult to imagine with almost any other director. I wouldn’t necessarily call the trailer exploitative, but it does bring to mind Harmony Korine’s upcoming film Spring Breakers in the way that it’s embracing a glorified youthful sexuality under an umbrella of serious filmmaking. But whatever.
Awesomeness Factor: 6
Alternate title based on trailer: Mean Girls Who Steal
After Earth
After Earth‘s last trailer did very little to endear the film to me, and while it was nice to see the plot set up a bit more clearly and the crash scene was cool, I can’t say I’m any closer to actually looking forward to this movie. The information that Jaden Smith’s character is a maverick who plays by his own rules does not count as further enticement.
The whole “temperatures on this planet fluctuate wildly” unfortunately brings director M. Night Shyamalan’s 2008 turkey The Happening to mind. The trees are trying to kill us. Again.
Still, wingsuit, so it’s not all bad.
Awesomesness Factor: 4
Alternate title based on trailer only: Will-E
The Hangover Part III
Although it made a ridiculous amount of money, everyone agreed that The Hangover Part II was a shameless retread of the first film.
So this trailer had some work to do to convince audiences we weren’t simply getting more of the same. The opening funeral song gambit works I suppose, but it feels like the trailer is relying too heavily on the Alan (Zach Galifianakis) reveal.
Teasing the central trio’s return to Las Vegas seems like something they maybe should’ve saved for Part 5. Aside from John Goodman as someone with a gun and Melissa McCarthy as Alan’s apparent soul-mate, we don’t get any sense of what this film’s plot is about.
Nice to see Heather Graham back though, I was bummed the second film ignored her. But I am struggling to get behind the giraffe-abuse gag. I like giraffes.
Awesomeness Factor: 6
Alternate title based on trailer: The Hangover III: We Promise This One’s Better Than The Last One
The Conjuring
This is one of those cases where the trailer works so well I wish I hadn’t seen it. It’s great that the spot does such a great job of creating a natural environment for the weird stuff, but couldn’t they have, y’know, saved that for the movie?
Several scares have undoubtedly been ruined by this trailer, but if it gets bums in seats I suppose its done its job. I’m fascinated by the career of Malaysian/Australian director James Wan, who broke out with 2004’s Saw then followed it up with the criminally under-appreciated Dead Silence.
After a move away from the horror genre (2007’s Death Sentence) failed, Wan reignited his career a couple of years ago with the low-key ghost story Insidious, which proved to be a sleeper hit. He’s staying firmly in that wheelhouse (and re-employing some of Insidious‘ cast) for The Conjuring, which looks like it will benefit greatly from the well-executed (in the trailer at least) ’70s setting. It reminds me The Box. That movie ruled.
Does anyone else think promoting a ghost movie as being “based on a true story” really undermines it?
Awesomesness Factor: 7
Alternate title based on trailer: The Clapper
Much Ado About Nothing
Can Joss Whedon, God of the Fanboys, get modern audiences excited about a Shakespeare adaptation? He shot this film at his house with a bunch of friends – practically every cast member glimpsed has appeared in either a Whedon TV show or movie – as a means to relax while dealing with the pressure of shooting The Avengers. I also relax by adapting Shakespeare with my pals.
The convivial nature of the production comes through in this trailer, which really worked on me. I’ll definitely take any opportunity to see this in theatre. A NZ theatrical release seems unlikely at this point, but film festival inclusion doesn’t seem like asking too much.
The St. Germain music is perfectly suited to the material, and the vocal grabs aren’t off-putting in the way de-contextualised Shakespeare dialogue sometimes can be.
Awesomeness Factor: 7
Alternate title based on trailer: That Time Charades Got Out of Hand At Joss’ House.
