Over the last few months, I have been actively avoiding any movie trailers or clips for the upcoming Star Wars: The Last Jedi, in an attempt to avoid spoilers. I won’t be seeing it until Christmas Eve, per family tradition, so I try to avoid as much info as possible until I finally get to view it on the big screen. That all blew out the window when I went to see Thor: Ragnarok and it was too inconvenient for me to leave the theater when a Star Wars trailer began, so I just sucked it up and allowed myself to be dazzled.
Though the trailer hinted at some things, made some allusions, and showed what are sure to be key moments, it didn’t reveal anything groundbreaking or show anything too spoilerific. It created intrigue without making anything too obvious, and made me all the more excited to see the film later this month. That is what a trailer should do; it should generate interest and lure audiences without blowing all the important info or all the humor in a 2 minute teaser. You shouldn’t be able to guess the entire plot of a film from a trailer, unless it’s a series you are already familiar with or you’ve read the book an upcoming movie is based on.
On the other hand, I recently saw the first trailer for the upcoming Downsizing, starring Matt Damon, and was instantly compelled to see it. The trailer presented a unique and interesting plot, showed some humor, and offered images and clips that made me wonder how characters got into a certain situation or what would happen next. And then the second trailer came along tacked onto Murder on the Orient Express, and it totally gives away what I perceived to be a pretty major plot point, which was not presented in the initial trailer. It dampened my enthusiasm a bit, as it allowed more pieces of the plot to fall into place, and chased away some of the allure. I’ll still see it when it comes out, but I was bummed to have something spoiled in the trailer that I wish I could have seen for the first time during the film itself. The same thing happened with the second Spider-Man: Homecoming trailer. Watching it, I felt like I could predict the entire movie, and I ended up being pretty close, though, thankfully, it was still a great film and I was not disappointed. Films can often fall into the trap of having too many trailers, as well, and I hold the belief that a film only needs 2 trailers max, and 1 will typically suffice. If I’m not drawn in by the first trailer, I probably won’t be swayed by another.
Trailers can be deceptive, as well – they can show a snapshot that is nothing like the completed picture, and effectively “trick” viewers, for the better or the worse. Trailers for Zack Snyder’s films are some of the best out there – I can still imagine just about every frame of the brilliant Watchmen trailer in my head, almost a decade later – but his films tend to have a polarizing reaction. Regardless, the trailers make you want to see his movies. 2012’s Brave offered a trailer that made the movie seem like it would follow a certain narrative, but it went off in a direction that my best friend and I totally didn’t see coming, and it was a pleasant surprise.
Trailers also make me not want to see movies, sometimes. I’m a big fan of the original Jumanji, and was skeptical of the remake/sequel, but when I saw the first trailer, I was tentatively hooked. There were some decent jokes and it looked like, if not a direct successor, a spiritual successor to the original. Since the first time I saw the trailer, I have now seen it 5 or 6 times, and the second trailer 3 times. I’m kind of burned out on it, at this point, and I can probably quote the entire thing. “I’m an overweight middle-aged man!” “We’re in other people’s bodies!” “I’m missing the top two feet of my body!” Again, if the reviews are okay, I’ll probably still make the effort to see it, but I’m now worried that the funniest moments are all in the trailer, as is often the case. I’ve got The Greatest Showman, TLJ, and a few others to see before it, and it I must suffer through the trailer again, I might shelve my Jumanji plans until it’s available for streaming. Oversaturation can, unintentionally, kill the interest in a movie instead of building it up. I felt the same about last year’s lackluster Warcraft film. I saw the trailer every time I saw an IMAX film for months, and all it did was make me not want to see the movie. I actually did leave a theater after the Warcraft trailer began for what must have been the 10th time, and that remains the only time I have ever left a theater during the previews. I LOVE previews, but I hated that trailer, though Transformers: The Last Knight sure gave it a run for its money this past year. If I so much as see an Autobot onscreen, it is an insta-groan.
So that creates a question; do trailers ruin movies? After all, the big wigs behind a film’s production have no idea how many times you are going to be forced to see a trailer. They just want to put butts in seats. But they do have control over how much info goes into a trailer, and it’s a fine line; give too much away and risk scaring people off, or don’t offer up enough and fail to hook viewers. Avoid trailers, and you might fall behind on what movies are coming out, unless you monitor them religiously (as I do). I may love previews, and eagerly anticipate trailers for films and film series that I’m a fan of, but nothing ruins a movie for me like a trailer rife with spoilers.