I hate when I have to go into trailer lockdown. It seems like such a thing shouldn’t be necessary, but it is. A summer blockbuster like The Avengers needs to make a ton of money. To do that, they need people to see it. To get people to see it, they need to build interest. To build interest, they need to release trailers. To ensure that everyone on the planet knows about the movie, they keep releasing trailers.
For those of us that don’t need to be reminded or enticed to see the movie, this can be problematic. The filmmakers keep releasing trailers, and keep adding more scenes to provide something new. So with every new trailer, I see a little more of the movie. I want to wait for May 4th to see The Avengers. I don’t want to see little bits at a time all the way up to the release.
This isn’t about hype. Hype is going to happen, and I don’t think hype is built from the trailers. Hype comes from two places. Internally, where you build it up yourself. This usually occurs pre-release. The other way is socially, where others build it up for you. This usually occurs post- release. An example of this was the movie Avatar. Since this is pre-release, the only hype I have is internal. Trust me, I am pumped. The new trailers aren’t going to pump me up more. I also don’t need new trailers to lure me in. I am going to see this movie.
The only thing trailers are doing at this point is exposing the movie. I don’t want to peek behind the curtain. I’m going to wait for the show to begin and let the magic happen.