The "Avengers: Age of Ultron" teaser (leak...spill..) just further strengthened my resolve in not being a fan of trailers.
Not only did i already know what would be in it, but it pretty much adhered to the all-too-common "appeal to the lowest common denominator" style of trailer. Throw as many shinies on the screen as possible and that's it. Add in a little bit of some ominous music. Throw in a hook that's memorable.
The whole thing rubs me the wrong way. I mean, yes, i understand the nature of the business and the need to advertise the product (which, let's be honest, is all many studios see their films as), but too often I've been sold on a film only to discover the thing is nothing like I've been told. Certain scenes are picked based on how they tested and on their marketability. The thing is edited in such a way as to seem to elevate those scenes.
If it all seems cynical, it's because they seem to have a pretty cynical view of the audience...but to be honest, can you blame them? These trailers test well and many of the movies attached to them do well commercially, both domestically and internationally. Obviously, the critical response is a totally different matter. So, basically, we're telling them that we want their pandering, bombastic trailers. We want to see most of the main plot in the trailer. No, we're not smart enough to see that you're using the same cheap tactics over and over.
Or at least, that what many of them may see. So, i don't watch trailers. I may read a review or two from sources whose writing I enjoy, but i try to avoid trailers. For me, it preserves the sense of discovery, and allows me to get the real McCoy, not just an imitation of it.
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