By Oliver Lyttelton | www.oliverlyttelton.com June 6, 2011 at 12:56PM
BRAAAAAAAAAHM! When you're selling things as expensive and diverse as blockbuster movies, it helps to have a formula you can follow, particularly when it comes to trailers and tv spots: it makes an audience feel safe to know that the movie that they're considering putting down their hard-earned cash for, is being marketed in a way similar to that one they enjoyed a couple of summers ago. BRAAAAAAAAAHM! In the mid 90s, for instance, it was hard to find any kind of trailer that didn't combine the phrase "In a world...," and the Hans Zimmer music from "Crimson Tide." More recently, there's the comic fake-out, most notably for kid-aimed movies about talking CGI creatures. Think you're getting a new "Harry Potter" trailer? Wrong, it's "Scooby Doo!"
BRAAAAAAAAAHM! The most popular choice now, for pretty much every event movie around, is to use the "Inception" model: quick cuts, often fading in and out of black, with a noisy tubasynth sound design shouting 'This Is Important!' at the audience. And yes, while it may not have been the first to do it, the spots for Nolan's film definitely made a bigger cultural impact than their predecessors. Already this summer has yielded trailers in this mode for "Battle: Los Angeles," "Transformers: Dark of the Moon" and "Rise of the Planet of the Apes," and now J.J. Abrams has shown he's not above it all, with the latest clips for "Super 8" which lands later in the week.
BRAAAAAAAAAHM! To be fair, only the TV spot is quite so obvious about it: the trailer, which MTV debuted last night, keeps the focus on the kids, for the most part. But both contain quite a bit of new footage, including the biggest glimpses of so far of the havoc wreaked by the mysterious creature. Anyway, it continues to look super great, and according to our review from last week, it is. Watch both trailers below, and you can catch the film for yourself from this Friday, June 10th.