It's the blockbuster movies that tend to be the splashiest, and this year is no different. Universal continues to shamelessly push "Battleship" as "Transformers 4: Rihanna Vs The Space Aliens" and we can't blame them. Everything from the sound effects to the color palette to the creature design wreaks of the Hasbro franchise, but it still remains to be seen if this is worth getting wet over. Meanwhile, Disney positioned "John Carter" as an "Avatar" meets "Dune" meets 'The Phantom Menace' sort of thing, to middling effect. For all its epic scope, we still have no idea what that movie is about.
Winning the prize for best movie trailer is Marvel, whose one-minute spot for "The Avengers" is pretty goosebump raising. Yes, it's kind of ridicuous and still looks a bit overstuffed, but you gotta admit, that 360 shot of the the superhero team standing shoulder-to-shoulder is pretty badass, as is Hulk leaping over Manhattan skyscrapers. Good work, marketing team.
In other ads vying for your attention: "21 Jump Street" drops another tease for the highly buzzed comedy; "Ghost Rider: Spirit of Vengeance" continues to look atrocious; "Act of Valor" nails the patriotic flag waving vibe they're going for; and "The Lorax" probably impressed kids and baffled Vampire Weekend fans. Meanwhile, Chrysler coralled Clint Eastwood for a pretty moving spot that will melt even the most cynical of hearts. And in a final related note, "Battleship" director Peter Berg also helmed that fucking weird "The Voice" ad that for some reason includes Betty White. Enough with Betty White America!