There are two approaches to tent-pole marketing. On one side, you have folks like Sony and Marvel, who like to give everyone everything so that before the movie even opens, you feel like you've seen it already. And on other side, carefully plotted campaigns give you just enough to get excited, but save the spectacle for the multiplex. We prefer the latter, and hopefully Fox sticks with it for "Dawn Of The Planet Of The Apes" (though their track records suggests otherwise).
Anyway, this sequel will have the task of living up to Rupert Wyatt's lean and absolutely solid predecessor, following up with Caesar, now leading a nation of apes, who clashes with humankind over the fate of planet. But things are in good hands with Matt Reeves at helm, in an effort that looks to keep the darker spirit of Wyatt's movie. Indeed, this new TV spot sends an appropriate chill, though this latest one sheet offers something a bit warmer.