BRAAAAAAAAAHM! BRAAAAAAAAAHM! BRAAAAAAAAAHM! BRAAAAAAAAAHM! You hear that? Nope, it's not the trailer for "Inception," it's the copycat sound design used by every tentpole film now -- yeah, we're looking at you "Battle: Los Angeles" and "Transformers: Dark of the Moon" -- and that appears right in the midst of the latest spot for "Rise of the Planet of the Apes."

Playing like a PETA-sponsored infomercial, the takeaway here is: chimps aren't people. So if you experiment on them, they will go crazy and then try to kill you. Ouch. Luckily James Franco is here to save the day with his science and probably with explosions too, along with Freida Pinto, who does something more substantial in the movie we're sure (or at least we hope). Anyway, John Lithgow, Andy Serkis and Brian Cox (BAD GUY ALERT) round out the cast in an origin story that will chronicle the engineering feat that advanced intelligence in apes and set off the war for species supremacy. Rupert Wyatt directs and we'll say this lest we get accused of being "haters" -- the special effects look pretty good.

The words "Rise of the Planet of the Apes" will circle your giant tub of cross promotional popcorn on August 5th. Trailer below.