Another day in the world of movies and it marks the release of yet another trailer, or teaser or whatever they are calling them these days, for the August release of the DC/Warner Bros. movie…Suicide Squad. Now here is a superhero movie I am excited about, and for several good reasons. Firstly, because the first teaser was intriguing; second, because the second trailer was just fun (I mean…it was set to Queen’s Bohemian Rhapsody), and thirdly because this third trailer just looks awesome. Now there are plenty of other reasons, but as I was ticking these off in my head I began to start wondering, once again, what is left for the movie itself. There were many criticisms that the multiple trailers for Batman V Superman: Dawn of Justice movie just gave too much away and consequently sapped the movie of any real intrigue or interest. Then, expanding our view further, we have had two more Captain America: Civil War trailers/teasers, showing us some actual movie sequences, and brilliantly drawing on their movie history, that which DC do not possess, in order to build what will undoubtedly be a brilliant movie; a masterstroke in marketing and advertising without showing us even more footage from a highly anticipated movie, whilst also reminding us of it’s depth and history.
We know we love to see clips from these movies that we just cannot wait for, and we all want answer to those outstanding questions we just need to know about, but the marketing guys know this too right? I worry. I worry that this new strategy which is surrounding the marketing of superhero movies is going to tear out everything which is fun about the movies themselves. I mean with all these trailers, too much footage will leave us wondering what we are paying for when we go see it, and giving away too many plot points is just awful but a risk which is inherent in such a strategy. Then there are movies such as Suicide Squad and, previous hit, Deadpool, who have and will rely on a different take on the genre, making it R-Rated with a fresh comedic style. As much as I loved the Deadpool movie there was a sense that all the best jokes were in the trailers whilst the others, and there were many, felt a little lacking in punch when compared. So I put Suicide Squad in the same bracket and at the same risk!
Believe me I think these movies will be ace, but I wonder whether the nature of the movies themselves means that the marketing could be all important for how well the movie performs, and its takings, at the box office. When I say this I mean that superhero movies may not perform too well after their first or second week of release, whether they are good or not, so if it becomes apparent that a good marketing campaign that retains attention and generates interest over a long period leads to maximum profits in this one or two-week window, the depth of the story and quality of the movies themselves may be sacrificed. Let’s be honest, such movies are not known for their longevity nor do they pick up many awards, or nominations even, at the major ceremonies; they are about action and excitement not necessarily to identify with characters because their circumstances are supernatural…its sci-fi for heaven’s sake! Evidence of this can be interpreted from the Dawn of Justice movie which has only been out for little more than two weeks and yet it is struggling to retain top spot at the box office, competing against ‘The Boss’; a currently poorly reviewed comedy that has had limited advertising space. However, it is one of the highest grossing movies for the time of year it was released and made some of the quickest bucks in movie history…so where does a movie maker’s allegiance lie. I mean they obviously want to make a good movie, but would they sacrifice the long term view for a short term peak in profits?
So, in all, I guess I worry for the future of superhero movies. Are the guys at the top noticing a drop off in interest? Would it then be worth investing in the why and how behind a story or just the simple what happens? Or are these movies just being ruined by too much information! That’s my perspective on an issue I can see developing, what do you think? Do you think superhero movies being affected by these multiple trailer marketing strategy? Is it a deliberate ploy to make more money or is it just poor judgment? Does it need to change? Thanks for the read and let me know what you think.