I for one remember a time when information about a movie was in large part geared to get you excited about the movie. Not to inform you about about the movie. For example you might hear a catch phrase in a trailer, you've heard it a hundred times before the movie is released, but upon actually viewing the film that one particular line is different. a different camera angle, an alternative take on the reading, completely different context from how it was presented to you in advertising. I for one take this moment as a breath of fresh air, an active nudge on my opinion towards suspension of disbelief. I can do this because it allows me to dismiss the advertising as advertising. Take the days of future past as an example ( i'd say spoilers, but the fact that this isn't a spoiler is the point) I watched a trailer where they "revealed" that magneto was held under the pentagon, and we see him raise and drop a baseball stadium. What I saw, I have no doubt, will be identical to what I see in the film. This isn't your two favorite characters spouting a cool line just before they start charging at each other only to have the shot end a moment before they contact each other. Advertisement should give you a sense, not of what the movie actually is, but a sense of WHY YOU WANT TO SEE IT. I see magneto lifting the stadium, cut, I can't wait to see what he's doing, where this goes, why he's doing it. On the opposite I only see the stadium fall, cut, I can't wait to see why how and who made this all happen. Giving me both, I can't wait to see those special effects???
Sure why is still there, but that's a race that's advertises the start, shows the finish, and tells you to come see the race. To me all this does is imply a lack of confidence in your film. Even movies that are doing this properly still have a lapse in discipline when it comes to keeping the reveal in the theater. Take Hercules for example ( the rock version) One trailer, does a good job of portraying the film with a somewhat serious or at least dramatic context. This movie WILL NOT BE THAT. It will have children giving light comic relief to compliment one liners and catch phrases that portray Hercules as a teen cool super hero. BUUUTTT, the advertising has created appeal for a much wider audience. Don't get me wrong it's still guilty of this times fallacies( if he has the nemean lion on his head, Don't show me the nemean lion )however over-all even with a story that i'm very familiar with, I'm still mostly in the dark as to how this film will feel and play out. So far JJ has not made these mistakes, he is using the popular media to create that speculation, prediction, and debate that normally comes from good advertising, without advertising. How? " the extended universe no longer counts, all new films are now canon. " I want to be in the dark, I want it to force you to speculate on larger themes and send you into undefined territory. I can only dream to meet a character that is interested, important to the story, and most importantly I KNOW NOTHING ABOUT !!!. I was ultimately disappointed with Prometheus, But that one trailer had me giddy to sit in that theater. With the high rate of reboots and ripoffs I understand the appeal of wanting to know if a movie is worth your money before hand. Bottom line: Tell me I'm going to see something new, I go to the theater excited to find out. Tell me what is new, I go into the theater hoping you didn't mess it up. As a long time fan of your show I can tell you with certainty. When you say we just don't know enough about this movie to know for sure, That's when I'm paying the closest attention.
