Unironic warning: there are some minor spoilers in this article for the following films: Jurassic World, Terminator Genisys, X-Men: Apocalypse.
Time to Quit Those Spoiler-Filled Trailers, Or: How studios are trying desperately to make it so that we don’t need to go to the movies anymore
Directors, producers, studios: we need to talk. I’ve had about enough of forcing myself to avoid your marketing because you are intent on spoiling the entire damn film, sometimes months before we’ve even been given the chance to see the bloody thing.
Over the last 18 months or so, I’ve lost count of the amount of times where I’ve gone into a movie knowing not just the plot and some of the best bits of dialogue, but I’ve actually known the mid-film twist, or the big action sequence that’s supposed to be a surprise. All sense of awe has selfishly been taken away from me.
I go to the cinema to be amazed, to escape the day-to-day shittiness of having to go to work and to give me an excuse to babble on about films. Whether that’s with my mates, or in one of those many reviews I’m allowed to keep writing here.
What I don’t go to the flicks to do, is to watch the gaps in between the plot points and spoilers that I’ve already seen in your bloody trailers and TV spots.
So, of course, from here on in there will be spoilers. Mostly of older films, but I will telegraph them all and hopefully give you the opportunity to skip those you want to.
There are definitely degrees of spoiled bits, I reckon. There’s that key moment in last year’s Jurassic World where Chris Pratt’s main character, Owen, has his little bad ass moment. Zipping through the jungle growth on a bike followed by a herd of dinosaurs; that should be this amazing, awe inspiring moment. But we all knew it was coming. It was in the damn ads.
From the first reveal, to the final trailer: we saw Owen “taming” these animals one second and running with them like Mowgli and the wolves the next. But this ain’t that bad…. OK, it is. But it’s one action scene in a two hour film full of them. It’s almost understandable that you’d need to show something to whet the audiences’ appetite. There are plenty of other scenes you could have used, but whatever.
It’s nothing – and I mean nothing – compared to the now infamous Terminator: Genisys trailers. An average-at-best film (on a good day) needed a good marketing campaign to get people excited for it. After Salvation, no one wanted this pointless half reboot, and a great trailer campaign would’ve got you some serious hype.
Instead, the imbeciles whose only job was to sell me the movie decided to put the film’s defining moment, its big twist, in the god damn trailer. And here’s where my biggest issue with these bloody trailers lies – I can’t avoid them! I was staring at a screen the size of the barn when someone revealed that John Connor was a poxy Terminator!
So many films have fallen foul of this egregious marketing bullshit. Recently, X-Men: Apocalypse had Quicksilver’s family tree and a super-clawed cameo thrown directly into the faces of film goers in its final trailer The latter of which was revealed in TV spots during the ad breaks for any show on after 6pm.
Imagine trying to avoid spoilers for your next big film, only for it to be ruined because you had the audacity to be watching Coronation Street!
Southpaw gave away a vital plot point/character death in its initial trailer. Star Trek Beyond not only gave away massive plot points in its final trailer, but ruined what should have been a head nodding “awwwwww SHIT!” moment from the first reveal trailer. One of those Twitter buddies I hold so dear even had a spoileriffic trailer for The Huntsman: Winter’s War played to him in the trailer segment just before the Snow White sequel was due to be played.
I know it’s not a new phenomenon, I do. I know that as long as trailers have been a thing, they’ve been spoiling what they’ve been advertising, but surely it’s time for something to be done. As I write this, I’m furious (and deeply thankful) that another Twitter acquaintance warned me off of the latest Suicide Squad trailer as it reveals a load of act three spoilers! What the fuck, Warner Brothers?
It’s time these idiots leaned how to market their films. Recently, 10 Cloverfield Lane managed to get the world flocking to see it, even after it looked like a sequel to a mediocre film that no one really asked for. Marketed perfectly, we all went in clear-headed with no idea what we were letting ourselves in for. And made an excellent film from it, too.
Or you can go the other way. You can pound us with never-ending ads, trailers and TV spots if you want. Why not? Deadpool did it. But its genius is in the fact that after trailer one, we got no new footage shown to us. A load of new stuff made especially for its campaign kept the jokes coming in at ten to the dozen, without killing the comedic payoff once the film actually came out.
Just take a look at what Adam Wingard did last week. He got us all super excited for his amazing looking, insanely creepy The Woods. Then went and revealed that it’s actually a Blair Witch sequel! He managed to grab a franchise many didn’t care for and as many had forgotten – myself included – and made me all kinds of excited for it. I guarantee that trailer has barely scratched the surface of what we see when the film hits!
Come on guys, you can do so much better. Some of the greatest, most memorable films that stuck with us came with stellar marketing campaigns too. There’s no need to explain the film’s plot, beat-by-beat. or reveal twists and show all the best bits in the 2-4 minutes you get to advertise your film.
Ask absolutely anyone. Blowing your load early like that is never pretty and people don’t come back for more.