When can we expect the last trailer and what should be in it?
I can’t believe we are only a few months out from the most anticipated superhero film of all time. For me personally, my most anticipated film EVER.
Marvel has everyone’s attention right now with the huge opening for the amazing BLACK PANTHER and the digital release and upcoming blu ray home video release of the also amazing THOR: RAGNAROK. The way they are going to keep your attention in March is by releasing the last official trailer for AVENGERS: INFINITY WAR. Now look, I am not sure when the next trailer is going to come out so I don’t have some release date or some insider information that is going to be able to predict that. I do however know when the last “team up” Marvel movies have released their 2nd trailers. So before we get into what the last trailer needs to show and do lets look at when we can expect the final trailer to be released by looking back at some patterns Marvel has used in their marketing.
Let’s take a look at MARVEL’S THE AVENGERS released in 2012. According to its publication date on YouTube, the first trailer for that film was released on October 11th, 2011. The second trailer was released on, again according to YouTube, March 1st, 2012. In between those two trailers was a Super Bowl spot.
Let’s fast forward a few years to the first trailer for AVENGERS: AGE OF ULTRON. The first official trailer for that film was released on October 22nd, 2014. The second trailer was released on January 12th, 2015 foregoing the Super Bowl spot this time and instead releasing a short new trailer during the College Football Playoff. Then the third and final trailer was released on March 4th, 2015. See the pattern here yet?
And let’s look closely at the most recent “team up” film to get a better understanding of when we will probably see the final trailer for Infinity War. CAPTAIN AMERICA: CIVIL WAR released it’s first trailer on November 24th, 2015. Then released a Super Bowl spot in February and then finally released the last official trailer on March 10th, 2016.
So far Infinity War has followed these trends closely and has released its first trailer on November 29th, 2017. Then recently released a Super Bowl spot this month. If we follow the trajectory of CIVIL WAR then we can assume that the last official trailer for Infinity War will come out probably the second week of March. Most likely attached to Disney’s family friendly tentpole A WRINKLE IN TIME. So my best guess is that the final official trailer for will be released online the a few days before that film’s release and then be attached to that film throughout the weekend. Another strategy they could implement is by having a special footage trailer in IMAX screens kind of like Christopher Nolan has done with his DARK KNIGHT sequels. I feel they should maybe do something special like this considering it is a once in a lifetime type of opportunity from a marketing standpoint. How cool would it be if during the 10 year cast photo they also had an introduction to the trailer by all the major cast members at certain theaters? Or even if they had a mini documentary about 20 minutes long talking to all the people who have worked on the Marvel films up to this point and their favorite memories and moments? That would be seriously cool and would help promote the movie in a way I think the final trailer should promote the film…
NOW, TO THE FUN PART: WHAT WILL AND SHOULD BE IN THE FINAL TRAILER FOR MARVEL’S THE AVENGERS: INFINITY WAR?
Let me just say that the initial footage and trailer was great and focused mainly on introducing Thanos. With his voiceover and looming presence the main focal point of the first trailer. The super bowl spot was an extension of scenes we already saw in the first trailer so what can the final trailer do to market it the film the best way possible, satisfy hardcore fans and casual fans alike, show what the story will be without spoiling anything, and living up to the incredibly high bar set by the first trailer?
My opinion: FOCUS ON THE FOUNDING MEMBERS OF THE AVENGERS.
I think the way the trailer can maximize on its impact is to double and triple down on the fact that this film has been 10 YEARS IN THE MAKING and that its all been leading to this. Really focus on Tony Stark, Steve Rogers, Thor, and Bruce Banner, Natasha and Clint! This is where it all started and where its all been leading to so show the evolution of these characters throughout the films in a quick montage with some new voiceover or text referencing how monumental of a moment this is in cinematic history. Thanos needs to take a back seat in this trailer. The heroes need to be at the forefront. We need to see quick shots of all the heroes and maybe some expository dialogue by the characters explaining what Thanos is doing and how he plans to do it. That should be enough to satisfy the plot points for the casual fans. Show one or two new moments of action and character moments both on Earth, in Space, and in Wakanda to satisfy fans of all the movies, and for the hardcore fans hammer home the fact of the years and movies you have watched and committed to that its all been leading to THIS MOMENT. I think Marvel has an opportunity to not show us everything in the trailer. In fact, I hope they don’t even show that much more in terms of the action sequences and big plot points. Instead focusing on all these characters we have come to know and love.
The reason I think they should focus on the core members is simply because it is the culmination of THEIR STORIES and it all started with that post credit scene back in 2008 in the firs IRON MAN. Reward the people who have been watching these movies in theaters since then and who love them endlessly. Not by showing so much of the film in the trailer they feel they have seen it, but giving them just enough new information and scenes that will keep us talking and satisfied until release day. The beauty of it all is that we are only a few months out. In the grand scheme of things that isn’t THAT long of a wait. Remind us where we have been, where we are, and where we are going. Highlight each of the characters but don’t just do a montage of everyone who will be in it, and PLEASE show Hawkeye, Ant-Man & The Wasp, and Nick Fury. I want to see and understand the stakes of all this in the trailer. I want them to present it in a dramatic, exciting way. I want to see our favorite heroes in peril, looking concerned but without showing why they are feeling this way. Honestly, I want it to be hyped the way a movie like this should be hyped. 2 and a half minutes of memories, moments, love, fear, and excitement. I know that’s a lot to ask but that’s what I personally want to see and hope they do not give away too much of the film in the upcoming trailer and tv spots.
Finally, I just hope they treat this like the huge summer blockbuster it is. This is something we have never seen before and something I think we will all always remember and so with the big marketing push coming for this movie, with product tie ins, tv spots, a new trailer, and anything else you can think of…it all starts with THIS TRAILER. So, Marvel, make us proud and please don’t give the entire movie away and please remind everyone of how monumental a moment this is in cinematic history.