As much as we all like to shit on J.J. Abrams for his Mystery Box bullshit, I do share his sentiment that too many films today oversaturate audiences when it comes to marketing. We get four different trailers and a dozen various TV spots that collectively reveal somewhere in the neighborhood of a half hour of movie before you've ever walked into the theater, and that certainly dilutes your sense of discovery when the movie finally unspools before your eyes. It's for exactly that reason that I typically engage in a full on media blackout in the last month or two before the release of a big tentpole film. I ignore YouTube links, I change the channel when an ad plays on TV...I've even been known to close my eyes, block my ears and softly hum through trailers that play when I'm seeing something else in the theater. Usually a teaser and one full length trailer is enough to sell me on a movie and if I'm already on board at that point, I don't need to see anything else.
After today I'll be performing this same kabuki routine when it comes to
Guardians Of The Galaxy, which is in a tight race with
Dawn Of The Planet Of The Apes for my most anticipated movie of the summer. I've been in the tank for this movie from the get-go and nothing I've seen has done anything to assuage my excitement. This new international trailer is the first to give us a sense of Peter Quill's overall journey as well as our best taste to date of Rocket Racoon in action and I love everything about it. Marvel's marketing machine is starting to seriously kick into high gear, having spent the last week releasing a series of character posters. The best one is, unsurprisingly, the one with the gun-toting raccoon standing on the shoulders of a sentient tree person.
If you still need to be convinced that this movie is your cup of galactic tea, well then I feel sorry for you. Maybe this will finally do the trick.
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