The final trailer for Jurassic World: Fallen Kingdom dropped yesterday, and I’m still angry about how much of the story it gave away.
It’s not a new phenomena for feature film trailers to give away too much of the story, and in essence spoil their own plot threads. But yesterday the third and final trailer for Fallen Kingdom proved to be perhaps the most egregious example of a film studio giving away far too much since The Amazing Spider-Man 2 actually showed the final shot of the movie in a trailer.
There’s an obvious argument for why studios do this, at the end of the day they’re a business and their job and the role of the marketing department is to get people into the cinema. But that shouldn’t come at the cost of the cinematic experience you take part in once you’re there.
In part in can perhaps be associated with the Social media age we’re currently living in. People want information in small portions and they want it straight away in quick news cycles. So hiding away the main story thread and focusing on tone and themes isn’t perhaps the best way to approach a trailer aimed at a mainstream/general audience. Instead your trailer needs to focus on “moments”; key shots and plot points that grab the attention and make you want to see the film.
The final Fallen Kingdom is littered with said moments, some of which are highly infuriating spoilers, so I won’t go into detail here. But what I can do is note that there are at least 5 key moments, plot points or mysteries spoiled over the course of a 2 and a half minute long trailer.
So the question has to be asked, can marketing departments focus on themes and tone and still get those tickets sold? Quite frankly, the answer is a resounding yes and anyone from the film industry who argues otherwise is either complacent or incapable of producing a unique marketing campaign.
John Krasinski’s recent horror-hit A Quiet Place is testament to the wonders a good marketing campaign can do. It didn’t spoil key moments of the film, only ever alluding to them, and relied on the quality of the film premise itself to sell the tickets. That could have failed spectacularly, especially for a film that doesn’t have any prior name value, but to everyone’s surprise it opened up to similar numbers to that of Ready Player One.
What’s all the more frustrating is that Fallen Kingdom nearly had it nailed. Whilst the first trailer failed to capture the buzz that Universal likely wanted, and received pretty negative reactions, the second trailer was widely praised. Honing in on the horror tones of the film and providing only the most basic of story-points, the second trailer told us exactly what the film was going to be and teased enough moments to grab our attention, all the while maintaining the secrecy that hotly anticipated films should try and keep.
What’s more concerning on the Fallen Kingdom front is that apart from that second trailer the entire marketing campaign feels like a B-Movie you would find on the SyFy channel. Alongside the most recent trailer we were treated to the following poster and I can safely say that it’s one of the worst I’ve seen in a long time.
So enjoy marketing campaigns the likes of which A Quiet Place managed to produce, applaud studios when they manage to scramble together a trailer that tells you everything you need to know and nothing more and criticise when they give you too much. Talk with your money if you have to. Because until movie-goers start to show that marketing still matters in this social media age the steep slope that trailers find themselves on is only going to get worse.