A lot has been made of the marketing - or should I say 'mismanaged marketing' - of Batman v Superman: Dawn of Justice.
We got a pretty decent teaser trailer last spring, an utterly fantastic Comic Con trailer back in the summer, then during the holidays, a much criticized theatrical trailer which many thought revealed way too much as well as an over-reliance on CGI.
This has caused 'good, but not great' excitement and buzz online, with box office pundits predicting lower than expected returns and preparations by fans for a less-than-stellar film.
Yesterday - with over a month to go before the film's release - Warner Bros. released the film's final trailer which is set to play before 20th Century Fox's Deadpool this weekend.
It's safe to say the trailer is...um...different.
Long gone is the dramatic beats and epic score that encompassed trailers for films like The Dark Knight Rises or Man of Steel. Here, we have what amounts to almost rock music playing against wall-to-wall action and fun.
Now granted, I understand what the studio is trying to do here: They want to build up excitement and enthusiasm for a film which is suppose to launch their DC Cinematic Universe. I'm just not sure going the 'we need to get teen boys and young men to go see this movie' route is the best way to go.
Say what you will about how Marvel conducts their business, but they know what tone and demographic they're going for in all the trailers for their films. Warner Bros., on the other hand, doesn't seem to know what tone to sell the public, which shows inconsistency and a lack of confidence in their product. Audiences pick up on that.
Now I could be wrong on all this. The film can open next month and blow everything out of the water with great reviews and massive box office, kick-starting the next comic book movie universe into high-gear. But at the same time, I also wouldn't be surprised if the film opens to so-so reviews and delivers decent but not stellar box office results a la Man of Steel.
We'll find out soon enough.
Batman v Superman: Dawn of Justice, starring Henry Cavill, Ben Affleck, Gal Gadot, Jesse Eisenberg, Jeremy Irons, Holly Hunter, Callan Mulvey, Tao Okamoto, Amy Adams, Laurence Fishburne, Diane Lane and directed by Zack Snyder, hits theaters worldwide March 25.
Soure: Warner Bros.