Thursday, October 17, 2013
To the people at Disney marketing... I have one thing to say...
Now that's how you do a trailer!
That all being said, I'm not watching it again for fear of any potentially spoilerific shots. Despite my criticisms of Disney's marketing department, I have to hand it to them... I was in awe during this trailer, because it got a lot of things right and it made the film look exciting. I'd say it's their best (spoiler stuff aside) trailer since Brave's final theatrical trailer; if we exclude spoilery stuff, the best one in a while.
It featured at least one song, and it dominates the last half of the trailer. That was truly great. There was even text saying "The music"!
The trailer also said "Experience the greatest Disney animated event since The Lion King"... Okay, I'm glad they said animated event, because every film of theirs as of late is an animated event, but the whole Lion King thing is all subjective of course. But it's a good way to entice audiences to see it since The Lion King is often named the best Disney animated film by many.
The mix was mostly even, but I'm just happy to see a trailer where the story was the main focus and not the gags. Disney marketing may realize that this routine won't work this time around given how a lot of family-friendly animated comedies just didn't do so well at the box office this year, so it was great to see them differentiate this film from the rest. Now if only this was done for trailers as far back as 2008, when Bolt was coming out. Hopefully they keep it up for their future films, now that the studio is financially successful again and the next slate of films delivers a boatload of promise.
Given their expertise with viral marketing, this trailer shows that Disney's marketing department people do have the ability to cut very good, effective trailers.
So yes... Watch it!