Restraint is a foreign concept when it comes to marketing
genre films. Studios would rather use
advertising to bludgeon audiences into submission than to entice them into the
theater. That makes it very hard for
those of us who avoid spoilers like the plague.
The new domestic trailer for Looper
is a great example of this practice at work.
It comes right on the heels of the international trailer. Not only does it reveal new shots, but offers
slightly extended versions of ones that were merely teased in the first two
trailers. The result is the movie
marketing equivalent of a car wreck. In
this particular case, the carnage is so beautiful that one can’t bear to look
away.
The visuals are stressed a bit more this time, and certain
moments are allowed to play out longer. That
reveals a pleasant surprise. Each shot
is held long enough to allow the viewer to actually follow the sequence of
events. It would’ve been nice to have
discovered that in the theater, rather than have some of the film’s best
surprises ruined for me. Oh well.
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