From The Forbes:
Well, now that a perfectly legal and non-bootleg version is officially online, along with a new poster to boot, let’s talk!
First of all, I am always a sucker for marketing that uses somewhat unconventional musical choices, and the use of “I’ve Got No Strings” to score the chaotic action montage is brutally effective. Second of all, for a trailer that runs just 136-seconds, you get a lot of varied bits and pieces of both action set pieces and various characters reacting to whatever the heck goes down in this second Avengers installment. Having said all of that, this is such a textbook “dark sequel” trailer that it borders on parody, complete with narration by the new villain explaining that the moral simplicity established by the first film was just an illusion, that the heroes haven’t really made anything better, that yada-yada-yada.
There is nothing wrong with a sequel going darker, as frankly most of them do, and there is nothing wrong with a good “dark sequel” trailer, which this very much is. But there is something amusingly predictable about the trailer’s construction, with the notion that you could arguably cut together a version of it using clips from the various trailers for The Dark Knight, Skyfall, and Star Trek Into Darkness among others. But if we judge the trailer outside of the whole “dark sequel” context, it’s a pretty spectacular piece of marketing, one that elevates itself both by the above-noted music choices and by James Spader’s vocals as the title villain. Much of what he says is “new villain” boilerplate (I was waiting for a “We’re not that different you and I!”) but you hire an actor like Spader to make that stuff sound good. The action looks suitably large-scale, although I’m getting a little bored of the arbitrary mass destruction and innocents fleeing from the carnage stuff. Nonetheless, we get Hulkbuster armor and plenty of new footage of Quicksilver and Scarlet Witch to wet the appetites.
The film looks gorgeous and cinematic, with director Joss Whedon seemingly answering those who (unfairly) felt that The Avengers looked flat compared to The Dark Knight Rises or The Amazing Spider-Man. Point being, I can make fun of the Dark Knight nature of the teaser all I want (to paraphraseRobert Downey Jr. in Tropic Thunder, it goes “full dark sequel”) and pontificate about the somewhat generic narrative accordingly, but this is still the kind of stylish marketing that fans will watch for entertainment long after the film itself comes out, which is the mark of a good teaser trailer. It’s also good enough that I would love for Disney to show real courage and not release another trailer before the theatrical release. If you don’t want to see Avengers: Age of Ulton after this teaser trailer, I can’t imagine what would sell you further down the line.
Now as some of you probably know, the official release of said teaser was preceded by the bootleg release of the UK version. The official release of this domestic trailer was supposed to follow next Tuesday’s Agents of SHIELD, and I’m sure plenty will still tune in to see said trailer on their 55″ HDTVs anyway when the time comes. It’s a shame the teaser got leaked though, as it would have been interesting to more accurately ascertain the ratings bump absent the early leak. In short, if the ratings for the October 28th Agents of S.H.I.E.L.D. went up significantly, it would have signaled not just a new avenue for Marvel and Walt Disney DIS -0.5% to release their trailers, but a whole new avenue for news of all sorts in regards to the Marvel universe. Imagine a theoretical future where Marvel used Agents of S.H.I.E.L.D. orAgent Carter as a vessel for major announcements.
Want to know who is playing Dr. Strange? Find out right after next week’s Agent Carter! Want to know who is directing Wonder Woman? Tune it to tonight’s Gotham to find out before anyone else! That is just one advantage of having a multimedia franchise of this ilk. Obviously Marvel is in better shape for this kind of thing because all of their properties are of the same universe and because Disney owns ABC, but the potential is still there. Meanwhile, for those who actually want to see this Avengers 2 trailer in a movie theater (Heaven forbid!!), we’ll see whether Marvel and Disney actually hold off until the weekend of November 6th for Interstellar and Big Hero 6. That was presumably the plan until the Agents of S.H.I.E.L.D. tie-in was announced. Of course, since I may be planning to see Interstellar several times for an unrelated piece next month, I may well see this puppy in theaters as intended more than enough times.
Anyway, Avengers: Age of Ultron is all-but-sure to be the biggest movie of 2015 regardless of how this trailer plays on computer screens, televisions, smart phones, or IMAX screens. The film stars Robert Downey, Jr., Chris Evans, Chris Hemsworth, Mark Ruffalo, Scarlett Johansson, Jeremy Renner, Samuel L. Jackson, Cobie Smulders, James Spader, Elizabeth Olsen, Aaron Taylor-Johnson, and Paul Bettany, It is once again directed by Joss Whedon and will open in America on May 1st, 2015. As always we’ll see.
Credits: The Forbes