Trailers are their own industry now. In some cases, they tend to be more highly anticipated than the movie they’re selling. But they can also have their own artfulness as they walk the line between advertising and skillful editing. A good trailer stays with you when even the film may have faded.
What I love about this trailer is that it gets to the psychedelic core of the movie rather than just trying to sell this as another wackyNicolas Cagemovie. Yes, it does have a button of Nicolas Cage having a chainsaw fight, but the trailer is really about the plot of the film and the insane world it inhabits. Credit to RLJE Films for selling the totality of the movie rather than just banking on Cage and his fans.
14) Overlord
When you don’t have major stars, you’ve got to try a little harder to sell your movie. The trailer forOverlordstarts off looking like a typical World War II movie, but it’s expert use of “Hell’s Bells” helps lead us into something more twisted and unexpected. Also, kudos for getting away with a shot as gross as the guy with a quarter of his face missing.
13) Sorry to Bother You
I don’t know the best way to sell a satire about race and capitalism, but this trailer is probably the answer. The best thing about this trailer is that it hints at how crazy the movie gets without spoiling its craziest aspects. Some may have argued that the film could have done better, but I don’t know a trailer that could have done a better job at selling the film honestly while still making it appealing to a general audience.
12) Suspiria
I guess you could argue this is a “bad” trailer sinceSuspiriawas a flop, but honestly, when it comes to a remake of a 1970s cult horror film that takes place in a dance academy and involves witches, is that really a movie with broad appeal? It’s far better to try and sell it to people who either need convincing that this is a different beast than the original and that this isn’t your average horror film. It does so wordlessly and to great effect.
11) The Old Man & the Gun
What immediately catches you here is the 16mm filming thatDavid Loweryuses here to make it look like the film stepped out of the late 70s, early 80s when the film is set. It’s classy, it’s debonair, and it’s fun. Yes, it’s the story of a bank robber, but it does so with great aplomb and not a hint of meanness. I also love the use ofJackson C. Frank’s “Blues Run The Game”.
The ways people’s opinions change over time never ceases to amaze. I remember being at a Comic-Con where they showed the trailer forDevil, a movie just produced byM. Night Shyamalan, and people booed. But now we’ve gotGlass, and people can’t wait to see what he has up his sleeve with a long-awaited direct sequel toUnbreakable. The ending ofSplitwas a wry tease, but now we get to see the payoff, and while I’m sure there will be twists aplenty, this trailer makes the film look exciting on its own merits rather than having you guess what Shyamalan has up his sleeve.
9) Hereditary
What a shot to open this trailer. It lets you know thatHereditaryisn’t your typical horror film, and while it may not appeal to everyone, it immediately clues you in to how utterly creepy this movie is without giving away some of its biggest scares. Also, weaving in the “clicking” sound is both clever and unnerving.
It came in just under the wire, but the trailer forUshad to make the cut. It would have been easy enough to just sells this onJordan Peele’s name and the success ofGet Out, but this trailer treats its audience with enough respect to scare the hell out of them based on the concept alone. Rather than cloaking itself in mystery, the trailer forUsjust comes out and says what it’s about, and knows that the concept and the imagery is terrifying enough on its own. It’s one of the year’s boldest and best trailers, and it’s already giving me nightmares.
7) If Beale Street Could Talk
All of the trailers for this movie were pretty good, but it’s hard not to fall for the one that uses the voiceover of the book’s author,James Baldwin. His words and voice when paired with the gorgeous camerawork make you just want to sink into this movie and let it wash over you.
6) Godzilla: King of the Monsters
I love the use of “Claire de Lune” here because it’s such a wonderful juxtaposition between the lilting melody and these giant, hulking, violent beasts. It ties it all together with majesty rather than just having it sit as another blockbuster packed with CGI destruction. This trailer makesGodzilla: King of the Monsterscome off as epic, as it should be.
