The latest and possibly most grotesque trend in marketing is now to offer a preview of an upcoming trailer. Or – to put it bluntly – a trailer for a trailer. These thirty second clips tease the images that will be teased at greater length in the near future. We’ve seen it with Super Bowl ads, and now we’re seeing it as a common practice for tentpole releases. Why not drag out the hype a couple more days with this sort of promotion? The latest is for Snow White and the Huntsman. Check it out.
The film is directed by Rupert Sanders, and stars Kristen Stewart, Chris Hemsworth, and Charlize Theron in this modern redress of the Snow White legend. This sort of film often gets criticized for offering modern politics in period garb, but when you’re dealing with this level of fantasy, that sort of criticism belies sexism.
I like what I see, though it will be interesting to see what they do with the seven dwarfs – who are in the movie but aren’t being marketed yet. Mirror Mirror - which also does a modern take on the Snow White legend – arrives March 30, and these two films will surely hurt each other. Audience members may be confusing the two already.
What is most questionable about the Huntsman version of Snow White is the director Rupert Sanders. Best known for his Halo commercials, the visuals are strong, but we’ve seen what happens when commercial directors are plucked to the big screen. Sometimes you get a Ridley Scott, and sometimes you get a Joseph Kosinski. But we’ll know for sure when the film hits theaters June 1.
Which Snow White do you want?