Trailer Talk: 'Thor: The Dark World' And The Unnecessary Second Trailer

Well, the second trailer dropped for Thor: The Dark World just minutes ago and it’s… fine?  I’ve written extensively about why Thor: The Dark World, which Disney/Marvel is opening on November 8th, is an important film for its studio (it will be the first true test of Marvel’s post-Avengers box office might), but what is interesting is that this 150-second trailer is basically just an extended version of last April’s 106-second teaser. We get pretty much the same exposition, many of the same money shots, and much of the same plot beats.  On one hand, it’s nice that Marvel isn’t giving away more story and more visual highlights.  On the other hand, it both makes one wonder if there isn’t that much more to show while also making this second trailer completely redundant. What’s noteworthy, and not exactly in a good way, is that it gives you barely a glimpse of Christopher Eccleston as the film’s primary villain, seeing fit to once again sell Loki as an antagonist-turned-unwilling partner. I’ve written countless times about how important it is to highlight the villain for these kinds of sequels.  And while there is no law saying that a sequel has to center its marketing campaign around a villain, as The Dark Knight or Star Trek Into Darkness did, we at least should have, as a general audience, some idea of who Thor is facing this time around.  Yet we only get a few glimpses of Malekith.  What this leaves us with is a trailer that basically advertises “come for more of the same!” That’s not always a bad thing if you want to just replicate the success of the first film (see Iron Man 2), but if you’re hoping for a bounce, you need to highlight an added-value element. It’s the difference between Alvin and the Chipmunks: The Squeakquel (now with Chipettes!) and Alvin and the Chipmunks: Chipwrecked (now with… uh… nothing new!). The problem is that this trailer fails to showcase what’s new this time around while, by being an extended version of the teaser, making audiences question if they really don’t have much else to offer. Of course, it’s not a question of Thor: The Dark World being a hit or a flop.  It will fly high come November 8th in America and October 30th elsewhere. But this trailer, which actually has me less excited to see the film than the first teaser did, represents a prime example of “quit while you’re ahead”. As always, we’ll see… You might also like…  Natalie Portman, Kristen Stewart Top Forbes List Of Hollywood’s Best Actors For The Buck

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