Been a while since I posted a “Marketing And Movie Trailers”.  Is it me or has there been a lack of interesting movies so far this year?

Anyway, saw “Toy Story 3″ recently and LOVED it.

Without further ado, here’s the trailer…

OK, so how does it score on our usual scoring system?

A – Attention

Quickly sets the scene.  Interesting reference to previous Pixar hits (“Finding Nemo” etc).  Guess that’s there to build credibility and “authority” but I would guess most of the prospective audience already know about the Toy Story series.  Doesn’t hurt to remind people about more recent hits, though.

Not a great opening, in my opinion.  Mildly interesting, rather than arresting.

Score – 1.5

I – Interest

OK, this is where the trailer picks up.  With the background set up, we discover that the toys are going on  a “journey”, one of those classic story themes.  Of course, there are lots of “New” things to discover!  New places, a new situation and…lots of new toys!

Does a good job in this section…

Score – 2

D – Desire

Here’s where the trailer falls a little flat, in my view.  Sets out the fairly predictable story and fails to really build up any real curiosity.  Sure, looks like there are going to be some “adventures” on the way home for the toys, but the trailer fails to create any sense of drama.

In the end the trailer script is leaning heavily on the assumption that the viewer knows and cares about the Toy Story characters and will want to see what happens in the latest adventure.

Score – 1.5

Overall, a pretty average effort.

Bonus Mark – 0.

Total – 5

So, a poor trailer but a GREAT movie.

The movie has done well at the box office and received good reviews, so they obviously didn’t need a great trailer this time around.

If you’ve read any reviews you’ll know there’s a real emotional punch at the end…

…and yes, this particular “grown man” did cry!

Very much looking forward to the upcoming “Sherlock Holmes” movie with Robert Downey Jr and Jude Law.

I’m a big fan of the original stories and have read them many, many times.  So there’s always a degree of trepidation when someone decides to “interpret” a classic.

In this case, however, the director Guy Ritchie is himself a fan of the books and has gone back to the source material.  And there is plenty in the original stories to support a darker and edgier take on Holmes (recall his cocaine habit, for example).

And Watson was never the buffoon he’s made out to be in most of the best known adaptions.

Anyway, here’s the trailer…

In our customary scoring system…

A-Attention

Appropriately spooky music and waste no time setting the scene before a dramatic segue into the next section.  OK, it’s a little cliched but it works pretty well.

Score – 2

I – Interest

With a movie like this, where most people have some knowledge of the character and the broad story, the art is to keep people guessing and pique interest in what new twists and turns there are.  This section cuts quickly from clip to clip but gives a good idea of the theme and the plot.  Again, a decent job.

Score – 2

D – Desire

OK, I’m a fan so I was probably going to go anyway.  But, as I said, the big problem with a reinterpretation is the risk of alienating current fans.  People tend to have very strong ideas about what favourite books and characters should look like.  In this case, I think Ritchie has done a good job and I’m genuinely curious to see his version of the great Holmes (plus, I admire Downey Jr).

For non hardcore fans, I think the movie looks pretty interesting with plenty of action and the draw of a Guy Ritchie movie plus the high profile cast.

Score  – 2

Bonus Mark – 1. Overall the trailer is fine, so worth an overall…

Total – 7

Feel free to score this yourself and post a comment.

Leafing through a copy of “Men’s Health” magazine, came across an ad for the movie “Surrogates”.  The ad featured a very stylish Bruce Willis looking for all the world as if he was going to stand in as “Frank” in the next “Transporter” flick!

Anyway, it was enough to get me to look into the movie a little more and…

…wow!  OK, I’m a sucker for Sci-Fi but this looks very cool.

Here’s the trailer…

OK on our scoring scheme…

A – Attention

Got my interest, for sure! Wham! No messing around, straight into things.  Love the set up and note the “pitch” for the surrogates.  Seems awfully familiar to ad copy writers…

“You can live your life without limitations…Be anyone you want to be from the comfort and safety of your own home.  Without risk or danger.  You can finally live the life you’ve always dreamt of.”

Score: 2.5

I – Interest

From the opening we get into the story and once again, does a good job.  Now, I understand the movie is based on a graphic novel series (“comics” to people like me!) and I haven’t read it. People who have read the “book” may see things a little differently, of course.  But hey, I’m interested.

Score: 2

D- Desire

Yup, count me in!  OK, as mentioned, I’m a Sci-Fi fan and any movie with Bruce Willis has to have something going for it! Plus, I’m intrigued by the story and want to know what happens.

Score: 3

Bonus Mark: 0.5 (I’ve already scored this pretty highly and although I think this is a good trailer, it’s not THAT good!)

Overall, love the trailer and I’ll be seeing the movie (OK, that might have something to do with not having been to the movies for ages…I’ve been locked away working for the last month or so)!

Total: 8

OK…what do you think?  Feel free to post a comment…

UPDATE: Ended up going to see the movie the other day and I have to say it was a little disappointing.  Couple of good plot twists but at the end the movie just seemed to fizzle out.  Enjoyed the evening out, but I’ll pass on the DVD. As I said, not a bad movie, just I was expecting (hoping?) for a little more.

The new movie “Public Enemies” is out shortly…

…so as a big Michael Mann fan (“Heat” is one of my all-time favourite movies) that’s reason enough for me to take a look at the trailer…

…to see what marketing lessons we can glean.

Remember, the point of this series is get some pointers to how to make our marketing videos more effective by seeing what works in good movie trailers.

“Public Enemies” is the story of famous / infamous bank robber John Dillinger and his pursuit by the FBI.

Starring Johnny Depp and Christian Bale, it’s likely to attract a lot of interest.

Quick “Socionomic” note. Interesting that a film about an anti-hero of the Great Depression should be made now (and with such a high profile cast).

Let’s work though our A-I-D formula…

A- Attention

Got to say, I don’t find this opening very attractive.  The music grates, the gloomy colours are a turn off.  OK, the captions get the key message across but overall I’m left wondering what this is about.

Score: 1

I – Interest

Things pick up a little when we’re introduced to the main characters, for me from where Johnny Depp says “Well…We’ll see about that” (I have a feeling that could become a classic line!).  The heart of the story is basically a chase (like most crime movies) but we have a love story interweaved.  Enough going on here to develop interest.

Score: 2

D – Desire

So, has the trailer done enough to make us want to find out what happens?  There’s certainly some tension built up as we can see the trap the FBI sets for Dillinger.  I’ve already confessed to being a big Michael Mann fan so I’ll be seeing the movie anyway.  But I think this is only a so-so effort here.

Score: 2 (a little generous!)

Bonus Mark: 0

Overall, I’m not that impressed with the trailer and as I said the Desire score erred on the generous side.

Total: 5

Have to say, I’m surprised at the relatively poor score.  Won’t stop me seeing the movie but I have to confess to some apprehension about what it’s going to be like.  Which for a movie directed by Mann and starring Johnny Depp…well that’s not good!

“Well..We’ll see about that!”

Feel free to post a comment with your own scores and thoughts.

OK, time for another look at a movie trailer.

I was going to feature “Public Enemies”…

…but I didn’t want you to think that I only ever watch action and Sci-Fi movies!

So, I’ve selected the rom-com “The Proposal”.  It’s had a strong box office opening and has been a little more successful than perhaps expected.

From a look at the trailer, the story itself is a contemporary take on “The Taming Of The Shrew” tale…

…with elements of gender role reversal (a classic comedy device) plus “someone goes on a journey” thrown in as well.

Elements of “The Devil Wears Prada” as well.

OK, how does the trailer stack up on our A-I-D formula?

A – Attention

Good start, the alarm clock is a good (if often used) attention grabbing device. It starts off at a fast pace (the music helps here -the classic “Takin’ Care Of Business” by BTO) and we’re drawn in to the plot.  Overall, good job.

Score: 2

I – Interest

The core of the plot is revealed (hot shot lady exec faces deportation so coerces her (male) assistant into marriage so she can stay in the country) and we go off on a journey (to meet the family).  It’s a classic comedy set up and I found the clips funny, so again, good job.

Score: 2

D – Desire

OK, the payoff from a rom-com is the “feel good” factor plus enjoying the comedy.  Based on the trailer I’d be happy to watch the movie…

…although I’m probably not really the core audience for this.

Score: 2

Bonus Mark: 1

I liked the trailer, thought it was well done.  Good use of music (note).  Can see why the movie has done well so far.

TOTAL: 7

That’s my thoughts.  Have a look for yourself below…