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.