The Super Bowl, the NFL’s championship game and annual
cultural milestone, is always one of the most watched TV events of the year.
Advertisers take full advantage of even the most casual observer tuning in to
roll out a new campaign, as does Hollywood. This year’s crop of movie trailers
was on the light side, but still offered plenty of Good, Bad, and Glorious.
Here’s how it played out during Super Bowl LII (that’s 52, for you muggles)…
The Good
-Airing before kickoff, but still worth a mention are John
Krasinski’s horror-thriller A QUIET PLACE and the Jennifer Lawrence-led spy
flick RED SPARROW. Both offered new footage while ramping up the tension and
action.
-It’s always fun to see Dwayne “The Rock” Johnson doing
anything, and the trailer for his new thriller SKYSCRAPER didn’t disappoint.
The trailer offered some dizzying visuals and a surprise handicap for the
Rock’s character.
-The MISSION IMPOSSIBLE series with star Tom Cruise is about
to bring its sixth film since 1996, and the new trailer for the July release,
subtitled FALLOUT, was a showcase for some great-looking stunts.
The Bad
-The good news about the trailer for JURASSIC WORLD: FALLEN
KINGDOM is that it was full of people being chased by dinosaurs. The bad news
about the trailer is that it was full of people being chased by dinosaurs. Just
the same old thing all over again.
-You get negative points for not showing up. No trailer for
the Warner Bros. adaptation of DC Comics’ AQUAMAN (they need positive vibes badly), and nothing for high-profile
releases such as TOMB RAIDER, PACIFIC RIM: UPRISING, THE INCREDIBLES 2, or
READY PLAYER ONE.
-Marvel’s BLACK PANTHER was cross-promoted with a car
commercial. Fans don’t care about cars, they want to see their heroes.
The Glorious
-Where Disney may have stumbled with BLACK PANTHER and
INCREDIBLES 2, they made up for it in the superhero department with a new spot
for the much anticipated AVENGERS: INFINITY WAR. The quick spot drove home the
point that this is the beginning of the final chapter of a journey that started
a decade ago, and also managed to feature the majority of the massive cast.
-You get major points for pulling a surprise, and Disney won
the cinematic night with the first look at SOLO: A STAR
WARS STORY. We heard that there would be a trailer last week, and then told
no...we’d have to wait until Monday, so when that famed LucasFilm logo faded
up, attentions were no doubt grabbed. The trailer was quick and snappy with
some stunning visuals of the old Empire and the Millennium Falcon, and the first look at Alden Ehrenrich as Han
Solo. And as a bonus, the trailer served as a teaser for the full-trailer
release which arrived today. STAR WARS is still full of surprises.
*
Super Bowl LIII will be played February 3rd,
2019.
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