David Ayer’s ‘Suicide Squad’ is continuing along a new approach to film marketing that, if not outright established by ‘Star Wars: The Force Awakens,’ has been deeply influenced by it. This new style has become the gold standard for comic book and science fiction movie properties. Comic conventions, cos-players, and self-proclaimed ‘nerdists’ across the spectrum have helped transform film culture. Trailers, in and of themselves, have become event-worthy features.
Disney’s recent acquisition of the Star Wars property has proved successful, but this has been no huge surprise to industry insiders or franchise fans. It was a $4 billion purchase, but it’s recovering those costs faster than expected. ‘The Force Awakens’ has broken box office records across almost every category, although it’s appeal in foreign markets still appears to fall short of James Cameron’s ‘Avatar.’ Needless to say, nostalgia is one hell of a drug, and movie studios have taken note.
Film trailers are transforming how we look at films. They are driving internet traffic, spawning discussion boards and fan theories, and sculpting the final cut. Release dates are set not just for the picture itself, but for the trailer. Bootlegs of these trailers escape from Comic Conventions and quickly leak onto the inter-webs for everybody’s enjoyment. It has even been speculated that trailers are being intentionally leaked so as to curtail low-resolution bootlegs that simply won’t look as good. When a bootleg of the ‘Superman Vs Batman’ film was leaked last spring, Warner Brothers was essentially forced into prematurely releasing a better quality version.
To reiterate: fans are so persistent that studios are possibly leaking their own content. That is a remarkable thing.
Now, a movie trailer has commanded a half hour of television. In an extension of what has been accomplished with programs like Chris Hardwick’s “Talking Dead,” television specials are being used to market films.The Dawn of the Justice League on The CW, which aired Tuesday evening, was nothing more than a back-door pilot for ‘The Suicide Squad’ trailer. They devoted a half hour of network screen-time to debut a movie trailer.
As of this writing, the ‘Suicide Squad’ trailer has racked up 22.5 million views. These are the numbers just from the official Warner Brothers YouTube channel – several other channels have released copies of the trailer as well, all with high view rates. That is a significant number for a two minute video released only two days ago. The movie is still being made – it’s still in post-production. The final edit has not been settled upon. Audiences have seven more months before their appetites will be satiated.
Welcome to the modern film hype.
If there’s anything we all already know, this movie will cement Margot Robbi as the next hot thing in Hollywood. The CW gave a half hour of network time to a movie trailer. The movie trailer gave all of it’s energy to Margot Robbie (Harley Quinn). Fan-boys the world over have set their laser sights on the pig-tailed anti-hero, and they don’t even have to suffer through that 1950s-era Jersey accent from the Batman Animated Series.
The DC Cinematic Universe has struggled to match Marvel’s success, but the tide may be turning. Only time will tell.