Trailer Overkill: Taking the Mystique out of Looper
Last week, the trailer for Rian Johnson’s (Brick, The Brothers Bloom) highly anticipated new film Looper hit the web. I watched once out of curiosity and it solidified the movie’s place on my personal list of Fall must-sees. I was prepared to not think any more of the trailer — after all, why should I? The purpose of a trailer is to convince you to buy a ticket and this assemblage of Looper did exactly that for me.
But over the next few days, it seemed like my Twitter and Facebook feeds were crowded with nothing but re-posts of said trailer, with friends and colleagues practically analyzing it frame-by-frame. At the very least, some had watched it dozens of times. My big question was: Why? Surely, the trailer is expertly edited enough that it gets your adrenaline pumping as you watch it… But don’t repeat viewings of promotional materials ultimately take away from the experience of watching the movie once it’s out?