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BrentonNew Moon Teaser Trailer: Fan-friendly advertising vs. new fan advertising
August 18th 2009 03:57
Ok, so a month back when we received the teaser trailer to New Moon – the next installment to the highly successful Twilight Saga – I anticipated one hell of a preview. After all, this was a modern phenomenon.
Imagine my disappointment with a sappy preview that relied heavily on the background swishes and build-up music to entice an emotional response in its audience. If I didn’t know anything about the Twilight plot I would’ve been completely lost.
I know that most fans of the Twilight Saga were satisfied with this preview. To a person who has not read the book (yours truly) the trailer seemed to string together scenes that appeared important: birthday party, paper cut, angst in the forest, then some shirtless guy who explodes into a werewolf.
Ok, I haven’t read the books but I do know what happens in this one – so I wasn’t completely lost.
But I guess that brings up another issue – should the marketing department behind popular franchises such as Twilight and Harry Potter advertise for the devoted fans only or should they also cater to those who have no previous knowledge? The marketers behind Twilight know their audience, that’s for sure. The trailer showed a kiss between the lovely Edward and Bella, it showed some action, and it showed a very toned and shirtless Jacob. All the fans must’ve been satisfied (both teams).
Now lets look at another popular franchise with a recent trailer: Star Trek. I know I bring up Star Trek quite a bit, but stay with me. The teaser trailer to Star Trek catered to the fans more then the official trailer. In the teaser you got some curious scenes of construction followed by Leonard Nimoy saying those iconic words, “Space the final frontier”. The trailer then closes in on the word "Enterprise" on the front of the space ship. An average viewer probably didn’t know that the voice was Leonard Nimoy or even the significance of the word “Enterprise” (although, if you didn’t where have you been for the past 40 years?).
The next trailer was friendlier to non-trekkies. It showed a clear storyline with compelling action sequences and enough vague fandom material for the loyal trekkie to catch.
So with all that said, here’s hoping that the next trailer for New Moon will compel me to join the masses on November 20th.
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