Brow Beat

Is This the First Trailer for a Trailer?

Still from Prometheus
Logan Marshall-Green, Noomi Rapace, and Michael Fassbender in a stillf from Prometheus.

Photo by Kerry Brown © 2011 Twentieth Century Fox Film Corporation. All rights reserved. Not for sale or duplication.

As we chronicled on Brow Beat a couple months back, the step-by-step rollout of marketing for big-budget Hollywood pictures has become so elaborate as to be downright baroque: There are the set photos, then there are the one-sheet posters, then the teasers, then the full trailer, then the second full trailer, perhaps even a “red band” or international trailer, and finally the TV spots and full clips from the movie (which can be as long as ten minutes each). As part of that post, we marked the arrival of a new stage in marketing bloat: the trailer with commentary.

We’re as excited for Prometheus as the next Alien fan. (And, as our recurring Trailer Critic feature suggests, we love movie trailers.) But today brings perhaps the most Borgesian development in movie marketing yet: A teaser trailer for a movie trailer, or—perhaps more eloquently—a teaser trailer trailer. Watch the full 00:23 of self-satirizing glory (“prepare to experience … the new trailer …”) below:

Hollywood Advertising Enters Its Rococo Phase
Trailer Critic: Ridley Scott’s Prometheus