September 09, 2013A full-fledged trailer right now would be too much, but I think consistent teasing is appropriate for a few reasons. Firstly, Legendary really needs to drive the case home over time that this won’t be the ’98 Godzilla. The other day I heard two idiots on the bus joking about the Godzilla movie they’ve just heard about, wondering if he was going to lay eggs like “in the original”. The public needs to be aware that this isn’t the same monster, but not necessarily through a trailer. Secondly, his presence in teaser material should reflect his character…which is mysterious. His presence ahead of time needs to be just as secretive, derelict and unknown as the true original. Maybe a teaser poster every two months or so showing off bits of anatomy, skin texture, other monsters, characters, but not him out in the open in the sunlight. Thirdly I notice that a lot of upcoming movies hold off ALL information until the last two months, and then bombard a tv audience with a ‘sizzle reel’ revealing every great shot, quote and effect from the movie. Godzilla shouldn’t be spoiled too early or too late, Legendary just needs to put the advertising rubric down and try a Goldi-locks approach to this. That said, if I have to wait until the Hobbit to see Godzilla I’ll be really angry. Not because I had to wait, but because I won’t find Smaug scary at all after a Godzilla teaser.
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