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The Ten Best Trailers I've Seen - #9
Resident Evil - Apocalypse
I vividly remember this trailer as completely kicking my ass in the theatre. As most will understand, there's always those awful ads before the trailers even start (though they are getting better recently), and I assumed this was one. Which made the surprise moment even more surprising. I suppose that most people familiar with the video game series probably realized what was going on immediately, but I definitely know the series and didn't realize it, so who knows?
Money Shot: Without a doubt, when the model's face begins cracking and deteriorating. The "commercial" part of the trailer is just long enough that if you didn't recognize the innocent Umbrella name-drop earlier, you're totally caught off guard. It's freaky and startling, and just for good measure they throw a wild, crazy dog barking in there to make sure you're awake. Awesome.
Musically: The music is very well done. There's three parts - the fake commercial, the short action montage, and the chilling ending. In each segment the music fits exactly what the trailer is conveying...first, it's that generic, soothing blend of music that plays in basically every real health commercial (which adds a ton of authenticity to the feel of it). The action part isn't really music, but the rapid, increasing beats parallel nicely with the "revelation" and quick video shots. And the ending goes back to the fake commercial theme, only this time it has a twisted, very sinister tone to it...which is perfect.
Visually: The fake commercial part looks exactly like the type of commercial it's imitating. Exactly. Combined with the appropriate music and voice, the fake commercial comes across as very believable. The action shots are quite fast, but a few scenes jump out at you...the barking dog, the falling cannister, and lots of zombie mouths, all of which pretty much sum up lots of the first movie.
The Ending: Back to the fake commercial theme! But this time, the secret's been revealed, so they switch to giving us spooky music and a cryptic line "Our business is life itself," which of course as anyone who's seen the first movie knows is very, very ironic. It's an effective ending. It fits the theme of the overall trailer and leaves us with a great parting shot of that line and the T-virus canisters.
Extras: The fake commercial part is just so well done. It completely parodies and imitates real-life health product commercials in every way...the music, the voiceover, even the close-up shots and CGI animation of the product "working". I'm not the biggest fan of the series, but I saw the first movie and played a bunch of the games. I am well aware of what Umbrella Corporation is. But I was still completely surprised when the big scene switch came. (The funny thing is, when they mention Umbrella, I actually thought to myself "Huh, that's kind of funny, this company has the same name as that company in Resident Evil...BUT IT NEVER OCCURRED TO ME THEY WERE THE SAME. Maybe I was just particularly dim-witted that day.)
So what's wrong with the trailer? Well, it doesn't do a thing to sell the new movie. We see not a single scene, or hint, or ANYTHING, as to what Apocalypse will be about. So it's not like Average Joe sitting in the theatre will see this trailer and all of a sudden want to see it. This is a problem because the people who were already going to see the movie (fans of the games or of the first film)...were already going to see it!
To summarize, this trailer was awesome and very original, but it was basically useless. If you weren't going to see it before, then you still weren't going to after seeing the trailer, and if you were already planning to see the film, well then you didn't need to see the trailer. In this sense the trailer fails big-time.
* * * * * * * * * * * * * * * * * * * *
Darth Vader Being a Jerk
Star Wars would be such a better movie if stuff like this happened.
The Holiday Hawk commercial
This makes me laugh every time I see it. EVERY TIME.
[posted by Rades at 4:58 PM] LINK ||
Resident Evil - Apocalypse
I vividly remember this trailer as completely kicking my ass in the theatre. As most will understand, there's always those awful ads before the trailers even start (though they are getting better recently), and I assumed this was one. Which made the surprise moment even more surprising. I suppose that most people familiar with the video game series probably realized what was going on immediately, but I definitely know the series and didn't realize it, so who knows?
Money Shot: Without a doubt, when the model's face begins cracking and deteriorating. The "commercial" part of the trailer is just long enough that if you didn't recognize the innocent Umbrella name-drop earlier, you're totally caught off guard. It's freaky and startling, and just for good measure they throw a wild, crazy dog barking in there to make sure you're awake. Awesome.
Musically: The music is very well done. There's three parts - the fake commercial, the short action montage, and the chilling ending. In each segment the music fits exactly what the trailer is conveying...first, it's that generic, soothing blend of music that plays in basically every real health commercial (which adds a ton of authenticity to the feel of it). The action part isn't really music, but the rapid, increasing beats parallel nicely with the "revelation" and quick video shots. And the ending goes back to the fake commercial theme, only this time it has a twisted, very sinister tone to it...which is perfect.
Visually: The fake commercial part looks exactly like the type of commercial it's imitating. Exactly. Combined with the appropriate music and voice, the fake commercial comes across as very believable. The action shots are quite fast, but a few scenes jump out at you...the barking dog, the falling cannister, and lots of zombie mouths, all of which pretty much sum up lots of the first movie.
The Ending: Back to the fake commercial theme! But this time, the secret's been revealed, so they switch to giving us spooky music and a cryptic line "Our business is life itself," which of course as anyone who's seen the first movie knows is very, very ironic. It's an effective ending. It fits the theme of the overall trailer and leaves us with a great parting shot of that line and the T-virus canisters.
Extras: The fake commercial part is just so well done. It completely parodies and imitates real-life health product commercials in every way...the music, the voiceover, even the close-up shots and CGI animation of the product "working". I'm not the biggest fan of the series, but I saw the first movie and played a bunch of the games. I am well aware of what Umbrella Corporation is. But I was still completely surprised when the big scene switch came. (The funny thing is, when they mention Umbrella, I actually thought to myself "Huh, that's kind of funny, this company has the same name as that company in Resident Evil...BUT IT NEVER OCCURRED TO ME THEY WERE THE SAME. Maybe I was just particularly dim-witted that day.)
So what's wrong with the trailer? Well, it doesn't do a thing to sell the new movie. We see not a single scene, or hint, or ANYTHING, as to what Apocalypse will be about. So it's not like Average Joe sitting in the theatre will see this trailer and all of a sudden want to see it. This is a problem because the people who were already going to see the movie (fans of the games or of the first film)...were already going to see it!
To summarize, this trailer was awesome and very original, but it was basically useless. If you weren't going to see it before, then you still weren't going to after seeing the trailer, and if you were already planning to see the film, well then you didn't need to see the trailer. In this sense the trailer fails big-time.
Darth Vader Being a Jerk
Star Wars would be such a better movie if stuff like this happened.
The Holiday Hawk commercial
This makes me laugh every time I see it. EVERY TIME.
[posted by Rades at 4:58 PM] LINK ||