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Disney Releases Two-Second Trailer Clips Of Spider-Man
Courtesy of Disney
Hollywood studios are experimenting with new ways to debut trailers to build hype and ultimately fuel ticket demand.
The Big Picture: Most movie or TV trailers tend to appear online with little fanfare or simply via a social post from their stars. But marketing has become more critical than ever to a title’s success — reminding audiences a project exists is incredibly difficult in an entertainment ecosystem where attention is fragmented and marketing is often ignored. Finding novel ways to release trailers may help cut through the noise.
Behind The Strategy: This week, two of the biggest trailers of the year were released… both in unconventional ways.
Disney released the trailer for Spider-Man: Brand New Day by having fans around the world release two seconds of the trailer and then tagging other fans with the next two seconds — a chain started by none other than Spider-Man himself, Tom Holland. The full trailer followed the next day.
Warner Bros. unveiled the trailer for Dune: Prophecy during a livestreamed event featuring filmmaker Denis Villeneuve and cast members Zendaya, Robert Pattinson, Anya Taylor-Joy, and Javier Bardem, who discussed the making of the film. The trailer was then released online.
Last Blink: Disney and Warner Bros. are following the lead of indie studios like A24 and Neon, which have been pioneering new approaches to marketing. Neon, in particular, has taken big swings with its trailers to garner attention, most notably with the eerie, vibe-heavy teasers for 2024’s Longlegs — still the studio’s highest-grossing film. Disney tested the waters last year with four character-driven teasers for Avengers: Doomsday, which played ahead of Avatar: Fire and Ash.
This week’s big swings are already paying off. Case in point: the Spider-Man trailer racked up 718.6 million views in 24 hours, making it the most-watched movie trailer in that timeframe and surpassing Deadpool & Wolverine’s previous record of 365 million views.
Coming Soon: Hollywood may take a page from Taylor Swift and start releasing trailer clips as online scavenger hunts — whatever it takes to turn these drops into true events.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.