A new teaser trailer for the upcoming Superman teaser trailer showcases the marketing machine in action, generating hype for a film that remains largely shrouded in mystery. The brief footage offers generic glimpses of the Daily Planet, Superman in flight, and the Fortress of Solitude, drawing comparisons to previous adaptations.
In our cynical timeline, hype is no longer something that’s generated organically on the basis of mass enthusiasm but rather something, we are instructed, that we already feel. So it is that tomorrow’s teaser trailer for the upcoming James Gunn -led relaunch of the DC cinematic universe, Superman , has just received its own teaser trailer.
Given the premise—a piece of marketing material designed to have you intrigued to watch a forthcoming piece of marketing material that’s designed to have you intrigued to watch a film—the resulting diminishing returns are a collection of shots that tell us almost nothing whatsoever about the film it’s all intended to promote. We see reaction shots of people’s astonishment at seeing—presumably—a man who can fly, stop bullets, and leap tall buildings in a single bound. We also see less than a second of the Superman himself. Well shit, it worked, didn’t it? We posted it. Let’s insist we’re doing it as a cultural observation of the sheer audacity of hype, of the fever pitch Warner Bros. and DC Studios are informing us we’ve reached, over finally seeing a tangible glimpse of this movie. They likely wanted that, too. What strikes me as most interesting about what is shown here is how defiantly generic it is when it comes to Superman-based media. Forgetting the shots of crowds looking agog that makes up the bulk of the footage, we’ve got a glimpse of a generic Daily Planet office (including Rachel Brosnahan’s Lois Lane and Skyler Gisondo’s Jimmy Olsen), a split-picosecond moment of Superman flying through the ice inevitably surrounding his Fortress of Solitude, and a tiny dot of Superman disappearing up into the clouds. Each could be lifted from just about any adaptation of the character, from the early ‘90s Lois & Clark to the grey slop of 2006’s Superman Returns—hell, we only know it’s not from 1948's Superman serial or 2013's Man of Steel because it’s in colo
Movies Marketing SUPERMAN DC UNIVERSE JAMES GUNN TEASER TRAILER MARKETING HYPE
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