The latest installment in the X-Men movie franchise is showing a little something that Hollywood doesn’t usually offer up—restraint. Instead of having to search five different trailers on YouTube to find the one they are looking for, fans have gotten a collection of production photographs, a trailer that has essentially stayed the same, and a series of Empire magazine cover photos, according to Forbes.
image from http://www.justjaredjr.com
Whether or not this represents the future of movie marketing remains to be seen, but considering the cast that the new superhero film boasts, Patrick Stewart, Ian McKellen, Hugh Jackman, Jennifer Lawrence, Michael Fassbender, and much much more, you would think that Fox would be chomping at the bit to show off the new film.
However, fans really anticipating the movie have sat through the comic con panels, bought (or at least viewed) the magazine covers, and scoured the trailer for hints at what the film holds. While likely tried and true to the famous comic book story from decades ago, folks on the fence with the mutant phenomenon don’t necessarily need a snippet of the movie in front of every film they see for a year.
The mini-teasers that the film has been offering up are just as effective as a two minute teaser filled trailer, but these are characters that have been around for a long time. A movie with a new premise and new characters could likely not get away with this type of marketing move, but with the X-Men it works perfectly.
Granted there are probably some interest building clips heading to theaters to play in front of other major releases as the May 23, 2014 release date closes in, but so far the lack of new spoilers has been just as effective as putting an ad on every television for a month.
Of course, the final judge will likely be the Monday after the release when the box office totals are figured for the weekend. If they come in massive it’s a win, if they come in anemic, the marketers of the movie will have to wonder what they were thinking.