During the pre-show to Superbowl XLVIII, Marvel premiered a 30-second teaser trailer promoting their new 2-minute-and-30-second trailer for Captain America: The Winter Soldier.
The 30-second teaser is dramatic, and intriguing. Its set to a string heavy interpretation of “The Star Spangled Banner”, features intense close ups of Captain America (Chris Evans), Nick Fury (Samuel L. Jackson), Black Widow (Scarlett Johansson), as well as new additions of the Falcon (Anthony Mackie), Alexander Pierce (Robert Redford), and the Winter Soldier (Sebastian Stan), and the compelling tagline, “In Heroes We Trust”.
The 2-minute-and-30-second trailer looks and feels like a standard Marvel trailer, but with slightly more emphasis on character than action sequences. The trailer builds up the mystery surrounding the new Winter Soldier villain – Black Widow describes him as “a ghost”. Alexander Pierce has more ominous sounding lines, which plays into the eerie paranoia created by the score. The Falcon is given much more screen time, and is shown teaming up with Cap, as well as fighting with the Winter Soldier. There are brief flashes of a surgery, a body under a sheet, and one of SHIELD’s aircraft carriers crashing into a building, so potentially an important character could die, but who is anyone’s guess. The action looks superb, which is what everyone expects from a Marvel film. And, while most of the trailer is fairly serious in tone, we do get to hear a fun exchange where the Falcon asks, “How do we know the good guys from the bad guys?” To which Cap replies, “If they’re shooting at you they’re bad.”
In previous years Marvel has debuted full on trailers during the Superbowl, however this year they chose to only use thirty seconds and direct fans online to watch the full trailer. This year a 30-second spot cost approximately four million dollars, so while it was certainly cheaper than running a full out trailer, will the spot have piqued the interest of fans and those who didn’t know about the film enough to visit the website? Perhaps.
Regardless, the film looks wonderfully entertaining, and will undoubtedly be a blockbuster film this year.
Captain America: The Winter Soldier opens April 4, 2014.
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