I don’t know if they show Broadway musical ads on television anywhere outside the New York area, but I used to hate the cheesy commercials for Mamma Mia! This coming from a guy who loves cheesy, especially when it involves ’70s music like ABBA. As much as I was turned off by those ads, though, I have to admit the new trailer for the movie adaptation is a perfect continuation of their marketing style. The quick edits that just barely show us parts of dance numbers, the overplayed acting that doesn’t seem as suitable when close up and on-screen — the only thing missing is shots of the audience dancing and clapping. And that trademark image of the mother and daughter in front of the mirror.
Of course, this means I’m turned off to the movie, too, despite my man crush on Colin Firth, who plays one of the three men who might be the father of the bride, and my interest in seeing Meryl Streep pumping her arms up and down a lot. If there’s anything more cinematic that Mamma Mia! resembles than those Broadway ads, it’s two terrible, sunshiny musicals: From Justin to Kelly and Dirty Dancing: Havana Nights. Nonetheless, I’m sure plenty of moms and daughters are more excited about the movie than I am, which is fine for them. I’ll stick to watching the more macho ABBA movie, Priscilla Queen of the Desert, preferably with my dad.
If you like the trailer, be sure to check it out in crisp HD over at Moviefone, and check out the photo gallery at Cinematical. Oh and check out one of the old Mamma Mia! Broadway promos here.
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