I knew from the recent Hollywood Reporter feature on Twilight that Summit Entertainment planned to release a new trailer more geared toward a male audience, but I never would have guessed they’d do such a damn good job of it. I’ve been hating on this movie from the beginning, but now part of me is actually thinking I’d like to see it. And I bet a lot of teenage boys will be thinking the same, only more so.
This is pure genius marketing, and it would have been in Summit’s favor to have gone this route all along. What with superheroes so huge right now, why hadn’t they already tried to sell this thing as being like a comic book movie rather than a sappy adaptation of goth chick lit? Wasn’t that bit of dialogue referencing Spider-Man and Superman in the film the whole time? Such a line needs to be exploited, and it’s a shame the fledgling studio took so long to employ it. This trailer is seriously what Summit should have shown at Comic-Con.
Well, better late than never, right? Considering there’s more than a month left before Twilight hits theaters, it’s not too late. But since the young Stephenie Meyer fans are already sold on the film and its romantic elements, Summit should definitely concentrate on this trailer and possible TV spots cut from it. Air commercials during Smallville and Heroes (if anyone is still watching that confused and redundant mess they’ll certainly be turned on by how much cooler Twilight looks than Season 3 so far). Run the trailer ahead of male-friendly movies like Max Payne, Quantum of Solace and maybe even a football movie like The Express.
Young girls are still going to be the majority of the audience for this film, and they may even be the only ones who come away satisfied with it, but don’t be surprised if you see a lot of boys in the audience (myself included), too.
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