Our Marvel heroes have been put through the wringer more than a handful of times over the course of the past 17 films in the unprecedented Cinematic Universe. The franchise is set to have two culminations over the next couple years.
One will hit next year in the form of Avengers: Infinity War, and one will hit in 2019 in the form of the currently-untitled Avengers 4. Earlier this morning, Marvel Studios premiered the first trailer for Avengers: Infinity War on Good Morning America, and it has since been spread throughout the interwebs.
All across the board, fans seem to be really enthusiastic on this new trailer, and it’s easy to see why. We’re invested in all these characters, and to see them face off against an unparalleled foe is the kind of thing that people line up in theaters to see. But what did this trailer do right, specifically?
We figured we’d take a minute to discuss those aspects that really made the trailer special.
It Shows Thanos
This is a big one. We’ve known since 2012 that Thanos would eventually serve as the big bad of the Marvel Cinematic Universe. We’ve since blown through another Avengers film, Captain America: Civil War, and nearly a dozen other films jam-packed with less memorable villains, and it’s all been leading up to this.
Given that this is a first trailer, Marvel Studios would have been perfectly within their rights to really bank on the last 17 films, focus on our heroes, and only hint at the impending threat. However, after all these years, audiences have grown anxious, and are ready to see what this baddie can actually do. There’s been enough teasing, and we want to see firsthand just how dangerous he is, and they didn’t disappoint.
This leads into the next thing:
It Has Actual Gravity
Like most audiences, I greatly enjoyed Thor: Ragnarok. However, if there was one flaw that movie had (in my opinion, at least), it was that it lacked a real gravity. There some foundation-shattering events that took place in that film, and yet it was met with sort of a shrug and chuckle. While that’s all well and good, the last thing we’d want in Avengers: Infinity War is to see similar events be met with the same attention and care.
Luckily, it doesn’t look like that’ll be the case. In true Russo Brothers fashion, the danger that our heroes are in will be emotional and impactful. With death impending in both this film and Avengers 4, they’d be doing a great disservice if they chose a different approach.
Additionally, it would have been easy for Marvel to focus solely on the team-up aspect without highlighting the actual danger they’re all in. This isn’t a team-up for the sake of a team-up, but a necessary one based on the stakes on the line. This trailer captures that feeling perfectly.
It Uses The Main Theme
One of the main complaints surrounding modern filmmaking has to do with the scores. Rarely since the mid-2000s are we struck with a memorable main theme to a film, and the Marvel Cinematic Universe has been especially guilty of this in the past. However, there are a couple of themes to stick out: one is Thor’s main theme (which came back in Thor: Ragnarok), and the other is The Avengers theme. They may not be as memorable as others from prior decades, but they’re about as close as anyone has gotten in recent memory.
A big reason why these themes don’t stick in our head has to do with its use. Simply put, where movie marketing used to use themes in marketing, they aren’t done as much nowadays. Look back at Avengers: Age of Ultron, and instead of the main theme, we were given a new take on the Pinocchio song. While that’s not necessarily a bad thing, in terms of branding for The Avengers, it could have been better.
Avengers: Infinity War isn’t making that mistake here, and as soon as that title hits at the end, we are treated to the booming and memorable theme from Alan Silvestri. We think this will go a long way to strengthening the overall brand of The Avengers, and we hope they continue to do that with all other marketing.
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