Apparently, Warner Bros. is trying to make theater-only trailers a thing. I can’t quite point to the logic behind the move, but there is no doubt of the pattern. In early August, it was reported that the trailer for Christopher Nolan’s anticipated film Tenet appeared before Hobbs & Shaw, though this unlucky writer didn’t actually have a chance to see it himself, in spite of throwing down $10 to see that train wreck of a flick.
Now, it looks like the studio is doing the same for Birds of Prey getting a teaser released in front of IT: Chapter Two. Yes, the 40-second teaser has made its way online, and we even covered it, but there is no official video released from Warner Bros. proper for the DC superhero flick, and it seems apparent that they are falling in love with the idea of releasing trailers in front of their movies in some odd attempt to…get more butts in seats, I guess?
Unfortunately, I’m not really sure how successful this is, and that holding Tenet hostage in front of Hobbs & Shaw made a lot of sense, given how different those projects are. The same goes for IT: Chapter Two and Birds — they are two fundamentally different projects, and it would have made more sense to swap which trailers were released in front of which movies.
From a marketing standpoint, I simply don’t understand the point, and think you’re only doing a disservice to the movies whose trailers you’re using, because I doubt you have anyone out there willing to pay a ticket to IT just to get a Birds of Prey teaser.
With that in mind, I’ve put up another video of the Birds of Prey teaser. You’re welcome, Warner Bros.
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