1) Guardians of the Galaxy (Teaser Trailer)
I first saw this teaser trailer at a Disney press event in November 2013, more than three months before it hit the Internet. As soon as it ended, my confidence in one of Marvel’s riskiest ventures had surged and I could not wait to watch it again. This is a dazzling piece of marketing, introducing the unlikely titular heroes, showing off the film’s distinct comic voice and promising tons of spectacular cosmic action. Many audiences also seemed to be in the mood for offbeat, space-set wisecracking, as they came out in droves for Marvel’s biggest title of the year.
The ad eschews the genre conventions of other action-heavy trailers. The opening with Peter Quill prepares us for a big spectacle, but the wimpy confrontation with Djimon Hounsou’s Korath creates light comedy. (The bigger battle comes for the Walkman toward the end of the trailer than the film’s MacGuffin.) Meanwhile, the usual suspects-like round up in the middle of the trailer becomes increasingly unpredictable: we start with the muscled outlaw but then move to stranger territory with a tiny raccoon, aloof tree creature and a man with the gall to give his authorities (and Disney’s audience) the finger.
Just as you expect the preview will launch into a hyperactive FX reel to bombastic trailer music, we get Blue Swede’s one-hit wonder “Hooked on a Feeling” playing instead. This throwback to the early 1970s signified that this was a stranger but more refreshing action/adventure. Marvel Studios likes to play their trailers safe and big, but Guardians of the Galaxy showed an interest in taking risks and being rebellious, although still possessing an action-oriented attitude that brought in the summer blockbuster crowds.
This trailer did not just introduce the quirky charms of this ragtag adventurers, but created massive fan excitement for the film’s late summer opening. It was hard not to be hooked on a feeling.