This week has seen the release of the first trailer for Christopher Nolan’s Dunkirk, which is due out next year. I won’t dwell too much on the content – you can see for yourselves below what it’s made up of – but what does seem baffling is the point of releasing it at all. The movie won’t be released until July 2017, so with around a year to go, why put out a trailer, and a teaser trailer at that, that allows us just the briefest glimpses of material that, if Nolan’s previous movies are anything to go by, will be part of a movie that runs for over two hours? I can understand the idea of whetting our appetites, but as the trailer tells us so little (which isn’t completely a bad thing, not in these days of trailer overkill), why bother? As a collection of random images it’s fine, and you could argue that Nolan’s take on the rescue mission will be a suitably atmospheric one, but still – did it need to be released a) so far ahead of the movie’s arrival, or b) with so little in it to pique our interest? With all that in mind, this week’s Question of the Week is as follows:
Is there a genuine place for the teaser trailer in today’s modern marketing strategy, or is it just an outdated tool that’s no longer useful in promoting a movie?