They couldn’t help themselves, could they? They just couldn’t help themselves.

If by now you’ve seen the first trailer for Kingsman: The Golden Circle you’ll know that Colin Firth’s character, Harry Hart, believed to have been killed in the first movie, Kingsman: The Secret Service (2014), is very much alive, and eyepatch notwithstanding, looking pretty good. Now, it was a fairly safe assumption that this character would be back, and it was an equally safe assumption that they wouldn’t appear in the movie until some way in, making it a surprise for the audience – and a welcome one at that. But thanks to the trailer, that surprise won’t be happening at all now. Instead we’ll all be waiting for that moment some way in when the character reappears for the first time (and which we’ll already have seen). Now it’s true that his resurrection will make fans of the original very happy indeed (who still remembers the shock of it when he was killed off – apparently – with a third of the movie still to go?), but as returns go it’s not exactly earth-shattering.

But it seems that the makers of Kingsman: The Golden Circle have missed out on a golden opportunity. How much better would it have been if the character’s return had been kept quiet? This would have allowed doubt to take root in the audience’s collective mind, and provided a real surprise when he did appear. Instead the trailer gives the game away, and now we’ll no doubt be bombarded with a million and one online theories as to how he survived, and what his role in the movie will be.

And to make matters worse, the makers have gone even further in ruining the surprise. Take a look at the poster, and see who’s name is first in the list of cast members. Maybe they don’t feel it matters, maybe they don’t feel it’s important, but in this day and age when movies are hyped and promoted and positioned as important cultural events (and mostly they’re not), is it too much to ask for a little less transparency when it comes to the movies? Is it too much to ask to be kept in the dark? And is it really too much for moviemakers to do this? On this occasion, apparently so. But is it really necessary? Well, that’s an easy one: no, it’s not.

What do you think? Yes, you, reading this now. Leave a comment below – it’ll only cost you the price of a few neurons.