Quantum of Solace’s opening weekend brought many things to moviegoers but something that should not go unnoticed happens before the film begins. JJ Abrams has done it again by slipping a trailer for his latest movie, Star Trek, before Bond’s latest bash.
These days, simple movie posters and guest appearances on late night just won’t cut it. The public sticks tight to the web, seeking rumors leaked to magazines and small tidbits of information revealed in doses to the correct audiences. Hollywood has turned to massive online marketing techniques such as posting on Facebook and blogs and creating user-generated content on forums to help push the anticipation to Star Wars-type levels. This isn’t the first time Abrams has done so. He snuck up on audiences with Cloverfield.
When Bad Robot (Abrams’ production company) announced it would be making a Star Trek feature, there was barely a script and all anyone had seen of the plans were a few 3D renderings of the Enterprise shown in front of the Transformers movie. As meager as this preview was, it still generated enough excitement to get people interested. When Abrams was asked about the film he revealed Leonard Nimoy and Zachary Quinto. would have the same role. Star Trek now had an Enterprise, a story, and two Spocks!
The slow-reveal technique seemed to work nicely, especially for comic-book and science-fiction audiences. With only three small bits of information, various blogs and online forums exploded with gossip from Trekkies (or Trekkers, for those sensitive fans). People made assumptions, asked questions and, above all, found interest in the prospect of a new Star Trek film.
The next big reveal didn’t come until the following year when Abrams and Co. announced the full cast; Simon Pegg, Chris Pine, Quinto, Eric Bana, Winona Ryder and John Cho. Abrams didn’t cast any A-list actors, instead he went with young stars and successful character actors from franchises that could have potential crossover appeal. For example, Pegg came from Hot Fuzz, Cho from the acclaimed Harold and Kumar franchise and Quinto from Heroes. The cast not only offered Abrams a group of young and enthusiastic actors, it gave his film an instant audience. Suddenly Heroes, Harold and Kumar and Hot Fuzz fans were craving information about the film.
By now the cat is fully out of the bag and Star Trek is set for a May 8 release that will kick off the summer’s blockbuster movie season. So when you check out Quantum of Solace, make sure to get your popcorn, soft drink and Jr. Mints before the previews begin or you’ll miss what tons of people are talking about. Either that… Or you can watch it right here.
