'Transformers 2', 'Star Trek,' 'G.I. Joe' and Pixar's 'Up' All Show Off
Did you know they actually show some football on Superbowl Sunday between the ads? I know... I was shocked, too.
Right now, we're making it easy for you to forget by embedding all of the movie ads on a special page here at HitFix, and as we do, I'll be commenting on the trailers and the films they're selling.
First up was "G.I. Joe: Rise Of Cobra," or as I like to call it, "Team America, Fuck Yeah: The Movie." This film looks stone-cold ridiculous, which should come as a surprise to absolutely no one at all based on the track record of director Stephen Sommers. I have no nostalgic connection to the toy commercial/cartoon of the '80s, and there's nothing about the concept that inherently attracts me, so all I can judge is the footage itself. My prediction? It'll be slick. It'll be silly. And unlike "Transformers," which had the benefit of Giant F'ing Robots to sell it to non-fans, I don't see this as being a zeitgeist moment for Paramount. In fact, I think we're probably two years too late for a giant paramilitary might-makes-right movie to really resonate. We've turned a cultural corner, and I think this sort of movie, where enough firepower can solve any international problem, might be exactly not what the audience wants right now. The hardcore online nerd audience has been Tweeting frantically about this one since last night, but I'm not convinced that'll cross over to the general public. Not at all.
"Star Trek" looks reeeeeally good. The trailer's a little frantic, but I understand trying to sell as many money shots as possible to show that this is not a TV movie. Even the biggest of the prior theatrical films was always hampered by a near-TV budget, and as a result, "Star Trek" was never a must-see for anyone who wasn't already a hardcore fan. By selling this as a new jumping-in point for audiences, and by emphasizing the sheer scale of the adventure, I think they're getting across the message that this is "Star Trek" for everyone, not just for the devoted, and that should serve them well this summer.
I am just as tired of hearing about people who are tired of Will Ferrell as they are of seeing him. Brad Silberling's "Land Of The Lost" is one of those movies that doesn't really need to exist, but of course, anything that's got any brand awareness before it's made is boner-fuel for the studios these days, and so here we are. Having said that, I like the choice they made to embrace the insane source material, and instead of trying to do a straight-faced and serious take on the show, they're creating a big crazy SF/fantasy world and then dropping Will Ferrell and Danny McBride into the middle of it. If that doesn't appeal to you on paper, this trailer won't win you over, but I think the not-quite-real look of things and the obvious snark that comes through loud and clear is pretty appealing, and I look forward to checking this one out.
[More after the jump.]