Margot Robbie’s harsh criticism of movie trailers today

In recent years, complaints from film fans regarding the way studios promote their films have become increasingly constant. The main and most effective form of promotion is still the trailer, presented both on the internet and in the moments before a session. And it is precisely this piece that has been flawed in the opinion of many admirers of the seventh art.

There are those who complain, for example, that a trailer presents something that, after all, is not in the real film. Another example is when the preview anticipates the story too much, which takes away the surprise of watching the film.

Margot Robbie He saw these problems happen up close throughout his career. Who doesn’t remember the film’s spectacular trailer? Suicide squad (2016), starring the actress and whose final result didn’t even come close to the promotional video? Still about the partnership between Warner and DCthe preview of the feature Batman Vs. Superman: Dawn of Justice (2016) advanced the inclusion of Wonder Woman (Gal Gadot) and Judgment Day even before its release in theaters.

Perhaps that is why one of the recent works by Robbie, Barbie — in which she was the protagonist and producer — has been quite discreet in its trailers. Several videos were released before the premiere, but none made it clear what the plot would be. The mystery would only be closed inside the movie theater — as it should be, after all.

In an interview with Variety, Margot reflected on the subject and revealed that he hates it when a trailer distorts or “delivers too much” of a film. The topic was approached from a production perspective, as she is one of the co-founders of the American production company LuckyChapbeside Tom Ackerley and Josey McNamara.

“There needs to be an element of mystery. I hate trailers that have the entire movie condensed into two minutes. Everyone’s like, ‘It raised expectations a lot.’ Of course; you gave someone the entire movie!”

Still during the chat, Robbie talked about how another film that features her involvement — Saltburn, produced by her and Ackerley via LuckyChap — completely avoided this type of anticipation. Especially because, in his opinion, it is difficult to condense a feature film directed by Emerald Fennell.

“Marketing a film Emerald Fennell It’s complicated, because she’s the queen of plot twists. Then there are all those best things that you can’t really show. Otherwise, it wouldn’t be as exciting when you watch it on film.”

Margot Robbie and marketing in cinema

With a different film in hand, Margot Robbie said she and her partners have adopted a more experimental promotional strategy. The actress and producer said that Saltburn was disseminated through “tasters”, a term that can be translated as “tastings”. These are even shorter videos than the so-called “teasers”, lasting between seven and ten seconds.

“Marketing is uncharted territory in so many ways that everyone is learning together. And sometimes what you don’t know is a wonderful gift. In marketing Saltburn, I thought, ‘Why are we doing a 30-second teaser trailer? Why can’t we do something called taster, which can take seven to ten seconds?’ And everyone’s like, ‘Yeah, let’s do it then. If it works, cool, and if it doesn’t…’”