Superman is such an iconic character that he needs no introduction here. With stars like Reeve, Routh, Cavill, Hoechlin and many others that have taken on the massive role, everyone has their favorite iteration of the household name. David Corenswet now takes the helm as the lead in the new film (dropping July 11, by the way) and the hype is at an all time high as viewers grow more and more excited for a new and bright, hopeful installment of the gargantuan franchise. And you have the promotion and marketing groups to thank for that.
The record shattering trailer was a huge indicator that people were excited for a fresh, new take on this character. It smashed records with over 250 million views in just 24 hours, making it the most watched trailer in both WB and DC history. While it isn’t exactly an origin story, it didn’t take away the fact that people were in desperate need of a more bright and colorful view of Superman. But it wasn’t just views that lit social media up–it was the conversations it generated. Millions of people talked about it, both good and bad opinions alike, and it trended for days. Both the teaser for the teaser, the actual teaser, and the trailer itself were all strategically dropped in such a way that it prevented hype fatigue and kept the excitement alive. It also kept the conversation going because of its well timed drops, keeping it a trending topic.
If you’re anything like me and you’re always on the lookout for behind the scenes footage, you’ll notice that they (being anyone at this point) have no shortage of videos with little tidbits of what happens on set, James Gunn in particular being one of those people who shares these moments. One video in which became my top favorite came from the official Superman account on Instagram where the cast members all contribute with a different trend that came from tik tok. It might not mean much to the older folks but this definitely reaches the younger audiences who are more familiar with those trends. Another one that had me in stitches was the introduction of some cast members but in the style of Full House. It’s little videos like this that really makes the film more appealing all while adding to the excitement.
Not only did we get behind the scenes footage that gave us an insider view of the chemistry of the cast, the actual marketing for the film itself has been nothing short of phenomenal. When I say that the team went all in to promote this movie, I mean they went all in. “Spare no expense” as John Hammond from Jurassic Park would say. Marketing ranged from the puppy bowl, Old Spice commercial, a freaking Progressive Insurance ad. I can’t even touch base on all the things they did in terms of marketing because there have been so many. Not only did they do official promotions but there have also been fan ones as well. People dressing up their pets as Krypto with the red cape. Others doing photoshoots with their Superman funkos (which I’ve seen personally because those are my people). So it isn’t just official marketing that’s contributing to the film’s anticipation. It’s also the normal, everyday people who are just eager to watch something that gives them a sense of hope–a much needed thing in today’s world.
Two other huge franchises are also dropping films in July and what I’m about to say will ruffle some feathers. Jurassic World Rebirth. Love me some Jurassic World. But trailer wise I personally think they revealed too much. The big bad dino’s design was revealed before the film even dropped (thanks for that Mattel, by the way) and it killed any hype I had to see in terms of what it looked like. But not only was that dinosaur revealed far too early, other designs were also. It just feels like there have been too many trailers and too much given away before its release. Will I still watch it? On dvd, sure. But I can’t justify paying money to see it in the theater when it already feels like I’ve been spoiled anyway. Now in terms of Fantastic Four: First Steps….you’re not going to like what I have to say. The trailers feel dry. I can’t be the only one who thinks that. It’s like trying to eat dry, unseasoned chicken that has absolutely zero flavor or any gravy to drizzle over the top. It does nothing for me. Character wise (and again, this is just a personal opinion) there isn’t a drop of personality to be found. There’s no connection between myself or the trailer in the way that there’s an instant connection between myself and the Superman trailer. And I love F4. So to feel so disconnected from something I adore feels wrong on so many levels. Why can’t I get into it? Why doesn’t this make me excited? The promo for this is nowhere near the same level as Superman so maybe that’s why. There’s little to no effort being made to connect to viewers. But if you feel connected to it then kudos to you. Visually it looks beautiful. Love the futuristic retro vibes. But it lacks something that I can’t quite put my finger on. Now cue the ruffled feathers.
In conclusion: more films, in particular those with a huge budget, should take notes on how to promote a movie. The strategy staging of trailer drops, visuals that really pop, the nostalgic music and the engagement it all created played in Superman‘s favor as it broke through cultural norms and created something perhaps even bigger than the film itself: unity. It brought both fans and casual viewers together in a way that I haven’t seen in a very long time and I’m so proud to be a part of this togetherness. It’s Superman Summer, baby. July 11. I’ve never been more ready for a movie in my life.
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