Friday, 1 April 2011

How Do You Market A Movie Like The Hangover: Part 2 (New Trailer)

The trailer for The Hangover: Part 2 was released today and it looks ok, but nothing that you wouldn’t expect, see below.

This got me thinking, how do you market something like The Hangover: Part 2? From this first proper trailer it looks pretty much like a re-tread of the first film on a slightly grander scale in a more dangerous part of the world.

Exactly what most audiences are going to want, right? Hmmm, I’m not sure. Obviously you want to reconnect with the people who loved the first film and set up the basic premise again, but aren’t the marketing teams running the risk of not giving us anything new and losing a few people on opening weekend.

I mean the story may be exactly the same as the first film, so the marketers are probably working with what the source material provides, so you can't blame them.

I imagine the people who marketed Home Alone 2: Lost in New York had a similar problem, where you create a film with an original concept that is designed as a one-off and then becomes financially successful, so the movie studio wants another one. You’re pretty restricted with bringing something new to the table apart from changing the location, which looks like what both the as-for-mention films have done.

Don’t get me wrong, I think it looks fun and more of the same isn’t necessarily a bad thing, but it does prevent it from superseding the original or getting me really excited for it.

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