Last week, two trailers for the upcoming major blockbusters “Pokémon Detective Pikachu” and “Dark Phoenix” were released. While these films seem very different, both have something in common: they both have very revealing trailers.

“Pokémon Detective Pikachu” makes it known that Mewtwo, one of the most famous and legendary Pokémon, will be making an appearance in the film. “Dark Phoenix” went even further: its trailer not only reveals the death of a major character, but the film’s director, Simon Kinberg, confirmed the news in an interview with Entertainment Weekly.

These are just two examples of films with trailers that reveal major plot details. Rather than showcasing the universe and the basic outline of the plot, production companies are now trying to oversell films with more revealing trailers. This may help make more profit, yet it ruins the surprise of experiencing something in the cinema for the first time.

Most films need more trailers, and more revealed details, to sell their films. Aside from major tentpoles that will make money regardless of trailers like— “Avengers: Endgame,” “Star Wars: Episode IX,” and “The Lion King,” among others — a majority of films must make convincing marketing pitches to make money.

Take the two films I mentioned earlier. A lot of people, Pokémon fans included, don’t want to see a live-action film about “Pokémon Detective Pikachu.” Even with Ryan Reynolds attached, Pokémon is a world that many rather see as in animation. So, a good way to sell this film is to show how good every Pokémon looks in real life.

With the film coming out two weeks after “Avengers: End Game,” a week before “John Wick: Chapter 3 – Parabellum,” and two weeks before “Aladdin,” “Pokémon Detective Pikachu” must create buzz and have a large opening to earn a profit. While it would have been nice to be surprised by Mewtwo’s entrance, I can see why they would market the film in that way, showing off as many of its characters as possible.

As for “Dark Phoenix,” there is a ton of pressure to get people to come to the theaters. The last X-Men film with the rebooted cast (not including “Logan” or “Deadpool 2”) was “X-Men: Apocalypse,” which disappointed critics and fans alike. The film also has had a difficult production to say the least. Initially set for a November 2018 release date, after massive reshoots, the release date was pushed back to February 2019 and again to June 7 – days after the first trailer was dropped, teasing a February release.

Like “Pokémon Detective Pikachu,” “Dark Phoenix” is being dropped in the middle of a crowded summer release schedule (a week before “Godzilla: King of the Monsters” and “Rocketman;” the same weekend as “Secret Life of Pets 2”). So, maybe teasing the death of a major character is a way to create buzz and get fans to come to the theaters.

These are far from the first films to have egregiously revealing trailers. The original trailer for 1976’s “Carrie” famously revealed the prom fire scene. The film was a massive critical and commercial success that continues to haunt audiences more than 40 years after its initial release, highlighting the profitability of this marketing strategy.

But it still would’ve been an amazing experience for mid-1970s film-goers to see that scene for the first time. Part of the enjoyment of going to see a film in theaters is experiencing major moments on the big screen for the first time, with a large group of people. By revealing major moments in a film’s trailer, production studios are taking away some of the most magical moments of cinema. Marketing companies will continue to profit by revealing films bit-by-bit in trailers. But in this process, companies are taking away opportunities for the plot of their films to unfold on the big screen.

Published on March 4, 2019 at 8:38 pm