Ever since Warner Bros. announced its Man of Steel follow-up, Batman v Superman: Dawn of Justice, I’ve been waiting to see a trailer. Obviously those at Comic-Con last year got to see a tiny bit of footage from the film, but WB never officially released it, so most people have yet to see anything. Which brings me to today’s update.
After speaking with a few sources, I’m happy to report the first Batman v Superman trailer is on the cusp of being released. I’m told it’s absolutely attached to all copies of Mad Max: Fury Road, which is an obvious place for it to debut seeing as how Mad Max is WB’s first big movie of the summer. What I’ve heard is that Warners isn’t sure it wants to release the trailer while Avengers: Age of Ultron is destroying records and driving all social traffic during the end of April and early May. If they wait until the weekend Mad Max opens on May 15th, Avengers will have already been out for two weeks and they can take over the conversation at a time when everyone is ready to talk about Batman and Superman. The bottom line is: we will absolutely have seen the first Batman v Superman trailer by May 15th.
While some of you might be saying they should release the trailer now and throw caution to the wind, the science behind marketing is much trickier than simply releasing something when it’s ready.
When you’re building the campaign to a hugely expensive movie that has to open to massive amounts of money and kick open the doors to future DC movies, you need everything to be perfect. You need to make sure everyone is talking about your trailer and, by extension, your movie. If you release the trailer during the surge in Avengers: Age of Ultron interest, which will also have the new Star Wars: The Force Awakens trailer on it, you run the risk of people comparing your footage to Star Wars and Avengers and/or getting lost in a crowded conversation. Even if your trailer is jaw dropping and you think you’ve got the goods, why risk it? I think WB is making the smart play here with the way they’re unveiling the Batman v Superman trailer. Go with Mad Max. Get a bit of breathing room between BvS and Disney’s big guns, take over the conversation, and own the middle of May all to yourself.
Of course things change all the time in Hollwood, so it’s possible the Batman v Superman trailer could end up getting released before Avengers: Age of Ultron so Warner Bros. can be first. But no matter when the trailer actually gets unveiled in the coming weeks, if you see Mad Max: Fury Road in a theater, you will also get to see some footage from what’s sure to be one of 2016’s biggest films.
And I cannot wait.
I absolutely love Zack Snyder’s Man of Steel. I love the way he grounded Superman in the real world, only finding his smile when he discovered who he really was. I loved the amazing, iconic score by Hans Zimmer. I loved the opening scenes on Krypton, which felt like a real place and was everything the Green Lantern movie should have been. And I loved the entire cast, which was made up of great, eclectic actors who each brought their A-game. If Man of Steel is ever on cable or playing in the background, I’m hooked. It’s just one of those movies that has its teeth in me.
I’m hoping Batman v Superman: Dawn of Justice has the same effect when it opens in theaters on March 25, 2016.