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Modern movie marketing campaigns that didn’t know when to stop

By Scott Mendelson

hollywoodnews.com: While any number of reasons and/or excuses have been tossed out for why Fox’s The A-Team didn’t perform better over the last month, one thing that sticks out is the general blandness of the theatrical trailer. As I wrote back in January, the first teaser did a remarkable job of knowing how to re-explain the concept, establish the new cast, and get out while the audience still wanted to know more. The second trailer, released in April, was a bland, overlong, and generally disappointing affair, seeming to highlight just how generic the film was outside of the inherent appeal of the original television show.

Fox’s campaign for The A-Team was just another example of not knowing when to leave well-enough alone. They had a fun and entertaining teaser that sold the movie perfectly, yet they had to go and blow their goodwill with a trailer that made the movie look worse than it actually was (it’s a perfectly amusing, if sloppy, B-movie genre picture). For a moment, let’s have a look back at some classic ‘shoulda quit while you’re ahead’ marketing campaigns.

To read more go to Mendelson’s Memos

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