In case you somehow missed it, the new trailer for JJ Abram's reboot of Star Trek has been finally been unveiled. And it's different, to say the least.
To illustrate how different it is, we've compiled the original theatrical trailers for every one of the classic movies. Spanning 1979 to 1991, some of them seem dated, some of them miss the mark and some of them are just plain awesome, but every one feels like Star Trek.
"...this is the return of Captain Kirk," says the voice over artist in a fashion not dissimilar to Shatner's unique delivery, and boy does it feel like it. The movie might have been a let down, but this trailer almost makes up for it.
Ironically, the much improved second movie has a trailer worse than the first movie. Heavy on the action and light on the plot, but it gains points for realising Kirk's scream of his adversaries name is Shatner's career high point.
Paramount's marketing department finally starts to find its footing, using Star Trek music and focusing on Kirk's humour, the crew and the stakes of their situation. It's actually cut much like a contemporary trailer too, which helps.
And so Star Trek enters the era of every Hollywood ad conveying the plot of the entire movie. A brilliant trailer for a brilliant movie, but there's no real point in seeing the movie after watching it.
Shatner's directorial effort was a much-troubled production and consequently a muddled movie. Looking at the trailer though, you wouldn't think it.
It wisely avoids mentioning the ridiculous God subplot that taints the finished project and instead concentrates on the relationships and characters that had become more integral to the series than any story could ever be.
The last original movie... and the best trailer by far. George Lucas himself couldn't have cut together a more perfectly balanced ad, highlighting the story, themes, characters and action in equal measure.