We've slowly but surely become accustomed to teasers for teaser trailers, and earlier this week Ghost in the Shell (opens in new tab) took that concept to the nth degree with five 10-15 second videos.
The Vine-like teaser strategy left me pretty underwhelmed, but this fan-edit by YouTuber Tim Gonzales (opens in new tab) - which cuts all five teasers into a coherent trailer with music from the original soundtrack and clips from the 1995 film - is infinitely better.
Check it out below...
The marketing campaign for films like Suicide Squad are great examples of how effective trailers can be when they are skillfully crafted. Indeed, the great first impression that a good trailer can elicit can mean everything for certain cinemagoers, so having the first footage for Ghost in the Shell be five separate, ultra-brief clips feels like something of a misstep.
The good news is that a full two-minute plus trailer probably isn't much further away, so here's hoping it leaves more of an impression.
Directed by Rupert Sanders and starring Scarlett Johansson, Pilou Asbaek, Michael Pitt, Takeshi Kitano, Juliette Binoche, Kaori Momoi, and Chin Han, Ghost in the Shell is released in cinemas on March 31, 2017.