Trailer Deconstruction

I've realised that I would only be able to do a proper deconstruction of a trailer that has an emotional connection to me; something that I would enjoy doing...

Star Trek.

One of the most successful science fiction franchises in history. The roots of this franchise began growing way back in 1966 with the television airing of Gene Roddenberry's visionary ideals.


However, most sadly, in recent times, this franchise was seen as a dying one by the general public and by  Paramount studios. Paramount was desperate to reinvigorate the franchise and they did so by making a very bold move by introducing J.J. Abrams to reboot the franchise.

The following is quite possibly my favourite teaser trailer of all time.


I remember the very first time I saw this trailer.
I was screaming in ecstasy when I saw the hull markings spell out 'U.S.S. Enterprise'.


This trailer was very, very well designed.


What made this trailer so fantastic in achieving a resounding effect on me is the element of surprise.

I could only imagine how those lucky patrons felt when this trailer played before Cloverfield on the grand silver screen... Oh how I wish I was there.


SURPRISE

The trailer begins with a very 20th century image of a welder, toiling hard at his task in a very dark atmosphere. This looks like a movie set in our normal timeline of Hollywood movies, nothing too interesting looking at first, right?

Then we see that J.J. Abrams is directing.

We hear iconic words from the 1960s.

Words, quotes, emotions pouring out of those witnessing the life of the space race of the 1960s.
We hear former U.S. President John F. Kennedy and his words to the world...

This movie is definitely a space movie.

Well then, this seems a lot more interesting now!

Who expected what we would see next?


TACT AND STRATEGY

The brilliance of this trailer also lies in the execution of  the revelation of this grand, elaborate scheme to the regular moviegoers WHILE still appealing to existing fans of the franchise like me.

The use of welding does quite a lot to cement the fact that this is not science fantasy, but science fiction.

In English, that statement simply means that the gritty, sweaty, MANUAL atmosphere we get from assembling something via welding makes us remember that this is not a ridiculously happy fantasy world where only stark contrasts exist.

The intertwining of quotes from the space age create a sense of destiny; a feeling that this is not simply ridiculous science fiction that can just be forgotten after seeing it.

This trailer makes us feel that this movie may just be a prediction of the future rather than a simple fantasy.
The pulsating beat and rhythmic fade transitions conjure a sense of suspense and grandeur as the camera pans over the starship under construction.

The strategic panning over the ship reveals very little until everything is dropped on us at the end.

At 0:46, the rising crescendo masks the subtle emergence of the bells and chimes used in the title sequence of the original Star Trek series as well as that of 'Star Trek: The Next Generation' tv series.


And then It happens...

"Space, the final frontier..." 

At this point, my jaw had hit the floor and my cardiac muscles were ready to burst through my chest cavity in pure excitement.Those legendary words were mouthed by Leonard Nimoy himself...

This is Trek.

And even better...
They played the original theme during the Enterprise's reveal...

When my eyes and ears encompassed the next sight, adrenal pleasure surged through my body. I still get chills watching this trailer...

Instead of using the words 'Star Trek' to represent the movie, they did something very different.
A gleaming Starfleet emblem shone out of the darkness as a beam of light illuminated its contours and then enveloped the entire symbol.
The timeless icon of the Star Trek franchise.

The modernization of the old sound effects from the 1960s TV show, and the redesigned Federation flagship U.S.S. Enterprise, breathe new life into classic material and creates a new opportunty for the franchise "to boldly go where no one has gone before". 



This is, in my opinion, a masterpiece of a teaser trailer despite what anyone might think of the movie itself or the franchise it belongs to.