The first footage of Total Recall, starring Colin Farrell, was delivered in what is a teaser for a teaser trailer, directing fans to watch a 30-second trailer during the televised US basketball game between Miami Heat and Boston Celtics on April 1.
Between images of flying futuristic vehicles, explosions and Farrell leaping from a building, the clip states: "This Sunday...get ready...for the world premiere of the trailer."After the trailer for the sci-fi thriller is broadcast as a commercial spot on ABC-TV, it will be available on Apple.com: http://trailers.apple.com/trailers/
This new trend to release teasers for teaser trailers was introduced recently by Ridley Scott for his film Prometheus, with a series of snipits of the film to promote the first teaser trailer with the intention of building anticipation.
Most recently, The Twilight Saga: Breaking Dawn Part 2 shared a glimpse of footage in a 15-second teaser for the 30-second teaser trailer. By comparison, full trailers are usually 2:30 minutes.
With Total Recall, this teaser takes the trend a step further, driving viewers to a teaser trailer played as a commercial during a high-profile television program -- not just to websites or the theaters. It is similar to the trend of promoting Super Bowl ads with previews on YouTube.
This marketing ploy is also like leaking info via viral campaigns, though they are more interactive in engaging fans. The question is whether these promotional teasers entice viewers or are a turn-off.
In addition, a viral site launched this week for Total Rekall, a futuristic company that implants memories of virtual holidays, playing off the idea in the film. The site requests a phone number which generates a robo-call describing a faux vacation. The studio's marketing department will call again with more announcements about the film.
The remake of the 1990 sci-fi adventure starring Arnold Schwarzenegger costars Kate Beckinsale (Underworld), Bryan Cranston (John Carter) and Jessica Biel (The A-Team) and is directed by Len Wiseman (Underworld).
Watch the Motion Poster
Based on Philip K. Dick's original short story "We Can Remember It For You Wholesale," this version pits a nation named Euromerica against New Shanghai with Farrell's character suspecting he's a spy, but unsure for which side.
Total Recall opens August 2-3 in North America, Asian markets and Africa, followed on August 8-10 by Russia and Brazil, rolling out through European and South American markets through August, and debuting in Australia on September 6.