How Does the Scream 4 Trailer Stack Up to Its Predecessors on the Hip-O-Meter?
I'm kind of in awe of the marketing team behind Scream 4. Years after Scream 3 opened to little fanfare and vanished into the Wal-Mart dollar bin, here they are trying to position Scream 4 as one of the must-see franchise movies of the year. And they're doing a decent job! Let's hear it for hype and the fickle pop-cultural collective consciousness! In any case, now that we've got an official, HD version of the trailer that leaked last weekend (and quickly disappeared), let's journey down trailer-memory lane to chart how the rules of the series (and its marketing) changed, how it lost its audience and how well the latest trailer does at rectifying that failure. I'll be awarding each trailer a score between 1 (Lame!) to 5 (Hip!) on the Hip-O-Meter (patent pending).
Guiding Marketing Principle:
Drew Barrymore! Lots of Drew Barrymore! She's in the film (spoiler?) for about ten minutes, but she takes up more than a quarter of this trailer. Beyond that ploy, it does a nice job positioning itself as a straight horror movie, then slowly revealing it's sly, self-conscious take on the genre.
1. You can never have sex.
2. Never ever under any circumstances say, "I'll be right back!"
Pop Culture References:
Prom Night. Nice one.
"Do you like scary movies?"
The dated voice over, which might have worked then, but seems pretty silly today.
Hip-O-Meter Rating: 4.5