Both of the trailers that preceded the screening I attended of Madagascar 3: Europe’s Most Wanted featured burps as punchlines. Like, each one built to and then peaked with a bug-eyed animated creature’s belch. After the first burp the little kids a few rows ahead of me erupted in jubilant, little kid laughter; the second was met with bored silence. If even your short-limbed target audience doesn’t like being played for a chump, how to keep them entertained across two previews, much less two sequels?
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