Office Trailer

Office Trailer

Grown Ups Trailer – How Marketing Can Change A Film

In mid-2010, Sony Pictures will be releasing a highly anticipated comedy film entitled “Grown Ups.” Seemingly a sort of “The Big Chill” for the 21st century, “Grown Ups” is the story of five people who knew each other in high school who reunite, along with their families, when their childhood basketball coach passes away.

The film stars, Adam Sandler, Chris Rock, Rob Schneider, Kevin James, and David Spade in the sort of comedy that will probably surprise no one who has seen any of these actors before. Sony's trailer for the film makes it perfectly clear that this is a comedy starring some well-known American comedic actors, and the trailer features prominent gags that include those actors, who are, in fact, the stars of the film.

Click here to see both trailers for Grown Ups.

The international trailer, however, is completely different, and could lead viewers outside the United States to think that they are going to see an entirely different film from the one shown domestically. While the trailer shows many of the same gags that are shown in the U.S. version, the foreign trailer prominently features Mexican actress Salma Hayek, who isn't even mentioned by name in the U.S. trailer. The foreign version, on the other hand, omits any mention of David Spade by name.

Why the changes? American comedies often fare poorly at the box office in foreign countries, and actors such as Adam Sandler and David Spade are not well known abroad. Salma Hayek, on the other hand, is a major international star and does have the ability to draw viewers to the theater. So Sony decided to edit the trailer to feature Hayek and give their foreign viewers the impression that the film actually stars Salma Hayek and that everyone else in the cast is merely supporting her.

Click here to see both trailers for Grown Ups.

It isn't all that unusual for studios to create trailers with content that differs greatly from the film they promote. The trailers for the 2004 film “Sideways” presented the film as “one of the funniest movies of the year” when it was actually a tragic drama with a few comedic scenes. The trailer featured virtually all of the comedy from the film in an attempt to draw comedy fans to the theater. Although the film was successful, countless viewers were baffled to discover that they hadn't bought tickets to see a comedy after all.

Honest trailer or not, “Grown Ups” features a proven cast with a history of selling a lot of tickets to American theatergoers. Perhaps foreign viewers, lured by the idea of a Salma Hayek comedy, will enjoy it, too.

About the Author

Click here to see both the U.S. and International trailers for "Grown Ups".

©Copyright 2010 by Retro Marketing. Charles Essmeier is the owner of Retro Marketing, a firm devoted to affiliate marketing.

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