The Bling Ring
Man of Steel
The Secret Life of Walter Mitty
The use of Sleigh Bells' "Crown on the Ground" in the first teaser for Sofia Coppola's The Bling Ring turned out to be a fine preview for the opening scene of the film itself. In both, it serves as a siren alarm for the teen delinquents as they strut around L.A. in a haze of larceny and selfies. Coppola's movies have always been smart about their music choices, and this trailer took that tendency and ran with it.
The truth-in-advertising people were probably very happy with the trailer for Noah Baumbach and Greta Gerwig's Frances Ha, since the clip was a perfect distillation of that film's goofy charm and appeal. That the David Bowie song that scores the bulk of it actually appears in the film doesn't hurt either.
It took them three tries, but Warner Bros. finally delivered the stirring trailer that a hero like Superman really deserves. Zack Snyder's film did not end up impressing the critics, but by harnessing the grandeur of Hans Zimmer's score, it certainly seemed like it might live up to expectations.
All too often, a brilliant teaser—brief and punchy and evocative without being explainy—can give way to a humdrum trailer, if only due to the inflated expectations. Good for the people who cut the trailers for The Secret Life of Walter Mitty for following up their rather poetic teaser with a longer trailer that doesn't lose any of the first clip's impact. Doubling down on the Of Monsters and Men track with José González's (sadly Oscar-ineligible) "Step Out" really pays off.