The Preview 'Season' Is Real
The period from late summer through the holidays is the unofficial kickoff for the next summer's blockbuster marketing campaigns. Studios use major fan and industry events to create a drumbeat of excitement. For instance, Disney's D23 Expo, which takes
place in August, is a major platform for first looks at projects from Marvel, Pixar, and Lucasfilm. Just days after San Diego Comic-Con might feature major movie news, D23 can offer even more, from casting announcements for the new X-Men film to potential footage from anticipated sequels like "Frozen 3." This staggered approach keeps brands in the conversation, building momentum months before a single ticket is sold. It's a strategic calendar designed to capture fan attention when there's a lull in current blockbusters.
Not All Previews Are Created Equal
The word "preview" covers a lot of ground. What an audience sees depends on who they are. Events like CinemaCon are industry-facing, where studios show extended footage or entire films to theater owners to prove their movies are worth booking. Fan-centric events like Comic-Con or D23, however, are for generating public buzz. Here, you'll see the first meticulously crafted teaser trailers, designed to spark speculation. A teaser might be just 30 to 90 seconds, hinting at a film's tone without revealing the plot. Later, a full trailer, typically around two-and-a-half minutes, will introduce characters and story arcs. The goal is to create emotional buy-in and drive social media conversation long before the full marketing budget kicks in.
How to Watch a Modern Trailer
Trailers are an art form, engineered for psychological impact. To watch like an insider, look for what the studio is selling. Are they highlighting a major star's return, like Brendan Fraser in a potential "Mummy" sequel? Are they leaning on the legacy of a franchise, like the upcoming "Lord of the Rings: The Hunt for Gollum"? Or are they selling a high concept with stunning visuals, like the animated spectacle of "Spider-Man: Beyond the Spider-Verse"? Pay attention to what isn't shown. A trailer that hides the main character or key action sequences is often trying to build mystery. Conversely, a trailer that seems to show the entire plot might signal a studio that is less confident in the story and is instead relying on showcasing all its biggest moments upfront.
What to Look For: Summer 2027 and Beyond
This year's preview wave will be setting the stage for a packed 2027. Expect first glimpses of major franchise entries. Lucasfilm is likely to start the engines on "Star Wars: Starfighter," its new standalone adventure starring Ryan Gosling. DC is building toward "Man of Tomorrow," a cornerstone of its new era. Marvel Studios, meanwhile, will be laying the groundwork for its massive crossover event, "Avengers: Secret Wars." We can also anticipate previews for highly-awaited sequels like "A Quiet Place Part III" and animated behemoths like "Shrek 5" and "Frozen 3." These initial previews won't tell the whole story, but they are the first carefully curated invitations into the worlds filmmakers want us to get excited about for the year to come.
