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Preach, Chris. Yet as much as shoddy trailers can obviate paying for a movie ticket (see: Seth Rogen movies, The Martian), when treated cleverly and with care for its audiences, trailers can actually enhance the theater experience. It’s more powerful when you don’t see it coming.

Consider films like The Force Awakens, that gently tease us with without ever spoiling…

The months leading up the TFA premiere were incredible, spawning rabid think-pieces and frame-by-frame analyses of spurious fan theories, all based on trailers. Those 2:30 spots gave us what we wanted and seemed to tip the film’s hand—a star destroyer! Vader’s helmet! The Falcon! Han! X-wing and TIE fighter battles!—but sweetly revealed almost nothing about the FTA plot construction.

We need more of that.

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