There are few directors at the blockbuster level who are as engaged in the marketing of their films than J.J. Abrams. Abrams understands how word travels around the web and uses it to his advantage. He’s been behind viral campaigns for his previous films, and even though he gamely showed a select group of movie folks the 9 minute preview for “Star Trek Into Darkness” that’s now playing in front of IMAX screenings of “The Hobbit: An Unexpected Journey,” he asked they not reveal too much (though we just saw it in the theater and broke it down a bit more in detail here). It is purity of experience he’s hoping to achieve, which brings us to this new teaser trailer.
In an unusual move, the studio has been providing outlets with the embed codes for the “Star Trek Into Darkness” trailers well in advance of when they drop, along with the date and time it will go live. Ironically, the trailer hit Apple before the embed started working, but you can now watch the two-minute clip, billed as a ‘teaser,’ below.
It’s all very foreboding, without much more being revealed than in the previous teaser, and we still hope that some more humor makes its way into the finished product. But certainly we’ve got a better look at the mysterious villain of the piece, and at some of the grand scale, filmed-on-IMAX action sequences. But what do you think? Does it look like Abrams is delivering another smash hit for the reviatalized franchise? Is Benedict Cumberbatch really not Khan? “Star Trek Into Darkness” puts phasers on fun (we hope) starting May 17, 2013.