Paul Feig’s new version of “Ghostbusters” has everybody talking about the cultural phenomenon, but for Tony Zhou, editor of “Every Frame’s a Painting,” a pair of trailers for the film help explain the art of editing jokes.
Watching just the first 18 seconds of the below trailers shows how a single joke can be presented in two very different ways, with varying results. For Zhou, one trailer plays significantly better than the other. When it comes to jokes, it’s all about setup, tone and timing, Zhou writes.
Check out the below two trailers and judge for yourself. Pay attention to the first 18 seconds of each. Here’s the U.S. version:
And the U.K version: