The year’s greatest movie trailers were the ones that after you watched a film you could revisit just to experience the same rush of tragedy, excitement, horror, or joy.
In 2018, the movies got their marketing groove back with previews that relied less on plot and more on selling the atmosphere and energy of a particular film.
Below are the 10 best movie trailers of 2018
The first “Suspiria” trailer proves the power of marketing atmosphere over plot. A crucial plot point in Luca Guadagnino’s “Suspiria” finds Madam Blanc possessing the dreams of Susie Bannion (Dakota Johnson). Guadagnino directs these dream sequences as montages of unsettling imagery, which is more or less the strategy Amazon used for its highly effective first “Suspiria” trailer.
A STAR IS BORN
June 6, 2018 will go down as the day the world fell in love with Bradley Cooper and Lady Gaga’s “A Star Is Born.” Warner Bros.’ official trailer runs under the two-and-a-half-minute mark but manages to capture the overwhelming sensation of Ally’s meteoric rise to fame.
IF BEALE STREET COULD TALK
The first footage from Barry Jenkins’ “If Beale Street Could Talk” debuted as part of a birthday teaser for James Baldwin, whose novel inspired the film. The trailer is bookended by scene in which Tish (KiKi Layne) musters up the strength to tell her mother (Regina King) she’s pregnant, and fills in the space in between with highs and lows of Tish’s relationship with Fonny (Stephan James).
Netflix’s first trailer for Alfonso Cuarón’s “Roma” doesn’t even run for over two minutes but somehow manages to capture the awe-inspiring scope of the director’s vision. The streaming giant went light on plot for the teaser and prioritized Cuarón’s indelible images, instantly sending him into the Best Cinematography Oscar race.
MISSION IMPOSIBLE – FALL OUT
Paramount Pictures’ official trailer for “Mission: Impossible – Fallout” launched one thousand memes for the moment where Henry Cavill reloads his arms as if they are machine guns (let’s face it, they are), but let’s not overlook what an action masterpiece this two-and-a-half minute preview proves to be.
Got closer to fulfilling its destiny as a new cult classic with RLJE’s official trailer, which miraculously bottled up all the batshit insane rage of the film and packed it into two-and-a-half minutes of neon-soaked brilliance.
A24 has an impressive track record of cutting trailers for horror movies that are nightmares in and of themselves. The studio did it with “The Witch,” and they did it again this year with their Sundance sensation “Hereditary.”
GODZILLA – KING OF THE MONSTERS
Contemporary movie trailers have been appropriately criticized for using covers of old songs, but the “Godzilla: King of the Monsters” Comic-Con trailer proved you can still do this effectively.
Anyone who payed attention to A24’s marketing for David Robert Mitchell’s “Under the Silver Lake” was surely heartbroken when the studio announced it was pushing the film to 2019.
Framed around a conversation between a scheming Cheney and a dimwitted George W. Bush (Sam Rockwell), the trailer sells “Vice” as another energized spin on a traditional genre, carved straight out of the polarizing style of “The Big Short.”