This post is partially about satiating a geeky desire and partially about looking at what went right and wrong in the two Narnia movies (specifically the marketing aspect). This will not be in-depth, just to warn you.
First, let’s take a look at the “teaser” trailer (it’s a long teaser at around two and a half minutes) for The Lion, the Witch and the Wardrobe and see what stands out.
The words that appear on screen are
IN THIS HOUSE
THERE ARE MANY ROOMS
THERE ARE MANY DOORS
BUT ONLY ONE
LEADS TO ANOTHER WORLD
WALT DISNEY PICTURE
&
WALDEN MEDIA
PRESENT
BASED ON
THE BELOVED MASTERPIECE
BY C.S. LEWIS
THIS CHRISTMAS
A DESTINY
WILL BE FULFILLED
AND THE CHRONICLES
WILL BEGIN
Everything about this trailer exudes charm and newness. The colors are bright. There is heavy focus on unique and iconic imagery (like the lamppost in the snowy wood). Some of these images are used to evoke thematic motifs, like that of discovery (with Lucy pulling the sheet off of the wardrobe). Essentially, what we are promised with this trailer is an exciting fairy tale with strange, mythical creatures (like the centaurs, griffins, the briefly seen mermaids, and other creatures never before put to screen with adequate computer effects) and a moral to boot. Again, there is heavy emphasis placed upon uniqueness.
The teaser trailer for Prince Caspian is also a bit long for a teaser.
The words that appear on screen are
THIS SUMMER
THE TIME HAS COME
TO JOURNEY BACK…
TO NARNIA
WALT DISNEY PICTURES
&
WALDEN MEDIA
PRESENT
ONE YEAR LATER
FOR THEM
1300 YEARS FOR
NARNIA
A NEW AGE HAS BEGUN
FROM C.S. LEWIS’
EPIC MASTERPIECE
THIS MAY
THE FATE OF ALL
LIES WITH THE DESTINY
OF ONE
Immediately, we are reminded of the previous film, which is definitely a good idea since the first film was both well received critically and a massive box office success. This is followed by a somewhat violent transition into Narnia, which, juxtaposed against the peaceful and friendly wardrobe of the previous entry, already makes the film seem like a Summer action film rather than a charming family film. Prior to the entry into Narnia, there is no dialogue at all, which suggests that this story spends less time on earth which further suggests that it is not the moral tale that the prior film was, but, rather, a wholeheartedly fantastical film. The scene cuts are abrupt, suggesting a fast moving and, perhaps even, violent film. Notable is the fact that, while the first film called the source novel a “Beloved Masterpiece,” Prince Caspian claims to be based on an “Epic Masterpiece.” The following images indicate preparation for war, which further indicates violence, something notably minimal in the prior installment. While these images pass on-screen, Trumpkin says “You may find Narnia a more savage place than you remember.” Also notable is the reduction in never-before-seen creatures (you get the anthropomorphized trees and the river god). Further emphasized is war violence, which makes it seem potentially exciting but, again, also makes it seem inappropriate for children.
Next, let’s look at the theatrical trailer for LWW.
The words that appear on the screen are
WALT DISNEY PICTURES
&
WALDEN MEDIA
PRESENT
BASED ON
THE BELOVED MASTERPIECE
BY C.S. LEWIS
THIS CHRISTMAS
SOME JOURNEYS
TAKE US FAR
FROM HOME
SOME ADVENTURES
LEAD US
TO OUR DESTINY
The most notable addition is that we see animals talk. At the time that this trailer was released, that had never been done successfully (and certainly not seriously) in live-action before. This immediately makes the film seem like a classic Disney film (and, therefore, a most likely quality family film). This film looks to be going where Disney should be going. Also of interest is that a brief speech by the symbol of goodness in the film (the talking lion Aslan) is immediately followed in the trailer by a brief speech by the symbol of evil in the film (the White Witch Jadis). This strongly alludes to the themes of good versus evil in the film.
Finally, let’s look at the PC theatrical trailer.
The words that appear on screen are
ONE YEAR LATER
FOR THEM
1300 YEARS LATER
FOR NARNIA
WALT DISNEY PICTURES
AND
WALDEN MEDIA PRESENT
Note the even heavier emphasis placed upon violence and fighting. Note that, although you do see Aslan and hear Liam Neeson, the two are never synced so as to show the talking of Aslan. No animals are shown talking. Note quotes like “You were right to fear me,” “Narnia is about to be annihilated,” and the returning quote “You may find Narnia a more savage place than you remember.” Note that one of the quick, creature shots is of the werewolf, which is actually kind of scary-looking. Note, also, the subdued colors. All of this suggests a film far less family-friendly than its predecessor.
My conclusion (that I had already reached before today, I admit) is that, while strong competition (like Iron Man, Indiana Jones and the Kingdom of the Crystal Skull, and, yes, even Sex and the City) did play a big part in Prince Caspian’s lackluster box office, the second Narnia film probably could have better held its own against such competition if it had been (and been marketed as) a family film. At the time of its release, there were not many quality family films out. So, for The Voyage of the Dawn Treader, Disney and Walden need to return to the charm and newness that helped the first film succeed. In the third book, there are new creatures (Ramandu, the Dufflepuds, etcetera) and strange visuals (the dark isle and the lily-covered ocean come immediately to mind) that need to be shown predominantly in the trailers. A good trailer for VDT will start out with around a minute set in our world (used to establish the two returning lead characters and the new leading character as well), will give strong hints at the transition into Narnia (the painting), will follow this with a brief description of why King Caspian is out there in the Dawn Treader as a voice over while images of the earlier islands are shown, and will end showing some of the stranger and more exciting images from the story (again, like the Dufflepuds, Ramandu, the dark idle, the end of the world, Eustace turning into a dragon, Coriakin’s house, and the attack of the sea serpent).