When did trailers become news?

Above you’ll see I’ve linked to the trailer for the new Bond film, Spectre. It’s due out this year and I’m looking forward to it.

This isn’t a movie blog, though, it’s a media blog – so I thought, rather than offer advice, for once I’d come out and say I’m flummoxed. The BBC runs a roundup of the newspapers and the fact that 007 has a new trailer has, in one form or another, hit four of the UK’s front pages today.

Let’s run that again. A movie that everyone knew was in production and scheduled for release this year (let’s take it that “everyone” means “everyone who’s interested” in this case), and which has already been teaser-trailed in cinemas and online, releases a scheduled, deliberately promotional trailer.

So far, so completely legit. If I were a Sony shareholder I’d be horrified if they weren’t trailing the release of this one like anything, it’ll have to compete with Star Wars, for goodness’ sake, and that’s now got Disney behind it.


I thought the front pages of newspapers were for showing off actual news (or offers or promotions, depending on the paper). I can certainly see something creating an online buzz like this as an inside-page filler, but I prefer to see something unexpected on the splash pages. Oddly it’s not just the popular press – the Mail doesn’t report it on its front page but the Times does.

Obviously you’ve got to sell papers. Anyone can appreciate that. But selling them on the strength of something that’s taken some effort to find out rather than something a commercial machine has spoon-fed a publicity machine¬†would be good.

You’re unlikely to be as lucky in getting a manufactured, press released story onto the front page of the nationals – if you need help crafting your stories or interacting with the press, have a look at my media training offering.

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