Last March we noted a new development in the ever more Borgesian business of movie marketing: the trailer for a trailer. That’s right, 20th Century Fox released a 23-second clip telling you to “prepare to experience … the new trailer …” for one of last year’s most over-marketed films.
Today, movie marketing entered a new phase in its apparently Zeno-inspired marketing plan: The teaser for a trailer for a trailer. It’s true: You can now watch a six-second preview for a trailer for a trailer. Will these six incomprehensible seconds make you excited for the trailer for the trailer for The Wolverine—a sequel to a widely panned spinoff of an adaptation of a comic book series? And could trailers for trailers for trailers for trailers be next? At this point, I wouldn’t put anything past Hollywood.