Less is More
Last night my wife and I went to go see I Am Legend. Now, I know what you're thinking, "Wow, John, last night was Monday, you must be living in the fast lane to go see a movie outside of Friday or Saturday." To which I reply, "I know, faithful reader, I know."
I think I started seeing trailers for the movie back in the summer and it quickly raised my intrigue. I'm a sucker for mass chaos, military strikes and fear of the unknown, so this movie had three check marks in my book. I think the main reason that I wanted to see the film was that the trailer gave me enough that I really wanted more. Take a look for yourself.
What Warner Bros does really well is that they don't play their cards until you actually see the movie. Less is actually more in that they don't let you see what is keeping Will Smith company in the trailer. This tactic reminds me of the Microsoft iPod packaging spoof that reminds all of us that white space is not always a bad thing. In fact, it can often help your product stand out and break through the clutter. - John Herrington
*For those of you wondering, I Am Legend is outstanding and worth the money to see it in a theater.