Spider-Man: Brand New Day and Dune 3 show why trailer rollouts shouldn't change

There is something intangibly magic and community-focused about a great movie trailer. In an industry marked by rising ticket prices, endless box office chatter, and ever-more elaborate popcorn buckets, picking apart a new teaser frame-by-frame and sharing the hype with millions still feels special.

The rollout for Spider-Man: Brand New Day illustrated how that practice can be mishandled. Releasing only a fraction of a movie generated social media impressions, but it failed to present Brand New Day as a film people wanted to see; the full trailer, which premiered a day later, instantly became the talk of the town.

Dune: Part Three suffered a similar misstep when its trailer premiered on TikTok in a vertical format alongside a clunky Q&A, a choice that felt exclusionary by being siloed on an app many over 35 find perplexing. The Mandalorian and Grogu’s Super Bowl fumble offers another reminder: an odd advert spoof in front of a global audience only regained momentum once a full trailer was deployed weeks later.

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