The Peculiar Position of Game Trailers: A Critical Perspective

The video game trailer occupies a very peculiar place in media consumption. Whereas a preview for a movie gives the audience a glimpse at what the movie offers, a video game trailer is always external to its own medium. A movie trailer works because cinema is a passive, visual medium; the viewer sees a bit of what he/she will see in the movie proper. Similarly, reading the back of a novel or a sample of the novel in another book serves the same purpose--it advertises the novel through the medium of the novel. Game trailers to not have that luxury. They operate solely within the spheres of the visual and aural, but gameplay requires the physical touch and feedback of inputting commands on a controller (or waving your arms like a lunatic, if you're into the whole motion gaming thing). Game trailers cannot communicate the ludological sensation of gameplay, hence the necessity for demos--a far more relevant method of advertising a game than a trailer could ever be. It is because of these limitations that I always approach game trailers with a fair degree of skepticism. Don't get me wrong, trailers serve a fundamental purpose of hyping the company's product and introducing it to consumers. After all, we can't all attend Gamescom or E3, and sometimes demos can be a little slow at hitting the download scene. As bafflingly illogical as game trailers are on a fundamental level, they are absolutely essential to the industry, and as such, warrant discussion about how best to accurately and honestly advertise their products.

I find that the best trailers fulfill a few certain criteria. The trailer should first and foremost always provide an accurate introduction to its game's mechanics. If I'm watching a trailer, I want to see how I'm going to be playing the game. Whether or not this takes place in-engine is negligible compared to the importance of showing the ways in which the player will manipulate the game's world. Second, a trailer should give the viewer a glimpse of the game's world in terms of its atmosphere while maintaining a certain degree of mystery. If the game will be funny, provide a funny trailer. For a horror game, instill a sense of dread and gloom. If it's a story heavy game, focus on narrative--without giving too much away. Lastly, the trailer better damn well be entertaining and memorable. We're all so plugged into the world of mass media devices and viral videos that it's easy to see a trailer and then immediately forget about it. A great trailer has staying power. Since trailers operate in a visual medium, I'll turn to a few examples of trailers that have created significant buzz this generation.

Gears of War: Mad World Trailer

When I saw this trailer for the first time, I finally grasped what this new generation of gaming could produce. I like Gears of War well enough, and when it hit the scene as one of the premiere flagship titles to sell the Xbox 360, this trailer was a bit of a risk. It's heavily atmospheric, hauntingly lonely, and bizarrely reflective. I'm a sucker for dissonance. I used to play a lot of games by turning down the game's music and providing my own soundtrack, often playing shooter games while listening to serene music to provide bizarre contrasts. This juxtaposition of the hyper-masculine soldier with the dreamlike melody of Gary Jules' "Mad World" makes the trailer certainly memorable, and this contrast emerges in the game's aesthetic. The game's setting, planet Sera, teems with ruined Hellenistic architecture, creating a world of apocalyptic beauty. Some gilded age has fallen to ashes, and the game's art direction makes destruction quite beautiful, providing a similar contrast evoked by the trailer. The gameplay, though, never quite reaches the thematic sophistication of the trailer. Sure, the game controls like a dream, and its violence is almost operatic. I nevertheless can't help but feel a bit misled by the atmospheric sense of isolation and terror in the trailer. I never feel as vulnerable as the trailer makes Marcus Fenix out to be. This is certainly a good thing for gameplay because its a game that lets you feel like a badass, but there is a slight disconnect between the promises of the trailer and the game--though the trailer is still remarkable.

Killzone 2: E3 2005 Trailer

I remember how this trailer was met with both excitement and incredulity. Some people thought it heralded the new age of gaming while others called shenanigans and claimed that such gameplay was impossible. Whichever side won out (and I'm inclined to think the former), the trailer certainly had people talking until the game's 2009 release. The trailer showcases the gameplay through a fully-rendered CG sequence, making some onlooker wonder if the game could possibly ever look as great as the trailer shows. Killzone 2 looks sharp, to be sure, but the trailer was way before its time. Releasing it four years before the game's publication date built expectations that could not possibly be met.When critics finally played Killzone 2, they couldn't help but compare it to the trailer revealed in 2005. For me at least, the trailer spoke true--others had dissenting opinions. The trailer captures the chaotic atmosphere and dynamic combat in Killzone 2, and I can't help but speculate that the team at Guerilla needed the four years to catch up to their own advertisement. Even if they did bite off a bit more than they could chew, the time spent paid off by delivering one hell of a game.

Dead Island: We've all seen it...

This trailer for Dead Island is a textbook example of how not to make a game trailer. When it hit the internet, it absolutely blew up; people who didn't even play games paid attention to it. It's an emotional, artistic and atmospheric mini-movie. It's extremely well done. The music helps facilitate this family's tragedy perfectly, providing a different spin on the zombie horror genre in a way that I thought was just reserved for The Walking Dead and 28 Days Later. The trailer is a remarkable piece of CG art, and on that level it excels. Dead Island was in development hell since its 2006 announcement, and this trailer announced its resurrection, building audience anticipation and undoubtedly resulting in a massive surge of pre-orders. But the game it advertises is not the product on the shelf. After being underwhelmed by seeing gameplay footage, I gambled on a rental, and I sadly found my misgivings to be true. While I'm sure there's plenty there for others to enjoy, I don't think anyone can seriously make the claim that the trailer captured the essence of Dead Island. Dead Island is not a game about tense, emotional situations. It's not a story-driven survival narrative. I never felt any connection to people I protected. And at no point did I throw a child out the window. Other than the resort setting and the zombies, the trailer has little else to do with the game. The game is nowhere near as good as its trailer. The trailer is a well-made movie, challenging narrative and genre; the game is a bit of incoherent mess. And never the twain shall meet.

BioShock: Near perfection

BioShock was a hard sell. Combining a bizarre environment, Objectivist philosophy, and intelligent first-person shooter gameplay looks just as strange on paper as they do in theoretical practice, but this trailer reveals only what is necessary to build excitement while maintaining mystique. We see the combat in the way a splicer fights against a Big Daddy. We see, from a first-person perspective, a deeply disturbing scene with a man forcing himself on a helpless child, the camera's position mocking the viewer's passive complicity in the grisly pantomime. We hear a synopsis of Andrew Ryan's Randian philosophy. We catch a panoramic view of the underwater, ruinous dystopia. We see strange powers, a vita chamber, a shotgun, a monster with a drill, a pipewrench. All the key elements of the game's mechanics appear...yet we're left wanting more because we don't know how they fit together. It's unlike anything we've seen before, even those of us who have played Ken Levine's System Shock 2, BioShock's spiritual predecessor. The trailer tells an ambiguous story with provocative gameplay elements on display all while building a sense of atmosphere and keeping the audience engaged. We're left wondering what the hell we just saw and wanting to discover--and play--something more in this weird world.

There are most certainly others that work just as well as these. The Dark Souls trailer set to The Silent Comedy's "Bartholomew" combines mood, mechanics, and an awesome (and relevant) song. The gameplay trailer for Dishonored works well, too, though it has its flaws--mostly due to its making the game look like a throat-slitting simulator. I love the atmospheric short film trailer for Metro: Last Light, but it provides nothing useful in terms of describing gameplay, unlike the short film for Halo 3: ODST, which worked in the mechanics through the combat sequence.

A video game trailer must accomplish more than provide a fun little video. It must accomplish more than a film preview or a sample of a novel. The most successful game trailers break the constraints of the visual to offer aspects of the ludological. We interact with games in much more complex (or at least different) ways than we do with film and literature, and trailers should acknowledge this fact by accurately portraying the ways in which the consumer/player will interact with the digital world on display. As silly as I think trailers are, we need them, and the industry needs to get the word out somehow. But they can only take us so far. Otherwise, we wouldn't rely so heavily on sites like IGN to keep us informed. We, nevertheless, should always approach the videos we see with critical and analytic eyes--and then forget them completely we play the demo.

Cheers,

--David