The snail-paced teaser for Disney’s current animation is the latest to merrily reject the normal frenetic framework. Does it tag a golden dawn of ponderous promos?Deliberately infuriating your audience is not generally rule No 1 in the marketing world. But that’s exactly the experience the magnificent trailer for Zootropolis gives us. A taster for Disney’s forthcoming animation (titled Zootopia in the US) about a city populated by animals,it is mostly one unbroken scene of a rabbit police officer and her fox accomplice trying to run a licence plate at a vehicle registry staffed by sloths. Which means – unlike almost every other trailer out there – it takes its own sweet time. We are in a really colossal speed,” squeals the rabbit, or as Flash the sloth subjects her to torture-by-painstaking-keyboard-input. Every sleepy blink,every superfluous (exceeding what is sufficient or necessary) additional word, every gag – we see them coming a thousand miles off. All the better: every audience I’ve seen the trailer with has been in hysterics.
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Source: theguardian.com