The Suicide Squad's second trailer release didn't quite have the desired effect. In this strange era movie studios are seeking more innovation in their marketing, engaging fans at a time when theaters are restricted and many major blockbusters are landing on streaming services rather than in multiplexes. For a recent example, look no further than Spider-Man: No Way Home, which took a meta route by teasing false titles and riffing on Tom Holland's uncanny knack for giving away spoilers.
The Suicide Squad has now attempted something similar with its second trailer unveiling. A new promo for James Gunn's not-a-sequel-not-a-reboot initially landed on YouTube, but only as a pre-roll ad attached to other videos. Additionally, the trailer was prefaced by DIY clips of actors such as Margot Robbie semi-in-character claiming to be "leaking" the new footage. Jai Courtney then posted the trailer unlisted on YouTube (albeit via the official Warner Bros. channel) before various other actors started dropping their own versions on social media.
The strategy plays on the rebellious nature of The Suicide Squad's Task Force X, painting the actors as mavericks fighting for the fans by releasing footage behind their studio's back. Perhaps the roll-out was also supposed to make this new trailer feel like coveted illicit contraband for fans to share between themselves - like they were doing something naughty in league with The Suicide Squad's cast. The Warner Bros. marketing team certainly deserve praise for taking a risk with a fresh approach, attempting to eschew the standard trailer drop in favor of something more befitting The Suicide Squad's spirit.
Despite an earnest effort, however, the tactic didn't quite land. Quietly slipping The Suicide Squad's new trailer into YouTube ads left many fans either confused about where to find it, or frustrated as they clicked one video after another hoping to get the desired result in YouTube's ad lottery. The intention might've been to trigger some kind of online treasure hunt, but online reaction suggests the more common response was a collective head scratch, as no one quite knew what was going on. Admittedly, the impact of the strategy was watered down by the inevitable and immediate leak (a genuine one this time) of the ad roll trailer onto Reddit, but asking fans to put in legwork before they can watch a movie trailer is a questionable strategy to begin with.
The other big issue with The Suicide Squad's quirky trailer release is how the intended "who cares?" ethos and having actors pretending to leak the video came across as clinical, corporation-approved rebelliousness. None of the actors seemed especially on board with the idea during their introductory skits, and the notion of doing something wild and crazy doesn't quite work when you're essentially just forcing fans to sit through more ads than they would for a normal video. A more effective plan might've been to have just one of The Suicide Squad's top stars (Robbie, Elba or Cena) surprise release the trailer via their own social media. Fans would then know exactly where to find it, and you get a hint of the actors being mischievous, but without the elaborate corporate synergy or overriding weirdness.
Fortunately, the trailer itself was far more enjoyable than tracking it down, but therein lies the main problem. A portion of the online discussion will now be dedicated to how The Suicide Squad's trailer was released, rather than the mysterious Project Starfish, or the reveal of Bloodsport's daughter.
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