Author Archives: Frederick Greene

About Frederick Greene

Entertainment Copywriter & Visiting Assistant Professor, UCLA Dept. of Theater, Film & Television. I teach a graduate seminar in new movie marketing, which focuses on the history, contemporary practice and likely future of a/v advertising for motion picture entertainment.

Toy Story 3 Plays it Safe (Post 3 of 3)

Posted on August 16, 2011 by Frederick Greene

  What I’m saying, therefore, is that while this trailer is unrepresentative of the film in tone and gravity and plot, underselling the film in each of those areas is an understandably prudent choice.   A recent work of market research[1], … Continue reading →

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Toy Story 3 Plays it Safe (Post 2 of 2)

Posted on August 12, 2011 by Frederick Greene

Let’s consider the commercial artistry of this two minute, multi-part film.  Structurally, the trailer for Toy Story 3 has 8 distinct movements, with three separate music cues. It uses cards, diegetic dialogue, lyrics and melody to promise a happy ending, … Continue reading →

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Toy Story 3 Plays It Safe (Post 1 of 3)

Posted on August 10, 2011 by Frederick Greene

Toy Story 3 Official Theatrical Trailer The 2:19 theatrical trailer for Toy Story 3 is a beautiful, effective piece of movie marketing that blithely presents the conflict driving the story before diverting audience attention into a minor, amusing sub plot. … Continue reading →

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