Still on the subject of seeing Prometheus, apart from enjoying the enrichment of a much loved story, I enjoyed something that made me think and asked me to join some dots myself.
In sharp contrast to the dumb trailers that followed. GI Joe, Abraham Lincoln The Vampire Slayer (!!), another Underworld film etc. It all smacked of a desperate industry relying on special effects and endless re-boots of old ideas, rather than anything resembling ideas.
The shining beacon within this was the trailer for the third Batman film (I hope). One of the most successful films ever, yes, high spectacle, but dark and takes no prisoners with intricate plotting etc.
Proof, alongwith the numbers Prometheus seems to be doing, not to mention Midnight in Paris doing over $100 million that you don't have to treat people like idiots to be successful.
Sad then, that when it comes to brand communication which is, of course, both part of and competing with popular culture, tends to take the GI Joe route.