For as great as movies are, a good marketing strategy is essential to ensure box office success. From A-listers to lead the film, its subject, to its target audience, studios carefully plan how to execute their cinematic vision with any given film. Then there are trailers, which give audiences a glimpse into what they’re going to pay to go watch in theaters.
Sometimes trailers are the hook needed to fill up a theater, and sometimes, they’re what leads to a movie’s box office failure. Here are ten movies that ended up being way better than their trailers made them look.
10 Bros (2022)
This Judd Apatow film had a trailer that, well, didn’t necessarily make it look like the rom-com of the year. From the cheesy score to the underwhelming shots featured in the trailer, audiences weren’t lining up to go see Bros when it premiered. Despite being a box office failure, Bros garnered a cult following and generally positive reviews from the people who did watch it, with critics praising Eichner’s script and Luke Macfarlene’s performance as the jock with a heart of gold, Aaron.
9 The Little Mermaid (2023)
One of the most controversial Disney movies ever, even before its release, The Little Mermaid‘s trailer didn’t make it standout from any of the other Disney live-action adaptations of the 2000s. Nevertheless, it proved skeptics wrong upon its release, delivering what is arguably the best live-action Disney movie to date. From Halle Bailey’s Ariel, the chemistry between Ariel and Eric, the stunning cinematography, and its generally nuanced performances, The Little Mermaid is a treat for audiences of all ages.
8 Scream (1996)
During a time when horror was on a downward decline, with franchises such as Halloween headed in the home video route, audiences weren’t necessarily ecstatic by the idea of Scream. While Drew Barrymore was the initial marketing tool for an audience draw, the trailer didn’t make it look any better than any other, run-of-the-mill slasher.
Well, almost three decades later and the Scream franchise is still going strong, with the 1996 original setting the stage for its continual success. From its meta tone, Neve Campbell’s performance as Sidney Prescott, to its overall story, Scream is one of the best horror movies of the 1990s.
7 Star Wars (1977)
Star Wars had a winding road toward its success, with Lucas going through countless production issues before finally getting the film on its feet. That noted, the trailer didn’t really make Star Wars stand out as an engaging film, from the choppy CGI to random shots of Carrie Fisher, Mark Hamill, and Harrison Ford. Nevertheless, it proved a box office success, with audiences loving the universe Lucas created in a galaxy far, far away… and spawning a $70 billion franchise.
6 The Exorcist (1973)
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The Exorcist is considered one of the most disturbing films of all-time. For good reason; it keeps audiences at the edge of their seats as they wonder whether Regan will be saved from the supernatural force inhabiting her body. It terms of its trailer, though, The Exorcist delivered an underwhelming cut of Regan’s face juxtaposed with a creepy track, leaving audiences wondering what the film was going to be about, and if it was even worth paying for.
5 Guardians of the Galaxy: Vol. 3 (2023)
For many, the appeal to see a Marvel movie has declined considering their somewhat formulaic narratives. The Guardians of the Galaxy franchise had several negatives working against it when Vol. 3’s trailer released; audiences were tired after a six-year wait, Vol. 2 received generally mixed reviews, and the trailer, while counting with an excellent score and beautiful cinematography, wasn’t anything innovative.
Nevertheless, Guardians of the Galaxy: Vol. 3 has proved to be one of the best Marvel movies to date, with a compelling story, nuanced performances by Pratt, Gillan, and Cooper, and a villain that rivals the nefariousness of Thanos. A cinematic gem through and through.
4 Pretty Woman (1990)
Pretty Woman was a controversial pitch during its time of release, with both studios and audiences being on the fence whether it was a film worth investing their money into. The trailer didn’t help its cause, either, depicting it as a cheesy rom-com with an atypical protagonist. Nevertheless, Julia Roberts’ charm and charisma captivated audiences, showing them that rom-coms could deliver more than a fairy tale narrative.
3 Toy Story 3 (2010)
Toy Story paved the way for the long list of Pixar successes that followed. Unlike many franchises, Toy Story’s every installment has managed to keep audiences engaged in Woody, Buzz, and their company’s journey as they make their way back home to Andy. The 11-year gap between Toy Story 2 and Toy Story 3 did make its marketing trickier, with the trailer neither selling the third installment’s story as something riveting or unique from its predecessors.
It simply came across as another rehash of what audiences had already seen; Woody leading the toys back home. Toy Story 3 is much more than that, though, as its story gave audiences a full circle conclusion to Woody, Andy, and every other Toy Story character.
2 The Bourne Identity (2002)
Based on the popular novel by Robert Ludlum, The Bourne Identity’s trailer was action-packed, but, it didn’t stand out from other action-thrillers of the late ’90s-early 2000s. It seemed like an interesting concept on paper, but the trailer didn’t redefine the bar when compared to other action-thrillers of the time such as The Transporter or Minority Report.
The Bourne Identity defied all expectations, though, drawing audiences in as Jason and Marie run from everyone hunting down Jason. Not only was The Bourne Identity a box office success, but it also became one of the most lucrative action-thriller franchises of the 2000s.
1 Suspiria (2018)
The main marketing issue with Suspiria is that it fell into the infamous reputation for remakes; they do not hold up to the original. The trailer was interesting enough, but nothing compared to the eeriness of Argento’s original masterpiece. Horror aficionados still tuned into Suspiria, and the remake managed to deliver a horrifying and visually striking product, with Dakota Johnson, Mia Goth, and Tilda Swinton delivering some of their best performances yet.
Suspiria took a risk by crafting a new narrative while maintaining the spirit of Argento’s original work, garnering a cult following as a result.
This story originally appeared on Movieweb
