It's been seven years since the Academy of Motion Picture Arts and Sciences added a new category to the Oscar accolades: Best Animated Feature. We think it's time Hollywood created another: Best Movie Trailer. Thanks to the rapt attention they've gotten through YouTube, MySpace TV, and Apple.com, coming attractions have evolved into a cinematic art form all their own. Many are better edited, scored, and art-directed than the films they're selling — not to mention that you can watch them online for free. The following Wired honorees are approved for most audiences.
Screenshot: Zade RosenthalBest Cinematography
Iron Man
Kudos to the San Diego Comic-Con attendee who managed to keep a camera phone steady during the entire two-and-a-half-minute trailer premiere and then immediately uploaded the footage to YouTube. Tony Stark's metal suit on a 4 x 5-inch screen with screechy sound was a revelation for geeks worldwide.
Best Adaptation
National Treasure: Book Of Secrets
While trailers occasionally include scenes that don't make it into the final release, the Treasure tease contained so much omitted footage that The New York Times wondered whether it upstaged the movie. Judging by this gem, trailers are the new director's cut.
Best Director
Tie: Sylvester Stallone (Rambo); Paul Thomas Anderson (There Will Be Blood)
Before this spring, the only thing that Sly and P. T. had in common was coming within striking distance of Burt Reynolds' ferocious toupee. But both of these auteurs wisely decided to release very early (and very creepy) trailers directly to fan sites, rather than waiting to showcase them in theaters. As for which was more effective, it's a draw: Blood introduces Daniel Day-Lewis' John Huston-by-way-of-Mr. Burns accent, while Rambo features Stallone actually punching a guy's head off. So, you know what? You're both winners. OK? Now just don't hurt us.
Screenshot: Paramount PicturesBest Visual Effects
Cloverfield
Few people even knew Cloverfield existed until its trailer materialized in front of Transformers last July. Once audiences saw the Statue of Liberty's head being rolled down a Manhattan street like a 7-10 split, Cloverfield became the most buzzed-about movie of the summer and a winter box office hit.
Screenshot: Suzanne HanoverBest Film Editing
Knocked Up
Judd Apatow wasn't the first director to revive the red-band trailer, which allows violence, sex, and, here, Seth Rogen's foul mouth seemingly on repeat. But the racy Knocked Up preview was a must-rewind last spring, and now every release aimed at teens and twentysomethings includes a red version.
Screenshot: Stephen VaughnBest Picture
The Dark Knight
The online teaser for Chris Nolan's hotly anticipated sequel was a delectable treat for Batfans, but the six-minute "Prologue" shown before the special IMAX screenings of I Am Legend last December (featuring the late, great Heath Ledger's Joker redux) was a meal in itself. Here's to lengthy, tantalizing sequences becoming the future of coming attractions.
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