The online hype machine has cemented itself as part of the culture over the last decade, and the buildup to big movies are as much a part of the experience as the movies themselves. A curious element of this cultural shift is the reaction video, i.e. a video of a person watching a video. Sometimes it can be boring or even annoying, a static closeup of some random disguised as an actual trailer via smart titling and thumbnails. Other times it's a window into collective joy, like when you see a collage of twenty different faces all reacting to the return of Han Solo in unison.
Since there's no one better at the hype machine than Marvel, they've decided to lean all the way in to these reaction videos as part of their tease for tomorrow's trailer for Avengers: Infinity War. Take a look:
I'm about as worried as anyone that this movie will be an overstuffed mess, but my mind is put at ease by two things. One, the fact that it's written and directed by the folks responsible for my two favourite Marvel films (Winter Soldier and Civil War) and two, the fact that Marvel has gotten pretty good at living up to its own hype. This trailer is going to break the internet once your aunt & uncle who watch five movies a year figure out the Avengers are going to meet the Guardians of the Galaxy (with a bit of Spidey, Doctor Strange and Black Panther on the side), and it's also our first proper look at what is sure to be a big, big movie. Then again, I'm someone who likes the new, self-indulgent Marvel Studios graphic at the start of each film, so maybe I'm hashtag bias.
We'll see you folks tomorrow as soon as the trailer actually drops. Ten years of these things. Damn.