The X-Files: I Want to Believe is coming to theaters on July 25, less than two months away. The movie is arguably the biggest movie on 20th Century Fox’s roster for 2008, and if not at least in the top three behind The Day the Earth Stood Still and The Happening.
The X-Files 2 has a huge built-in fan base and is an established franchise that Fox should be milking for all it’s worth. So, why oh why is the Internet not swarming with promotions?
There has been a teaser trailer. There’s been a full-length trailer. Neither of which have been very inspiring. As an X-Files fan, I’m excited, but the trailers haven’t blown me away – which means that non-fans, an audience Chris Carter and Fox is hoping to draw into theaters, are probably not very impressed either. To cap things off, the movie has been titled I Want to Believe, which, frankly, is almost as bad as 2 Fast 2 Furious.
The only thing really going for the movie is that Fox is doing a good job of keeping the plot under wraps. There have been plenty of false rumors and guesswork, but nothing that amounts to truly viral marketing. Why isn’t Fox doing what Paramount did for Cloverfield? Fake websites, Internet fanaticism and, perhaps, more promotion in theaters. I have yet to see The X-Files 2 marketed in theaters, which is pretty odd for a franchise film set to be released in the middle of the summer.
Lastly, take a look at the Russian X-Files movie trailer below. The trailer pretty much kicks ass; why don’t the American movie trailers take the same approach?