Trailers for trailers? Movie studios in the TikTok era are competing for 1 second of your precious attention

Trailers of two of Hollywood’s most anticipated upcoming movies came out this week. Warner Bros. Discovery’s Dune: Part Three and Marvel Studios’s Spider-Man: Brand New Day premiered a day apart.  But what’s most interesting is the marketing strategy behind the trailers—in which promos and short clips of the trailers were released ahead of the full trailers.  On Tuesday, Warner Bros. Discovery hosted a livestreamed event on the official Dune account on TikTok. It featured director Dennis Villeneuve and some of the cast talking about the upcoming movie to a live audience before airing the trailer, which was simultaneously revealed at the end of the stream before being rolled out on other platforms like Instagram and YouTube.  Videos with the star-studded cast—including Zendaya, Robert Pattinson, Anya Taylor-Joy, and Javier Bardem—urging fans to watch the trailer circulated online, and were later shared from the Warner Bros. Discovery and IMAX social accounts. &