How do you make people get their behinds off of the couch and to the movie theater to see your newest creation? Especially in 30 seconds or less? You make a movie trailer! A short, action-and-bikini-models-packed clip that highlights the best parts of the movie and cunningly hides the not so brilliant ones.
And although hords of very smart people who analyze the demand for certain types of flicks or CDSTEP the entertainment business, what they come up with rarely corresponds to the film they were supposed to market! You would not try to sell a car by expressing your admiration for such a delightful example of God’s work, the pickle! Frankly it is all about creativity these days, and I am sure that some features of the new Mercedes do rhyme with ‘short’, ‘green’ or ‘sour’, but when you buy a car you are probably less interested in whether it would go well with a hamburger, and more with, for example, its fuel consumption.
The same should be true for movies! After watching the trailer I want to know if I should prepare for sweaty guys running around with big guns trying to save the world, or a sweet yet nerdy girl in glasses swooning over a guy she thinks she will never have.
Here is a fantastic example: 
‘The feel-good film of the decade!’ Really? Because the one I saw was a bittersweet story of a young man who has had an incredibly hard life, enduring true ordeal, watching the fall of his brother and the misery and injustice around him. And that definitely does not make me feel good about myself!
Have a little faith in the audience, guys! Because believe it or not, honesty in advertising does matter.