I've worked in the videogame business for nigh on 17 years,seen a huge amount of change,seen a lot of product and hardware come and go, experienced its ups and downs, played amazing product, worked on really bad product and I've promoted a lot of product. I've also been witness to the traditional hype normally associated with the "next big thing in videogames" (sometimes it was, sometimes it wasn't). There are of course the Milestone products that come out, the big hitters like Halo which has thrown considerable weight behind the way it reaches out to its audience with its trailers,taking you from the living room and into the firefight like a Hollywood movie even employing directors like Neil Blomkemp,South African director of District 9 to create its Halo short films.
Gears of War from Epic and its Mad World trailer was sublime, it created mood, it was emotional, it was devoid of all sound effects and instead used the music from Gary Jules to create an incredible contrast that made people talk about the trailer even more.
The only other time I've seen this dynamic brought up in conversation was when Judy Garlands "Somewhere over the Rainbow" was used in a shoot out scene for the movie Face Off with Nic Cage, except it didn't quite work as well as it should or could have.
Which brings me to the announcement trailer for Dead Island which is probably the best videogame trailer I've ever seen,why?
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