The tease for this trailer was simply irresistible:
Yes, I have (or, at least, had) a copy of Grimm’s Fairytales growing up. I also watched the Disney versions. The idealized fairytale lost most of its appeal when I was twelve. I lost most of my remaining respect for Disney when they released their version of The Hunchback of Notre Dame—without ever seeing the movie. I lost all respect for Disney when they released The Hunchback of Notre Dame II. (If you don’t know why, then READ THE BOOK!!!)
Maybe it’s just that I’m a bit twisted myself, but there’s something truly appealing about Grimm’s Fairytales. Whatever adults like to tell themselves, most people’s childhoods aren’t all sugar plums and puppy dogs. Nowadays, the dangers and darkness our youth face is so extreme it’s hard to imagine that Disney has a place at all. So, I think a collection of new fairytales that follow the Grimm tradition is an excellent idea and I suspect Harlequin Teen is the publisher to pull it off.
But this is about the trailer…
First, it should be noted that the music—though possibly not identical—holds a similarity to another cultural phenomenon that tie directly to the theme of this short story collection. In a word: Tim Burton. The visual dynamic is also a twist on a stylistic approach used by Tim Burton in at least two of his movie intros. And, considering the audience, I suspect it works.
More to the point, advertising a collection of works by different authors is difficult to do. Such a collection has, I hope, some sort of uniting theme. In this case, the theme is expressed through a cultural flavor consistent with other works with similar themes. It’s not a form of groupthink in the traditional sense, which is good, but it’s a reflection of a cultural groupthink that resonates. Whether viewers recognize the music or the visual dynamic, they’ll feel its power. If the theme attracts them, they’ll be attracted to the book. In this case, that’s all the trailer needs to do.