Usually when a trailer explicitly spoils something as great as the death of the protagonist or a complete change of direction for the established hero (like the Terminator: Genisys Trailers have shown that now John Connor was a terminator), you have to wonder if they have completely lost their head.
Of course, is that magical historical moment that an audience deserves to keep it secret? There is a currency for the plot, after all, this means that major releases such as Avengers: Endgame are blocked to an unprecedented degree. Studios usually do not want us to know. Fans usually do not want to know.
Nevertheless, this is exactly what the second trailer X-Men: Dark Phoenix has made. The moon after the first was released and with a whisper about even more delays in dismissal (or direct cancellation in some cases), the teaser fell, and it begins with the discovery that Mystic was killed.
So why did they do it? Simon Kinberg has the answer as he said about it EW:
"Well, the process of thinking about it showed that this is a movie that, unlike other X-Men movies, is a movie where shocking things happen, People do not just fall from the building and do not drink, but go. This is the reality in this film and the consequence of this film, and moreover, it was to show that Jean / Dark Phoenix is really a threat to everyone, including people of X. "
If you thought about Infinity War marketing campaign, then almost all these things were said. Kevin Feige and Rousseau said that at the beginning of the movie, This is a great event that found that it was not like any MCU movie for today and that Thanos was indeed a threat he discovered. In the end, it was the deaths of Heimdall and Loki that Marvel had decided not to set before and center in their marketing.
Why not because you do not need it You can hint at something ̵
Think about it: Dark Phoenix has been experiencing problems with confidence for several months. It has been shifted back from its slot issues more than once and with the Disney / Fox affair coming, it is widely considered something in the difficult issue (and so is the New Mutants, of course).
This is also a little t a free throw for Fox, since Disney's deal is now their safety net. This film probably relates to controlling the loss on the budget more than anything at this stage. Therefore, some sharp marketing methods were needed. It was not enough to pretend that this is just another X-Men movie, which is why Kinberg talks about the difference.
In the face of a rather large negativity – which was not lowered by the quality of this second trailer, frankly – Fox decided to take control of the conversation and send it somewhere useful. The reason they've destroyed Mystique in marketing is that it's a commodity asset: it's something interesting in the feature film (in terms of overall audience expectations) that they can arm themselves to bring fans.
As the death of Mystic is so insignificant that it can be shown in marketing, Fox reasonably suggested that there are other things going to the cinema that make what looks like nothing. In the same interview, Kinberg mentions other "great sacrifices" and seems to be creating a civil war film where burglary people X break down on the basis of how they want to deal with Jean – whether to reform it or kill her – apparently, with "Beast" one side and Cyclops on the other.
By reducing one element of history, they not only added intrigue – because we do not know how it kills her – but they also did everything else more interesting. But when the spoiler is already heavily rumored anyway, this is a bold and intelligent solution and far better than the approach Paramount took to marketing The Star Trek At Dusk when we all knew Benedict Cumberbatch Khan no matter how hard they insisted.
This is something that does not lose the situation for Fox. Keenberg admits that he does not know if Marvel will retain his acting skills (will not), and nobody is waiting for anything from the movie. So why not throw bones and sell them in a completely different way? It's a bit like getting involved and starting to break your fingers and shouting: "If I do this for myself, imagine what I will do for YOU!"
He, if he works, he works. But it's a bold strategy, Cotton, and we'll have to wait to see if it pays off.