I bet you KNEW there was a plane crash in this movie. Weird, huh?

When we walk into a theater, we usually know a fair amount about the movie we’re going to see. For instance, I haven’t seen Transformers 2. But from the trailer, I know that Sam Witwicky goes off to college and absorbs some sort of alien code from a mysterious artifact. I know that Optimus Prime fights in a forest, and it probably doesn’t go well for him. (There’s something about the way Shia yells “Optimus!” that reminds me of the way Ewan yells “Noooooooooooo!” in that Star Wars: Episode I trailer I memorized in 1999.) I know that Megatron returns. I highly suspect that the final sequence takes place at the pyramids.

(By the way, someone remind me to make a list of movies in which ancient Egyptians had direct contact with aliens: Transformers 2, Stargate, The Fifth Element…)

This is all right there in the trailer—it’s information the studio wants me to have. Depending on what other movies I went to see, I might have been shown this trailer whether I wanted to see it or not. Being surprised by Megatron’s return just wasn’t an option.

Now compare that to the District 9 trailer. (Warning: D9 spoilers ahead.)