Skip
Current Issue
This Month's Print Issue

Follow Fast Company

We’ll come to you.

The speed with which the Internet generates interest in things means that the release of the trailer for a long-awaited film or TV show is now an event unto itself—witness the people who flocked to a limited number of theaters after Thanksgiving to see the first glimpse of the multi-coloned Star Wars: Episode VII: The Force Awakens. But as trailers begat teasers, and teasers begat teasers-for-teasers, Marvel Studios gave us the first teaser-for-a-teaser-for-a-teaser just before the weekend: a 17-second video that highlighted the fact that the teaser for the teaser to the studio’s forthcoming Ant-Man would be debuting during the premiere episode of Marvel’s Agent Carter on Tuesday.

The gimmick—being that the teaser is for a movie about a guy who shrinks down to ant-size to talk to some formicidae—is that the teaser-for-the-teaser-for-the-teaser was shrunk down to "ant-sized," meaning that anyone who wanted to see what was actually happening probably needed to stand very close to a massive friggin’ TV. Alternately, they could have waited for the weekend, when the human-sized teaser-for-the-teaser hit the Internet. In it, we get our first glimpse at Paul Rudd’s titular hero, an ex-con who discovers an ant-communicator helmet and the ability to shrink himself down, as well as a half-second shot of someone who is probably Evangeline Lilly, and some other lady with a sharp bob and bangs. Not a lot of ant-business going on here, but since this is literally just the 17-second teaser for what will probably be a 70-second teaser, which will then lead to a full-length trailer or two, and eventually an actual film, what can you really expect? He will wear a costume and talk to ants eventually—in the meantime, have a look at handsome Paul Rudd getting escorted to someplace by some police officers.

loading