On the Subject of Pre-Rendered Trailers

Lorena B/G

I fucking loath pre-rendered game trailers. While I'm sure some jumped-up marketing whore can produce endless powerpoint presentations to demonstrate the promotional value of these pieces of shit, the fact is that they bear no relation to the game play experience. Trailers for movies and TV shows, while often misleading, do at least tend to be constructed from pieces of the actual thing that they're intended to promote. Rendered game trailers, on the other hand, are just lies. You're expected to watch something which took minutes, hours or more per frame to render rather than the milliseconds available to a game, and somehow convince yourself that "Wow, that was sooo cool! This game will be the best EVAR!!!". And the sad fact is that some people do. For fuck's sake, the trailer was almost certainly not even produced by the same company as the game.

Even successful, quality properties aren't immune to the lure of spunking away cash on worthless teasers, as demonstrated all too ably by the recent Mass Effect 3 promo. But that was nothing compared with the staggeringly worthless Skyrim teaser which made the basic mistake of not only being pre-rendered, but which also managed to be rubbish. Not that it made any difference to the rabid Elder Scrolls fans, of course.

It reminds me of 80s box art (remember when games came in boxes?), when it was routine for games to be swaddled in laughably misleading imagery which bore no relation to the primitive reality of the game itself. More recently Evony has become synonymous with this sort of thing.

Maria Whittaker's classic tits were nowhere to be seen in the actual game.

I'm also reminded of Sony's classic attempts to pass off pre-rendered graphics as real-time in the run up to the PS3 release, specifically for Killzone 2 and Motorstorm. Although now that I think about it I'm not even sure that that's worse than a simple trailer. Trailers don't even pretend to be the real deal, so it makes even less sense for people to mistake them for the game they're promoting.

Of course games aren't necessarily that entertaining as a passive experience. The whole point is interactivity, so even state of the art graphics may not make for thrilling, polished promotional material. But that's no excuse for going to the other extreme of blatant misrepresentation. In any other industry this sort of practice would be condemned as despicable and probably banned.

What's even more depressing is how much these fucking things cost to produce. You could probably buy a couple of man-years (if not more) of developer talent for the same money. That's money which could be spent on improving the game itself, instead being pissed away on pure, meaningless marketing twattery.

If you're going to disregard the fundamental nature of the product you're trying to sell, you may as well go all the way and come up with something like the recent Call of Duty "There's a Solider in All of Us" campaign which didn't even bother with pre-rendered graphics, but rather went completely live action (give or take negligible VFX). Not that celebrity cameos come cheap, of course, but at least it was vaguely memorable and entertaining.

But there's a difference between being entertained by a promo, and being susceptible to the subliminal "fancy trailer = great game" association. Far too many people appear to fall for that trick, usually without even realising. If you want to sell a game to me, show me the game. Or show me some big tits, that works too.

Speaking of tits, here's some more Maria Whittaker especially for anyone who felt short-changed by Barbarian.