This trailer does two things that Disney has neglected completely; one, tell the premise of the whole damn thing in a coherent way, and two, push the "From the director of..." factor. I mean, Andrew Stanton is not a household name, but once people are reminded of what he's done, they'll pay attention. As for telling the premise of John Carter, it really is quite astounding how terrible most of the official trailers have been here (there's at least one that I really liked though, and sold me on it). Disney really is getting very, very bad at marketing these days - it's no wonder why films like Prince of Persia and Tron: Legacy underperform at the box office when Disney makes them look so lame.
The only thing I wish they had done in addition to all this would be to make a custom logo. "John Carter" is so fucking stupid; is Disney really assuming that THAT speaks for itself? At least "John Carter OF MARS" says that it's an adaptation of Princess of Mars, and has a cool (major) science fiction element. The bland desert environment really hurts the visuals of the movies; passing it off as Mars makes it seem somewhat more excusable. It even looks pretty cool in shots if you know what it's supposed to be. But it seems like all Disney cares about is hiding anything REMOTELY "sciencey", so dumbass midwestern people don't get scared off. That's the no.1 thing I fucking can't stand about the marketing of all this.
The movie is probably going to be great; that's the shame here. It's almost guaranteed to fail though. Unless it can repeat the same trick Avatar did of being fucking loathed until it actually came out, and then getting everyone to forget about it's terrible blue cat people designs and get onboard just to see what a 3D film looks like. Seriously - that's beyond unlikely. I can guarantee though that Disney has a better movie on their hands than fucking Avatar though. But NO movie is going to pull off that trick again.
I could not agree more.