Most movies these days get at least two different trailers, a North American one and an International one. More frequently however we've seen more and more films drip out trailer after trailer in hopes of ramping up to the release of their movie. Heading up to the Iron Man 3 release you can easily find trailers, TV shots, featurettes, and many other new vocabulary words all of which provide more fodder for those who are straight stoked for some more Iron Man. This new barrage of media doesn't stop for the big blockbuster, comic book, popcorn flick type of movie.
This is the Bling Ring's second trailer and while it does a much better job setting up the plot as well as some of the characters, does it need to exist? Do we need to see that same scene of Emma Watson dancing? Who does a second trailer for this film serve?
In a time when studios are worried about movie attendance it may be a play to get butts in seats. Would the common movie-goer get excited over a Sofia Coppola film if it wasn't given multiple trailers? But then does a movie like Iron Man then need its many trailers and media releases?
All in all more trailers isn't necessarily a bad thing. One bad or ill received trailer can sink a movie for most fans and getting a second look at something can sometimes change minds. So for now it's just a strange thing movie studios have gotten into a habit of doing. Perhaps they'll figure out the balance one day, or perhaps we're doomed with a flood of trailers for everything...forever.