After what has felt like months of waiting, the first trailer for Avengers: Infinity War has landed with an almighty stomp. With hype for the Russos' Phase-ending movies (it's still probably right to think of this as a first part to an Avengers double-bill) at white-hot levels even before it screened, there's a very real danger of fanboy spontaneous combustion and rampant hysteria sweeping across the Internet.
It's a great trailer - not only for Infinity War but for the MCU in general and Black Panther specifically too - setting out the film's stall boldly. This is going to be a game changer and there's going to be a lot of damage when the dust settles. IF it settles.
Aside from the heavily spoiler-ific Spider-Man: Homecoming trailers (let's just blame Sony), Marvel don't really do bad trailers (as they actually celebrated with their own hype teaser in the run-up to the trailer's release) and this is definitely one of the strongest. It's a beautifully crafted celebration of the characters we'll see face-off with Thanos (well, not Hawkeye or Ant-Man, but most of them) and it says a LOT in a matter of a couple of minutes.
But while it's great, it's certainly not flawless, and it's worth breaking down exactly what works and what doesn't.
First, to the positives...