It's time to get extremely hyped for your return to the Wizarding World - now an official shared universe brand, thanks to the brand new logo introduced by Warner Bros - with the arrival of the new Fantastic Beasts 2 trailer. And it's a very good example of how to market to an established audience.
The trailer hits almost every beat that returning Harry Potter fans would want to see: there's familiarity, nostalgia and the return of beloved characters and ideas from the main-line series as well as the continuation of the Fantastic Beasts story, which was charming enough to bring in more than $800m. Adding a new Dumbledore to that mix is probably good enough for an assault on the billion dollar mark.
The production road hasn't been without its hitches - mostly to do with allegations against Johnny Depp and the film's presumed reluctance to explicitly explore the LGBT elements of the story - but this trailer will be enough to wash some of the concerns away. If you're already a fan of the Wizarding World, it's like being welcomed home again, and you just can't buy that sort of popularity.
Having said that, it's not a flawless trailer, and its good and bad elements warrant inspection in equal measure.
Firstly, the negatives...