Thor: Ragnarok Trailer Reactions: 7 Ups & 3 Downs

5. It Sets A Mood Without Showing Too Much

There has been a rather worrying trend - particularly with comic book movies recently - for studio marketing teams to take way too much of the plot of the movies they're trying to sell and showing it off rather gratuitously in the trailers. Spider-Man: Homecoming was accused of it, Batman v Superman definitely did it and it's a trend that is unlikely to die.

Mercifully, Marvel have chosen to go with establishing the teaser as a sort of mood board instead: establishing a tone and an aesthetic, teasing plot details (but nothing we haven't really seen in the marketing already) and giving little glimpses of new things. We get to see Hela's powers, the first look at Karl Urban's Skurge and Valkyrie's dynamic with Thor, but there's nothing there that is particularly spoilerific.

Sure, there's probably an argument that they didn't need to show the fight at the end, but that's been one of the biggest hooks of the entire early marketing campaign, so you can see why they did.

There's also enough in there to make the trailer as instantly meme-able as the Captain America: Civil War trailer was (that whole "he's my friend...","so was I" moment). Who isn't going to pick up on that "I know him from work?" It's irresistible, and it almost does Marvel's job for them.