I’m going to get it out of the way right at the start. Having watched the trailer, I want to go and see this movie. This trailer tells us absolutely nothing about what the movie’s about, but every cut pulls me in more. Until the guy starts talking at the end of the trailer, I’ve no idea that the movie is “an AI horror thriller”. But these are the kind of trailers I grew up with.

The trailer, for new movie Morgan, was created by artificial intelligence. Specifically, IBM’s Watson. Does it matter that the movie only scored 42% on Rotten Tomatoes? No, of course it doesn’t. A trailer’s job isn’t to tell us how good or bad a film is. A trailer’s job is to make us want to go and see the film no matter how good or bad it may ultimately be. For me, Morgan’s trailer does exactly that.

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