How much is too much when it comes to promoting a movie with teaser clips? I've already written about my desire to go into movies like Inception totally blind, and in fact, for the most part, I avoid trailers unless I'm writing a preview of a movie. Over at AdAge's blog Madison + Vine, Chris Thilk asks if we're overloaded with movie clips, which he refers to as a "makeshift 'freemium' business model."

He writes that "no studio is able to back down from the pressure to put out such clips -- often extended scenes that were first glimpsed in the trailer -- in the final weeks of a movie's campaign... If some studio exec was to back away from that tactic while competitors didn't and the movie failed, fingers would be pointed clearly at said exec. So it's go big or be the fall guy."

I'm not sure I quite agree with calling it a "freemium" model, since no matter how many clips a studio releases, it's still not the whole enchilada. However, this model does create a catch-22 for studios. If they release just one or two trailers for a movie, it could look like they're trying to bury it, but if they release a flood of clips, the return on investment is equally iffy. If the movie itself isn't appealing, or if it seems like we're seeing the best stuff already, it doesn't matter how many clips, tie-ins, interactive iPhone apps, TV show appearances, or giveaways there are, it won't get people into theaters.