For what is ostensibly a tent pole for Fox in the summer blockbuster season, there hasn’t been a whole lot of mainstream hype for the yet-to-be-officially-titled X-Files sequel. The film drops on July 25th and it’s only today that an official poster has been released (and it’s quite fetching, as you can see). Then again, there seems to be a method to the marketing madness behind Mulder and Scully’s resurrection. It works like this:
Step 1) Make brief trailer comprised purely of quick cuts, include one shot of beloved characters. Bring trailer to comics convention, allow nerds to spread good news.
Step 2) Make second trailer, include pensive dialogue between beloved characters, more quick cut action, add theme song and classic vague text alluding to “the truth” and it being somewhere. Bring to comic convention, allow nerds to spread good news.
Step 3) Profit without paying for televised marketing until summer.
That Chris Carter’s one smart cookie. Metaphorically speaking. Unless the truth that is out there is that Chris Carter is indeed a delicious, circular confection possibly containing chips of chocolate.