Ghostbusters: Afterlife is the newest film in the Ghostbusters franchise, a property that, between the years 1989 and 2016, was something of a ghost itself. No news on another installment for what felt like an eternity. No real momentum on Harold Ramis and Dan Aykroyd's proposed third film. Bill Murray all but refused to acknowledge the franchises' existence. But despite all that, in four years' time, two Ghostbusters films have been made: a reboot and a sequel to the original two films.
The trailer for Ghostbusters: Afterlife visibly tries to capitalize on nostalgia for the original film, arguably more so than the female-reboot of the comedy classic. In all probability, the upcoming sequel will be what the fans want: a continuation of a couple of good films they loved since childhood. However, at times in the trailer, it seems the filmmakers and marketing department are trying too hard to over-compensate for the last film. In fact, it's almost a little distracting how much the team behind the film is trying to assure audiences why this new remake is both worth watching and not like "that other film." It begs the question: Is Ghostbusters: Afterlife over-compensating for something?
The Trailer Itself
Let's look at the trailer. In all honesty, it's a very good teaser that makes you immediately want to see this interesting, enigmatic film about ghost hunting. It does open up mysteries, but it also exists as this strangely nostalgic look back on old lore. Elements from the old film, like ghost traps, the ECTO-1 and even the uniforms are given this mythological reverence. It feels like a sequel or reboot of a beloved fantasy or science fiction franchise, not two comedy movies from the '80s.
This becomes even more apparent when you compare the new trailer to that of the 2016 Ghostbusters reboot, which is regarded as of the most divisive trailers ever produced. Both trailers capitalize on nostalgia. The opening acknowledges the original film, but quickly moves on to focusing on the core appeal of this film: the movie's brand of comedy. Ultimately, while the trailer did fetishize the past in a slick package, it felt irreverent towards the old film. But this new trailer elevates what the original film treated as practical equipment -- even cheap equipment -- and treats it like the Arc of the Covenant.
Why is Ghostbusters: Afterlife Overcompensating?
If you click on that video for the 2016 Ghostbusters film, you will find the like-to-dislike ratio is overwhelmingly negative, to say the least. It's no secret that Ghostbusters amassed a huge following of angry fans who hated it on principle, though reasons for this vary. It's unfair to dismiss all the people who hated this film as sexists who hated that the film was female-led. Many fans were disappointed that the long-gestating Ghostbusters 3, hyped by Ramis and Aykroyd for years, never came to fruition. Others thought it troubling how a new Ghostbusters film was given the greenlight so soon after Ramis passed on.
But even with all that said, many just hated that the cast was entirely female. An entire cottage industry of outrage Youtubers sprang up solely to criticize how the Ghostbusters reboot stared women. It's entirely absurd and hyperbolic, especially given how the film ultimately turned out.
The reboot of Ghostbusters wasn't as bad as many made it out to be. Granted, it wasn't particularly good either, but, especially in hindsight, after months of fans raging about the film, the end product is a surprisingly unimpressive, somewhat bland film. It's hardly as bad as Highlander 2 or Batman & Robin, yet a subset of outspoken fans seemed certain it would be the single worst film ever produced. It ultimately ended up being an over-budgeted, dull film that left very little impression on general audiences.
But the film did fail to make a profit, due in part to two core factors: the film cost way too much to produce, and audiences didn't really connect with Ghostbusters in 2016. Or, at least, audiences didn't care about this interpretation of the group. Some were legitimately angry about the changes made to the franchise they loved, while other people who didn't grow up with Ghostbusters didn't see what the big deal was about it.
The trailer for Ghostbusters: Afterlife is tailor suited to appeal to these two demographics. Those who hated that the reboot exists can find solace in the fact that this film does exist as a continuation of the old narrative, while those who have no idea what Ghostbusters is are told "Look, this thing we're hyping is a big deal. You need to be psyched. Go watch the old Ghostbusters films before watching this." It's a terrific marketing strategy in theory, but there are issues with it.
Glorification of Trash
The Ghostbusters aren't superheroes, they're exterminators. From their cheap-looking uniforms to incredibly dangerous equipment, the team in the original film and its sequel are never given any reverence. Even after they save the world from Zuul, they can barely get jobs entertaining children at parties. Their base is a condemned building they fixed up. Their car is cheap. They went into debt just to open up shop. They're not the heroes of old the new trailer makes them out to be.
It's safe to assume, the film will probably acknowledge this properly. All the equipment looks like it's in disrepair, after all. It gets dumped in the middle of nowhere. Some of it acting up is enough to cause an earthquake, indicating that, despite Venkmen's dismissal of Walter Peck's concern, yes, this equipment malfunctioning can cause an environmental crisis.
Yet the unveiling of this equipment appears to be on par with the unveiling of Excalibur. It's as if the filmmakers are trying so desperately to make audiences care about this thing that they end up overcompensating, thus overshadowing the real appeal of the Ghostbusters: the comedy. This is a trailer for a comedy film without any laughs. It is designed to sell you on what the film represents in the history of the franchise, rather than sell you on a film that will make you chuckle.
Compare this to the trailer of the original Ghostbusters, which immediately presented the film for the ridiculous, wonderful gag it was. It featured every facet of the film that ultimately earned its place atop the pop culture totem pole. It balanced humor and horror, presenting everything with a sense of irreverence and irony.
The trailer for Ghostbusters: Afterlife is a good step forward, but it shouldn't be the sole direction the marketing takes from here on out. Hopefully, now that audiences appear on-board, the next trailers can prove to audiences that this upcoming film not only respects the original franchise's legacy but can also make everyone laugh.
Ghostbusters: Afterlife is directed by Jason Reitman, who also co-wrote the film with Gil Kenan. Starring Finn Wolfhard, Carrie Coon, Paul Rudd and Mckenna Grace, the film arrives in theaters July 10, 2020.