It was December of 1998, and “Star Trek: Insurrection” just opened in movie theaters everywhere. At the time, I was a student at UC Irvine, and I had just wrapped up the last of my finals in the first quarter. To say that I was relieved was an understatement as I was minoring in English and made the mistake of taking three classes which left me with a boatload of reading and not nearly enough time to have a life outside of school. Once I was done, I didn’t even hesitate to celebrate, and I drove straight out to the Irvine Spectrum Center where “Star Trek: Insurrection” was playing.
But while the theater was filled with many people ready to boldly go with the crew of the starship Enterprise to where no one has gone before, the one thing foremost on our minds was if “Insurrection” would be preceded by the just released trailer for “Star Wars Episode I: The Phantom Menace.” It had been almost 16 years since “Return of the Jedi” came out, and now that a new “Star Wars” movie was on the horizon, it felt to many like the second coming of Christ.
As the lights went down, I could feel everyone around me holding their breath in anticipation and praying that the first movie trailer shown would be for “The Phantom Menace.” Sure enough, once we got past “the following preview has been approved for ALL AUDIENCES by the Motion Picture Association of America” title card, we were thrust into outer space and shown what looked to be the wreckage of the last Death Star. As the camera zoomed in on the chair where Emperor Palpatine once sat, the audience got super excited and started to cheer as they were convinced the first look at the next “Star Wars” movie was about to be unveiled. Instead, the chair turned around to reveal Michael Myers as Dr. Evil who, while holding Mr. Bigglesworth, said, “You were expecting somebody else?”
It was a brilliant move on the part of Myers, director Jay Roach and New Line Cinema to promote “Austin Powers: The Spy Who Shagged Me” in this way as it played on what we know about “Star Wars” and exploited it to great effect. Once we realized what was actually being promoted, we all responded enthusiastically as Myers danced with abandon as the title character and sported those glasses and the inescapably large teeth he had. Yay baby indeed!
I also loved it when the trailer’s narrator said the following:
“If you see only one movie this summer, see ‘Star Wars.’”
You have to admire New Line Cinema for admitting this as even they had to admit there was no way this long-awaited sequel was going to beat “The Phantom Menace” at the box office. Instead, they presented it as an underdog to where it was kindly asking audiences to give it a look after they watched the latest “Star Wars” movie for a second time. Hollywood and the studios which inhabit it are always out to promise audiences how this movie is a must-see, and yet here this particular studio, which has since been absorbed by Warner Brothers, admitted this one was not going to use the force the same way Lucasfilm was going to, and it worked to the advantage of this “Austin Powers” adventure.
This is one of those movie trailers, let alone teaser trailers, which has stayed with me after so many years. I still remember the great feeling and humorous effect it had on me and the rest of the audience. As a result, it has long since earned its place on my list of the greatest movie trailers ever made.
We did eventually get to see the first “Phantom Menace” trailer before “Star Trek: Insurrection” began, but while the audience gave it a thunderous response, there was no forgetting the mark Mr. Powers left on us beforehand.