All-Time Favorite Trailers: ‘Toys’

I still remember watching this particular trailer before Phil Alden Robinson’s highly entertaining comedy caper, “Sneakers.” Most movie trailers do follow a certain formula as marketers are determined to sell their product to the widest audience possible, but every once in a while, we get one which breaks the mold and gives us something different and unforgettable. This came with the teaser trailer for Barry Levinson’s “Toys” which featured Robin Williams improvising in a field which he called the largest studio on the 20th Century Fox lot, and I almost believed him when he said the field was inside one building. Back then, Williams was at the height of his box office powers, and this trailer quickly reminded me of how brilliant a comedian he was.

This trailer essentially has Williams riffing on the various ways this movie could be promoted to the public, and each of them proves to be hilarious even as certain references have long since become dated. And if you didn’t know about the existence of Rosh Hashanah, the Jewish New Year, you certainly did after watching this trailer. And yes, we can agree it is not the right holiday to release this movie, let alone any movie, on.

The only downside of this trailer is it made “Toys” look like a full-on comedy. For those who saw it, however, they can agree it was hard to put Levinson’s movie into one particular genre. In fact, it proved to be one of the most experimental movies released by a major Hollywood studio back in the 1990’s as well as one of the biggest box office flops of that decade. But for those willing to go into “Toys” with an open mind will find it to be strikingly original and one of the most powerful anti-war movies ever. At the very least, you have to love Ferdinando Scarfiotti’s art direction which he spent more than a year working on.

Robin Williams, you are still missed…

Toys movie poster

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