Trailers are cut and edited to fit a short time span to tell a story, set up the character, and build some sort of anticipation. Most of these trailers are just a montage of short clips, but Fox has decided to go an unconventional route with Ang Lee’s adaptation of Life of Pi. Rather than have those montage of clips, the studio has decided to show full-length clips from the film. According to the report there will be more clips that are attached to showings of Ice Age: Continental Drift and Abraham Lincoln: Vampire Hunter.

According to the New York Times, these clips will appear in front of the showings for Prometheus. Not only that, but they will be presented in 3D. It should be interesting to see what kind of footage we will be seeing from Lee’s latest directorial effort. Hopefully these clips are compelling enough to get audiences excited to see Life of Pi, which will open in theaters this November.

This isn’t the first time the studio has taken this approach to promote a film. Fox previously screened 15-minute clips for James Cameron’s Avatar months before its initial release. Based on those reactions, Avatar went on to become the highest grossing film of all time and won a couple of film awards as well. It’s way too early to tell if Life of Pi can do the same, but I am still very interested to see how Lee implements the 3D technology into the adaptation.

[Source: NY Times]