Toy company Hasbro has learned an important lesson after nurturing their property Transformers into a billion dollar franchise: if it ain’t broken, don’t fix it. Especially when you’re talking about toys.
The third spot for their latest effort, Battleship, continues the trends established in the purposefully-cacophonous debut trailer and their follow up, that put the “From the Company That Brought You Transformers” front and center. Even with their high profile cast—including John Carter star Taylor Kitsch, Rihanna, Brooklyn Decker, Alexander Skarsgard and Liam Neeson—the focus here is all about the alien invaders, the destruction, the explosions, the battleships. An actor line-up that could quite literally be listed under “gorgeous” in the dictionary and the selling point is the epic battles and brain-melting special effects. That’s knowing your audience and owning the concept.
Battleship sails into theaters May 18, 2012, and while it may not break out Kitsch as a reliable action hero, or convince us that Rihanna has Whitney Houston-level crossover potential, it should deliver those who indulge in its ludicrous chaos a solid two-hours of popcorn munching bliss.