Clip art: Film trailer points to the future

Los Angeles – Comic book-inspired film Scott Pilgrim vs. the World combines old and new media in its interactive trailer. Viewers don’t just watch the advertisement – they play it.

Inspired by retro arcade games, the trailer conceals clues and extra content – including behind-the-scenes trivia, director’s comments and additional videos – that users can click on to unlock. The graphics and sound effects mimic cult classic 8-bit video games of the 1980s, but build in 21st-century internet savvy to create addictive advertising that entices fans to keep playing to improve their score.

Like the online game Sony Pictures created for its thriller film Salt, the Scott Pilgrim trailer points to a future of increasingly inventive campaigns that cleverly harness the powers of the socially networked internet.

Look out for our forthcoming trend report on New Media Landscapes, part of our Autumn 2010 Trend Briefing.