'The Incredible Burt Wonderstone' Promo Goes Meta

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Warner Bros.

Previous trailers for 'The Incredible Burt Wonderstone' have been fairly traditional, laying out the story of two struggling magicians past their prime (Steve Carell and Steve Buscemi) who compete against a hip Criss Angel type played by Jim Carrey. But this new promo video chooses to go meta, styling itself like a hokey commercial for an actual Las Vegas magic act instead of a movie trailer.

Although some of the fake commercial is just simply repurposed footage from the film (and much of it has appeared in previous trailers), the whole thing works thanks to an intentionally obnoxious voice over, and the amusingly bargain basement editing and effects. There are few places where mouths whispering effusive praise being superimposed over footage feels like a remotely good aesthetic choice, but for a desperate (and cheap) Vegas magic act? We buy it.

'The Incredible Burt Wonderstone' opens on March 15, but it has its world premiere tomorrow night at the 2013 SXSW Film Festival, so expect to start hearing reactions soon.

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