The narrative of Gone Girl’s trailer admirably echoes that of the film itself. A husband’s wife goes missing and he soon finds himself in the frame for her disappearance. The trailer builds slowly, and subtly makes faster and faster cuts raising your adrenalin levels with it. It does this without giving the plot away. You know he’s implicated but it doesn’t take sides, it doesn’t tell you to trust or disbelieve him. Some trailers wouldn’t have enough confidence in their protagonist to sell him as an ambiguous character. Some trailers would give us more plot, perhaps revealing twists that assert his innocence in an attempt to make him like us more. This trailer trusts our emotional maturity and doesn’t assume that we will only watch films where the main character is a good guy, but believes we can go to the cinema to see an untrustworthy character with an interesting story.