Yesterday, various news outlets shared the newly released clips of a teaser trailer for the actual trailer of The Dark Tower.

You know, that strange fad that seems to have cemented itself in contemporary film promotion techniques. And while we’re all for some juicy shots of Idris Elba and Matthew McConaughey facing off as other-dimensional ‘cowboys’, surely an ordinary announcement that you’re going to drop a trailer would suffice? Or better yet, just drop the trailer, and forget this weird baiting technique.

But hey, what do we know? We don’t sell these films, we just write about them.

Stephen King’s The Dark Tower, the ambitious and expansive story from one of the world’s most celebrated authors, makes its launch to the big screen. The last Gunslinger, Roland Deschain (Idris Elba), has been locked in an eternal battle with Walter O’Dim, also known as the Man in Black (Matthew McConaughey), determined to prevent him from toppling the Dark Tower, which holds the universe together. With the fate of the worlds at stake, good and evil will collide in the ultimate battle as only Roland can defend the Tower from the Man in Black.

The best part of this trailer’s release is perhaps the in-character Twitter riffing that followed between the film’s stars, check out McConaughey’s twitter timeline to see it play out.

The Dark Tower shoots into cinemas August 4th 2017.