Trailer Trasher: Bad Moms is a Lesson in Good Marketing

Movie trailers are a marketing tool aimed at making you want to see the movie. Some movie trailers do that using ambiguity to build intrigue (Star Wars: The Force Awakens). Others like Bad Moms just come right out and say what it is. In this case, Bad Moms is a big, raunchy comedy that’s targeting one really specific group: overworked supermoms.

Mila Kunis plays Amy Mitchell who’s attempting to be a supermom but is mostly failing and failing miserably. She seems to be struggling with everything: the kids, the dog, her workout routine and her job. Finally, at an emergency PTA meeting she snaps; tired of all the mom rules she’s supposed to follow and just plain tired. Kristen Bell and Kathryn Hahn feel the same and since misery loves company they form an all-female wolf pack.

Bad Moms is from the same writers as The Hangover and the trailer feels that way. The Hangover appealed to the male desire for bachelor party debauchery the same way this one is playing to the pent-up frustration of the do-everything mom who wishes she could just let loose. Between the grocery store gorging, the house-party whip-its and the brassiere bashing, letting loose might be an understatement for this trio.


While there’s nothing particularly original in this trailer, there doesn’t have to be. It doesn’t even have to be a good movie. It already has a built-in audience. Take a look at your Facebook feed, how many of your mom friends have already shared the trailer? Marketing 101: know your audience and know how to get its attention. Moms behaving badly are going to do just that.

I can easily see Bad Moms following in the footsteps of Bridesmaids in becoming the big, raunchy comedy hit of the summer and making stars (or at least bigger stars) out of its cast.

Bad Moms also stars Christina Applegate and Jada Pinkett Smith. It opens July 29.

Justin Chechourka
Justin Chechourka
By day, I am the Multimedia Manager for a major infrastructure project. By night, I am a sports loving, pop culture addicted, craft beer swirling, technology enhanced father of 3 small super heroes. I was a TV news producer for nearly 15 years, but I have a passion for writing. It’s a passion that is only matched by what my wife calls my uncanny ability to maintain a brain full of (mostly useless) facts about sports, beer and comic book-based movies & TV.