I think this trailer establishes two thing that I can reinforce having seen the film, a.) it's not really for kids; b.) it's for critics more than anything, because your average adult in the audience will be wondering why George and Meryl are hyper-literate talking foxes.

Critics will probably eat this up, with the retro feel and, uh, the hyper-literate dialogue. Hence all them crit quotes.

And "hipster d-bags" will probably eat it up as well I guess. Which is fine, it's an OK film.

I mostly agree this trailer is probably more appealing to those who didn't find magic in the first one. I have to say though, the voiceover and whore quotes absolutely suck.

It's taking something that, for better or for worse, is a unique artistic vision and trying to convince people that it's just like every other shitty kids' movie to slither down the sewer pipe. That's not only unfortunate, it's probably also a complete lie.

Oh well. Trailers are for suckers anyway.