Paramount is doing something very weird with the marketing of this film, and to a certain extent, the previous film. They are failing to utilize the most potent signature of the entire brand: the theme.

The best trailer of the entire series was the trailer for the third installment, which embraced the theme and gave the whole enterprise a very classic, Bond-esque, feel. In fact, I would bet that if you played the MI theme (without corresponding imagery) to a random group, at least half would identify it as the 007 music. And that is a billion dollar franchise. If you can attach your brand to the affection the Bond franchise has managed to re-invigorate, you do it.

If you listen carefuly to the MI-esque musical flourish at the end, you can hear that ii is very specifically designed to recall the MI theme, but is definitely NOT the MI theme. I don\’t know whether Paramount is trying to save money on the music rights or what the deal is, but they are insane to not include that music prominently in the marketing. Tom Cruise is getting up there. They will need to replace him eventually. And that theme is the bridge they will need to transition the brand to the next actor playing Ethan Hunt. Saving pennies on music licensing or turning the Mission Impossible brand into the Tom Cruise Show are both shortsighted decisions that Paramount (which is slowly shrinking into an off brand, mini major studio anyway) will come to regret.