Regular trailers are about as passe as it gets. Interactive trailers? That's what all the cool kids are doing.
Dead Rising 3 is arguably the most interesting 'AAA' title in any of the next generation launch line ups, and Microsoft has created a nifty little interactive trailer to muster up your interest in the game.
It's not as good as some 'interactive' YouTube stuff I've seen. Really it just provides you with a serious of choices and shows you some gameplay footage based on those choices, but it's a helluva lot more interesting than your regular ol' launch trailer. Also — it shows actual gameplay, which is useful.
The idea is that you have to make it some after party. Think of it as a choose your own adventure with YouTube clips.
Dead Rising 3 is an interesting one. On the surface it looks about as current gen as a game could probably look, but the scale of it is massive, which makes it an interesting proposition. It's almost flown under the radar but it's a game I'm excited to experience.