Studio marketing campaigns are an ongoing source of mystery. Yesterday brought the release of what industry jargon terms the "red band trailer" for Abraham Lincoln: Vampire Hunter, a summer blockbuster shot in New Orleans last year and currently scheduled for release on June 22. Red-band means "made for audiences currently assembled to watch an R-rated movie," as opposed to the previously released "green band" trailer that was safe for kids-as if they didn't watch what they want on the Web all day long anyway.

What's surprising here is how much blood, guts, and beheadings can be squeezed into 1:54. Early excerpts of this movie made it look like an almost Tarantino-esque pop-culture mash-up. It appears we swallowed the marketing campaign's phase-one bait. Now it looks like horror all the way.