Beauty and the Beast’s New TV Spot is 30 Seconds Long and is Still Great

During last night’s Golden Globes, Disney aired a fresh Beauty and the Beast TV spot, which features Emma Watson singing, and it was magnifique.

Say what you want about the fact that Disney has started mining its classic animated movies for new live-action material. Although the films aren’t necessarily the most original things around, it’s tough to deny that the remakes don’t have a certain degree of style. For example, Beauty and the Beast will hit theaters in just a few months, and now that the new year has arrived, it’s time to really start marketing the movie.

As a result, Disney released a new 30-second TV spot and aired it during the Golden Globes last night. Since the awards show didn’t have to compete with silly things like playoff football, it actually pulled off some great ratings in the preliminary numbers. (In other words, good job, Disney!)

You can watch the spot below:

Do our ears detect notes of Emma Watson actually singing lyrics from “Belle”? (Technically speaking, she’s singing from the reprise.) Why yes, they do. Naturally, her singing about wanting an adventure and more than others have planned is also set to her initial experiences in the Beast’s castle.

Can anyone say “dramatic irony”? At this point, the movie’s story has become so well-known that it really is a factor at this point. While Belle stands on the hill and sings about why there has to be more than this provincial life or about her desire for an adventure, we all know that she’ll be getting exactly what she wished for in about an hour, perhaps less. Disney also appears to know this, based on the above spot.

Here’s to hoping that Disney still manages to also subvert some expectations about this movie and give us a great big something there that wasn’t there before.

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Beauty and the Beast waltzes into theaters on Mar. 17.