In 1998, Jim Carrey was at the height of his comedic career. He’d recently attempted dark comedy, with The Cable Guy, but no one really understood it (I like to think that, in the years since, people have grown to appreciate that movie.) Reality TV had really just begun to take over the airwaves, and while the little seen but phenomenal Gattaca had been released a year prior, the idea behind The Truman Show was still relatively fresh and inspired (Andrew Niccol was responsible for the screenplay to both films).
All of which is to say: The Truman Show wasn’t a particularly easy sell — the marketing team had to find a way to appeal to Jim Carrey’s Ace Ventura fans, as well as more mature audiences interested in something of an indie concept at the time (it would get the big studio treatment the next year in EDTv). And that they managed to do so owes a lot to the remarkable trailer for The Truman Show. It sold the concept, but it contained just enough of Jim Carrey’s facial tics to get his audience into the door. And while a few went away from the movie disappointed that Carrey didn’t talk with his ass, there were a lot more that left impressed with Carrey, the dramatic actor.