One of the few Super Bowl TV spots to be released before the game (almost a week before, in actual fact), the new teaser for Alice Through The Looking Glass played alongside its fellows during the ad breaks.
The Wonderland sequel, with James Bobin taking over from Tim Burton, and finds Mia Wasikowska's Alice heading to a different time in the lives of her friends to help the sort out a particularly tricky problem that has ramifications across the continuum.
Johnny Depp, Helena Bonham Carter, Michael Sheen, Toby Jones, Anne Hathaway and Alan Rickman are all returning, with the addition of Sacha Baron Cohen as the sinister Time. He won't abide being beaten, you know. Also on hand is Rhys Ifans as Zanik Hightopp, the Mad Hatter's father. No such character appears in the original books, but any priority along those lines is a distant memory at this point.
Hitting harder than it otherwise might have thanks to narration this time from the late Rickman, it promises more of the brightly coloured madness that helped earn the original more than $1 billion at the box office.
Alice Through The Looking Glass will be with us on May 27.