Originally posted on Variety:
A 90-second trailer for “Maleficent” — Disney’s film starring Angelina Jolie as Sleeping Beauty’s beguiling nemesis — aired during the Grammys on Jan. 26, set to Lana Del Rey’s subversive cover of the classic “Once Upon a Dream.” The trailer has since garnered more than 13 million YouTube views, and, in a promotional tie-in, the song became the fastest downloaded track in Google Play history.
The trailer was conceived by Disney’s senior marketing VP Jackson George, who showed music president Mitchell Leib two versions: one traditional and very “Disney,” says Leib, the other a “moody piece with the song from ‘Sleeping Beauty’ turned into a twisted children’s nursery rhyme — like a horror film.”
Leib loved the latter spot, and envisioned Del Rey performing a polished version of the song. The Grammy-nominated singer — whose haunting “Young and Beautiful” became the signature refrain for last year’s “Great Gatsby” soundtrack —…
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