We will admit we are waiting for the fairy tale connection to become more apparent with this movie, although we're certain it is there, even if only by way of folklore.
Perhaps it's because we haven't been keeping close tabs on the development but the trailer, as awesome as it looks for a fantasy movie, doesn't have that same Harry Potter vibe. It seems more related to Jonathan Strange and Mr. Norrell, with the time period adding to that impression. The main issue, as far as we can deduce, is that the aspect of a child in the real world discovering and coming to terms with the magical one, isn't there. Neither is that personal journey of a child searching for where they belong.
That doesn't mean the trailer isn't, well "fantastic":
Since it's been quite some time since posting on this movie, we thought we'd include a nicely laid out article from Entertainment Weekly. We adore the illustrated border and illuminated lettering. (Click on each page to view full size - they're quite large.)