A trailer is a short promotional film designed to promote the upcoming release of a feature-length movie. It is a highly condensed version of the full movie that is used to attract audiences to the theater or cinema, and is also a powerful marketing tool for TV shows, video games, concerts, and books. Trailers are created by a large industry that includes producers, directors, screenwriters, and editors.
Whether it’s a small-budget independent or a massive franchise project, every second of the final trailer is scrutinized with surgical precision. Every single shot is watched and assessed by picky sponsors and ravenous franchise fans. The same storytelling elements that engage audiences in films and television shows must be present in a trailer, or it will fail miserably.
It’s not easy to create a trailer that sells the full film, but there are some key elements that every well-made trailer must contain. A pulsating soundtrack and impactful sound design are two of the most essential elements to any successful trailer. A perfectly timed bass drop can send shivers down spines, and an ominous whisper can prickle the hair on the back of your neck. These subtle, yet effective audio cues elevate a trailer’s overall impact and help to deliver a story that resonates with the viewer.
Many trailers are based on actual footage from the film they are promoting, but some are constructed entirely from stock footage and visual effects. If the filmmakers choose to use stock footage, it is typically used sparingly and with purpose. The key to making a great trailer is to have as much original, high-quality footage to work with as possible, and to then be smart about how it’s used.
The pacing of a trailer is another crucial element. Most follow a three-act structure similar to the format of short films and features, but they are condensed in order to be effective as trailers. The opening scene of the trailer is called the cold open, and it usually introduces the main character or characters in a dramatic or exciting manner. A turning point or conflict is typically included, and the trailer must end before the resolution arrives.
Most trailers include a cast rundown near the end, as well as a studio production logo and a list of principal actors. If the director is well-known or has made other popular movies, they might be given prominent billing as well.
Creating a trailer is hard, even for professional filmmakers. For lower-budget production companies and independent filmmakers, the process can be even more challenging, as often times these projects have not even been filmed yet when a trailer is being produced. Regardless, these lower-budget films must still create trailers that generate buzz and draw attention to their film.
As the popularity of trailers continues to grow, more and more people are interested in learning how to make their own. With various software programs such as iMovie, Apple Final Cut Pro, Adobe Premiere, and Avid Media Composer available, the possibilities are nearly endless. However, the tools are just a starting point; it’s the creativity and initial film footage that will ultimately determine how effective a trailer is.