Film producers spend millions of dollars to develop films that they hope will turn a profit when they are released into theaters and on home video. To do that, they must convince audiences to buy tickets and merchandise. Trailers are one of the most important tools in a studio’s marketing arsenal. The best ones manage to tell an engaging story about the film while remaining mysterious and rousing interest, and leaving viewers wanting more. They also establish the film’s genre, ensuring that it will grab the attention of audiences who like to see movies of that type.
Most trailers follow a three-act structure similar to a feature film. Act one lays out the premise of the film, act two builds the tension, and act three provides a climax. A montage of powerful or emotional moments from the film often concludes the trailer. A strong piece of signature music is used to build up the climax as well, usually a famous song or sweeping orchestral score.
A great deal of thought and planning goes into creating a trailer. Many trailers are recut multiple times to fine-tune the final product, and many trailer editors have dedicated themselves to creating these pieces of film art. In the United States, dozens of companies exist that specialize in producing trailers. They work on the raw footage from a full-length film, sometimes from dailies or rushes that have not been edited yet. This can lead to discrepancies between the finished trailer and the edited film, as the editor may have chosen different takes or angles for certain shots.
Some trailers use voice-over narration to help set up the premise of the film and explain the action. This is especially common for sci-fi films or blockbuster releases. The trailer for Alien, for example, relies heavily on sound effects to create an intense, frightening atmosphere. The risers and roar of the monster are used to convey an unsettling world that audiences will enter when they watch the movie.
The pacing of a trailer is also incredibly important. Too slow, and it can become boring; too fast, and viewers might lose interest. The trailer’s editing style is often influenced by the genre of the film itself, with dramatic and suspenseful thrillers featuring quick cuts and fast-paced music.
Trailers are also used to market a film’s star or stars, and the most successful ones highlight their most compelling qualities. A dazzling performance by an actor can make a viewer excited to see the film, even if it is not a genre they normally enjoy.
In the digital age, data is king and many studios have begun using AI to analyze search trends and other data to tailor their trailer release strategies. In addition, YouTube has become a new sandbox where editors can recut and remix film trailers to achieve interesting and unique results.
Despite the fact that they can be tedious, trailers are essential to a movie’s success, and with the right approach they can engage, enthrall, and entice audiences to purchase tickets and merchandise. With a combination of talent, mastery of sound effects and music, judicious use of graphics, and the proper choice of voice-overs (if used at all), it is possible to produce a trailer that elevates a film above the average.