A trailer is a short clip of a film or television show that’s used to market the feature. Many trailers are high-energy, featuring fast-paced action or humor that grabs audiences’ attention and builds to a climax. Others are more meditative and focus on the drama or romance of a story. Still others use a combination of visuals and music to sell viewers on the film.
A film studio will usually produce two or three trailers for a movie, each tailored to different platforms and audiences. Some trailers are short and ad-supported, while others run for up to two minutes. Trailers for blockbuster films are often released eight or more months before the film’s release date.
As a result, trailers for movies in development are often less polished than the finished product. Sometimes a trailer will feature shots that were later discarded or re-shot, or VFX work may be incomplete. This is especially common for films that are shot on location or on a large set and then digitally enhanced in post-production.
Trailers are a key part of the marketing process, and many have become iconic in their own right. Some, like the Superman/Batman montage, are considered the pinnacle of cinematic editing. Some have even become viral hits. In the past, some trailers featured iconic narrator voices such as the man from The Goonies, but that style seems to have gone the way of the VHS.
The premise of a film is often communicated in the opening scenes of a trailer, and some are built around the character’s journey. For example, a movie about a woman’s struggle to balance family and career might open with her on an airplane about to take off for a business trip.
Some trailers use genre as a selling point, drawing in fans of a particular kind of film by showing them lots of explosions and fighting. Others rely on star power to persuade audiences. One of the most controversial examples of this occurred when a Barbie trailer featuring actress Adria Arjona was taken down by a US court over allegations of misleading consumers.
A key challenge for trailers is balancing the need to give away plot details with keeping the audience interested. The trailers of popular movies typically follow a three act structure: a dramatic opening, a more contemplative middle and then a dramatic climax that’s usually accompanied by an emotional piece of “signature” music.
A well-written trailer relies on both dialogue and imagery to sell the film. Using dialogue can be risky, but if it’s done correctly it can help to establish the tone and characters of a film. A good trailer will also include a cast run and cool visuals to keep viewers engaged. It’s important to choose the best trailer for your project, so be sure to consider all your options before committing to a particular trailer production company. From dump trailers to pintle hook trailers, there are a variety of options available to fit your needs.