A trailer is the short promotional film or video that teases a bigger movie, tv show, or unscripted project. It’s a key element in film marketing that helps to generate buzz, entertain crowds, and attract audience attention. It’s also no easy feat to make a great trailer, as it requires all of the same storytelling elements that engage audiences in films and TV shows. And since everything about a trailer is under scrutiny by audiences, even the smallest details must be perfect.
A well-crafted trailer can be the difference between getting your project made and going bust. For that reason, it’s worth the extra time and expense to get your trailer right the first time. A trailer should be a clear and concise summary of the film or TV show, enticing viewers to want to see it. It should provide a sense of the tone and style of the film, as well as the characters and setting.
The first step in making a trailer is to choose a scene from your film or TV show that represents what the viewer will experience in the main story. This scene is often referred to as the “inciting incident.” Then, select a scene that will set up the central conflict. Finally, end with a cliffhanger that leaves the viewer wanting more.
Traditionally, movie trailers are played before feature films. The first trailer ever recorded was a one-minute spot for a 1912 Broadway show called The Pleasure Seekers, which used cut up scenes from the production’s rehearsals. Eventually, movie studios began producing their own trailers in order to promote their movies. The early ones were rudimentary and basic, with actual clips from the movie overlaid with dramatic text and big-name stars to draw in viewers.
As the art of trailers became more sophisticated, they became increasingly complex and often mirrored the three-act structure of the film they were promoting. A successful trailer must introduce the audience to the main character, set up the central conflict, and then raise the stakes and leave the audience in suspense. This basic structure works for movies of all genres and can be applied to unscripted projects as well.
If you are making a trailer for an unscripted project, then you must employ a different strategy. Instead of using a single scene from your film, you will use a combination of interviews, documentary-style footage, and archival material to convey the story.
Once the finished trailer is complete, it’s usually uploaded to YouTube and Vimeo for distribution. Both of these sites offer high-quality playback and are the best options for sharing online. You can also use it to drive traffic to your website or online fundraising campaign.
In addition to sharing your trailer through social media, you can also use it to encourage people to attend screenings or sign up for your mailing list. This is especially effective on Facebook, where the call-to-action button allows you to link directly to your trailer.