A trailer is a short film clip that teases viewers about what to expect from the full movie. This film marketing tool is a powerful way to promote your production and build excitement for its release. A well-crafted trailer is an essential part of any filmmaking strategy, and it is often one of the first elements a filmmaker releases to the public.
Whether you’re creating a documentary, drama, horror film, or an action adventure, the trailer is an opportunity to show audiences how your work will make them feel. A trailer can be as dramatic, humorous, or eerie as you wish and should reflect the tone of your final product. It’s also a great chance to introduce your main characters, set the story in time and place, and establish genre.
The Trailer
Originally created to promote theater films, the trailer is one of the most effective ways to generate interest and buzz for your project. In addition to providing a glimpse of the film’s plot, it also provides an opportunity to showcase your film’s actors, locations, and special effects. The trailer’s first impression heavily influences the decision to see the film, so it is important to craft a strong opening scene. The opening scene in a trailer is called the “inciting incident,” and it is the moment that propels the audience into the story.
Plot Essence
While a trailer shouldn’t reveal the entire plot of the film, it should give audiences enough information to entice them into watching the full movie. This can be accomplished through a combination of visuals, dialogue, or on-screen text. Identifying the film’s central characters early on helps to establish viewer connection and build anticipation. The film’s genre should be established as well, and can be communicated through music, visuals, or on-screen text.
Emotional Contagion
When characters on-screen feel elated, terrified, or heartbroken, our brains automatically mirror those feelings. This is why trailers use emotionally charged scenes to entice audiences. A good trailer will leave audiences wanting to experience those same emotions for themselves in the theater.
Visual Wow Factor
A film trailer is a visual feast, and it is important to use the full scope of your camera’s capabilities. Using slow-motion and tilt-shift lenses, for example, can create a sense of depth. A trailer can also utilize a variety of lighting techniques to capture the right mood.
Bandwagon Effect
Trailers are an effective marketing tool because they tap into human psychology and emotion to drive audience anticipation for the film. A good trailer will use a mix of iconic images, quotes from critics or celebrities, and franchise references to generate excitement for the film.
Once you’ve finished crafting your trailer, it is important to release it on the correct platforms. YouTube is the most popular video platform, but it’s also worth experimenting with Vimeo, which has a smaller audience but higher playback quality. In addition, you should consider distributing your trailer on social media to reach the widest possible audience.