From an indie filmmaker on a tight budget to a Hollywood heavyweight, trailers play a vital role in attracting audiences and driving box office success. Yet, while the technology and tools have evolved, the fundamentals remain unchanged. An impactful trailer catches the audience’s attention, ignites curiosity, and builds anticipation.
Creating an effective trailer is a fine art. Editors must condense a full-length movie into two and a half minutes, communicating vital details such as genre, protagonists, setting, and central conflict. They also must capture a visceral feel for the tone and style of a film. To do so, editors use key visual components including establishing shots, action sequences, and dramatic scenes.
A powerful scene or image serves as the anchor for a trailer, setting its tone and influencing viewer expectations. Oftentimes, these scenes are emotionally charged, evoking feelings of dread, fear, or romance. By showcasing these moments, trailers aim to create an emotional connection with viewers, encouraging them to see the full film.
Using the Bandwagon Effect
Trailers employ a variety of marketing strategies to generate hype and excitement. These include showcasing critic quotes, celebrity names, and franchise references. This strategy leverages the psychological principle of social proof – people follow the crowd. Star Trailers
Star trailers rely on an actor’s established reputation to draw audiences in, even if they don’t delve into the film’s genre or story. Examples of these trailers include “Toy Story” and “Inception.”
Genre Trailers
Genre trailers establish the premise and style of a movie through enticing images and teasing action. The trailer for “Inception” introduces the film’s mind-bending plot and high-stakes action through a series of dazzling, action-packed shots. The trailer for “La La Land” showcases the chemistry between Ryan Gosling and Emma Stone, as well as the film’s musical elements.
In the age of social media, filmmakers can now tap into their audience’s passion and creativity to drive engagement. Trailers can be shared and promoted through memes and challenges, turning viewers into content creators that amplify their reach. Additionally, directors can collaborate with influencers to promote their films and drive audiences to theaters.
In a world where instant fame is possible, trailers must be carefully crafted to stand out. Whether they’re a teaser for an indie film or a major blockbuster, the most impactful trailers are tailored to their specific film and audiences. By applying these insights, filmmakers can make their trailers wrist-grabbing, not wrist-watch-glancing, and build audiences that will eagerly await the film’s release.