Trailers have become a major part of the filmmaking process, not just in terms of marketing the final product but also as a way to get investors on board with your project. They are, in effect, miniature movies and need to take the audience on the same type of journey that a feature film would. This is a tall order in two to three minutes and requires a lot of forethought.
The most important thing is that your trailer has to pique the viewer’s interest and give them enough of an incentive to go see your movie. This is where a good concept, well shot scenes and catchy music can all help. The key is not to give away too much of the movie and leave the viewer wanting more. This is a common mistake that is made all too often and the recent box office bomb Mortal Engines is a perfect example (though Peter Jackson’s producer credit should probably have been a warning sign in the first place).
Another important aspect of a trailer is that it needs to have a consistent tone. While this is something that many filmmakers struggle with, it is a very necessary thing to keep in mind. A trailer that mixes too many different styles can be jarring to the audience and will have them questioning whether or not the movie is right for them. This is especially true when a trailer uses a song or sound effect that is too loud and clashes with the action on screen.
Finally, your trailer should have a clear and strong point of view. This can be a unique and eye-catching style, a cliffhanger ending, a specific character or scene or a combination of all of these. It is important to have a clear point of view in a trailer because it allows the audience to connect with the characters and understand the world that they are in.
In addition to these points, you should use a variety of editing techniques to make your trailer more visually interesting and dynamic. For instance, you should experiment with bookending and intercutting scenes to create a more compelling and interesting edit. You should also try to follow a basic three act structure in your trailer, although it is likely to be a shortened version of the structure used in the full movie. This helps to establish the premise and characters, drives the story forward and then builds tension in anticipation of the climax. This is a standard formula that works and has been proven effective over time.