A trailer is a short film used to promote and advertise an upcoming movie. A great trailer can entice viewers to see the full-length film by using psychological techniques to sell the story. It can be a daunting task for filmmakers to create a captivating trailer. However, with a little knowledge about marketing, editing, music, sound and visual effects it is possible to create a trailer that will convert viewers into eager patrons lining up for opening night.
A great trailer will showcase the best moments from a film, while keeping the plot under wraps. It will also use a sense of mystery to draw the viewer in and make them want to see how the story resolves itself. It is a fine line to walk, but with the right talent, top quality actors and careful planning it can be done.
The origin of a trailer can be traced back to 1913 when Nils Granlund, an advertising manager at Marcus Loew theaters, spliced together rehearsal footage from a Broadway play into a film trailer that was shown before feature films at the theater. This experiment spawned the film trailer industry, which was initially operated by the movie theater chains and the studios themselves.
Early film trailers divulged minimal plot details, relying instead on posed questions to pique audience interest. Modern trailers, on the other hand, provide more substantial plot elements, unveiling up to two-thirds of the narrative arc. This is effective in creating empathy with the characters and generating curiosity as to how the conflict will be resolved. The best trailers also skillfully zig where the actual film will zag, making the ending all the more satisfying when it arrives.
Star power is another crucial element in a successful film trailer. Whether a well-known actor or director is the face of the movie, their presence will help to draw in audiences. It is not always necessary to showcase the actor in a prominent role, but having them present at all will lend credibility and authority to the film.
Music is a powerful tool in a trailer, helping to set the mood and pace of the film. It can be anything from a catchy pop song to an epic orchestral piece. An excellent soundtrack can make or break a trailer, and the right choice can be just as effective as a sexy car chase scene or an explosion.
Lastly, the trailer will typically include a cast run and a slew of visual cgi shots to showcase the action and special effects. This is especially important for a big budget movie, as it will demonstrate that the film has an impressive scope and that it is not just another run of the mill Hollywood blockbuster. Including press quotes can also increase the perceived legitimacy of a film, as it will show that reputable publications endorse it and recommend it to readers. These social proofs can have a strong impact on the viewer and can tip the scale in favor of seeing a film that they might not otherwise consider.