A trailer is a wheeled vehicle that can’t move on its own but must be pulled by another larger vehicle, typically a car or truck. More broadly, a trailer can also refer to a movie preview or advertisement that theaters show before a film showing. Trailers are the first, and perhaps only, contact that moviegoers will have with a film. As such, it’s crucial that they leave a positive impression.
But making a great trailer isn’t easy. The typical runtime for a trailer is under two minutes, which means that filmmakers must convey the main story of the movie while giving audiences an idea of what to expect in terms of action, drama, and suspense. And all of this must be done in a way that’s entertaining, intriguing, and compelling.
Fortunately, there are a number of proven techniques that can help to make a trailer more effective. These include using music to set the tone, splicing together different scenes to create a montage that tells a story in an appealing way, and employing editing techniques to control the pace. In addition, it’s important to clearly state what the film is about, introduce viewers to its main characters, and set up the central conflict that will ultimately drive the plot forward. Moreover, the best trailers will zig where the film zags, leaving viewers wanting more and anticipating how the main protagonists will overcome the obstacles they’ll face.
A good trailer will also highlight the film’s cast and crew. A “cast run” is a list of the film’s main actors, along with any big-name directors, producers, or writers whose presence could potentially draw in an audience. And the final act of a trailer often includes a climax where the main character faces a difficult choice that will have profound consequences for their personal or professional life.
In addition to these elements, a successful trailer will use visual effects to add drama and a sense of urgency. These can be as simple as adding sound effects to scene transitions, using quick cuts to emphasize key moments, and syncing music cues to certain dramatic moments.
Finally, a good trailer will incorporate social proof. It’s no secret that recommendations from friends and family are the most powerful selling points, but a film that can earn the seal of approval from a well-respected publication can also have a major impact. This is why so many filmmakers include press quotes on their posters and trailers — it’s an instant confidence boost for viewers who want to see your film.
A trailer is the Voyager spacecraft of a film — it’s the one chance that you have to convince viewers that your movie is worth their time and money. So take care and thought with the process, and make your trailer the kind of thing that you would want to watch yourself.