Filmmakers and marketers alike spend a lot of time and energy crafting the perfect trailer for their next big movie. This is because trailers are the first thing potential movie-goers see, and it’s often a huge factor in their decision whether to go see a movie or not. This is especially true of trailers for high-profile films that are part of a franchise. Those trailers are scrutinized with surgical precision by picky movie fans and ravenous franchise fans alike, and any little hiccup will be highlighted for all to see.
But what exactly makes a good trailer? The truth is that every film has its own unique strengths, and creating a successful trailer is all about finding those strengths and showcasing them in the best light possible. For example, if you’re working on a moody art film, that might mean long, lingering shots, whereas if you’re making an action thriller, that could mean cutting quickly and using fast-paced music to convey the intense story you’re telling.
Getting the tone right is also important. This means matching the trailer’s visual style to the tone of the film itself – for example, horror films tend to build their tension slowly, whereas more mainstream action movies will probably ramp up the action much faster and fill the screen with Michael Bay-style chaos. Finally, a good trailer will also contain some kind of resolution. This can be sweet, bittersweet or just plain satisfying, but it needs to hint at the solution without actually spoiling the plot of the full movie.
A quick word on runtime: The trailer should be short enough to grab people’s attention when they’re scrolling through social media, but long enough to keep them interested. This is why the industry standard is around two minutes. If a trailer is going to be longer than that, it should be accompanied by a disclaimer saying that viewers will need to buy a ticket to see the full movie in order to understand the ending.
The final piece of advice for those who are making their own trailer is to remember that it’s a chance to sell your film. So don’t be afraid to be a bit cheeky or quirky if you think it will make your trailer more memorable and appealing. And finally, don’t be afraid to experiment – it might take a few attempts to get the timing and tone just right, but when you do, the results will be worth it.