A trailer (also known as a movie preview, coming attraction or attraction video) is an advertisement for a film that shows before the main feature at a theater/cinema. In addition to promoting the film, trailers are also used to promote TV series and sometimes music videos.
A good trailer presents a small taste of the film, while not spoiling major plot points. It also reflects the kind of movie it’s advertising — a moody art house film might focus on the artful visuals, while a thriller might highlight its most gripping scenes. Action films often emphasize stunts and explosions.
The trailer is a marketing tool, designed to convince viewers that the film will be worth their time and money, and to build up excitement for its release. As with any type of advertising, there are some rules to follow in making a trailer:
1. Show the most unforgettable scenes. Great trailers tell a riveting story that gets the audience emotionally invested, and one of the most effective ways to do this is by using a three-act structure: the beginning should introduce the characters and setting; the middle should heighten the conflict; and the end should culminate in a big reveal. When putting together the structure of your trailer, it’s helpful to have storyboards of your scenes to guide you through the edit.
2. Use the right voice over. Traditionally, trailers have featured a deep-voiced narrator intoning the film’s premise and name-checking its cast. But with the rise of YouTube and social media, a more informal, off-the-cuff approach is becoming commonplace. While the narrator might still be present, a more casual voice can add a sense of authenticity that’s appealing to younger audiences.
3. Emphasize the talent. A cast run, a list of the main actors appearing in the film, is often included at the end of the trailer, especially if it features well-known stars or directors who might draw in an audience. Likewise, if the film’s producers are well-known or have produced other hits in the past, they might get a mention too.
4. Lying in a trailer can be fun and effective. It’s not uncommon for a movie to be recut to falsely represent its genre, à la The Shining as a family-friendly romantic comedy. This is a form of trailer editing that’s becoming increasingly popular, as it gives editors the freedom to be more creative and to push boundaries with their cuts.
5. Use special effects and music to create a unique soundscape. A trailer’s soundtrack can make or break its impact, and a well-chosen score can help audiences to connect with the film’s characters and settings. One of the most famous trailer composers is John Beal, who has provided the music for countless iconic movie trailers including Star Wars, Forrest Gump, Titanic and Aladdin.
A trailer’s job is to sell a film, but it’s also an opportunity for filmmakers to showcase their creative vision and craft. Whether it’s by using a distinctive visual style, incorporating music or utilizing cutting-edge editing techniques, a good trailer can be as much of a work of art as the film it’s promoting.