In the film industry, the trailer is the first impression that the public has of a new movie. It can be a key element of the marketing campaign for a movie, employing psychological techniques to convert viewers into eager patrons lining up on opening night. An artfully edited trailer combines dialogue, action, and music into a short mini-story that takes audiences on a gripping journey from setup to climax. An effective trailer evokes positive emotions such as excitement, fear, or romance, and arouses anticipation.
The emergence of social media has transformed the trailer into a powerful promotional tool for studios. It is not uncommon for a trailer to garner millions of views on YouTube before it is released in theaters. This has created a new sandbox for editors, who can create teasers and countdowns, and even release footage-less promotions announcing the trailer’s release. Despite the freedom that these new sandboxes provide, trailers are still regulated by the MPAA, the same organization that regulates film ratings.
Historically, trailers were often very brief and used dramatic music and visuals to promote the film. However, as sound films became more popular, the trailer was retooled to include dialogue and more in-depth scene selections. In addition, the emergence of stereophonic sound technology enabled the use of sound effects and dialogue that helped to further engage the audience.
Early trailers divulged few plot details, relying instead on posed questions to pique audience curiosity. Modern trailers, on the other hand, reveal more substantial story elements, revealing up to two-thirds of the narrative arc. This is a delicate balance, as a trailer fails when it gives away too much of the film’s storyline.
A successful trailer has a clear call to action, encouraging the audience to take some sort of further action, such as visiting the film’s website or purchasing tickets. In addition, a trailer should introduce the central characters and provide a sense of who they are. This can be done through dialogue, on-screen text, or visuals. Lastly, a trailer should reveal some aspect of the film’s time and space setting, giving the audience an idea of when and where the movie takes place.
A key element in a trailer is the use of music, as it sets the tone for the movie and helps to convey its overall message. Depending on the genre of the film, different types of music can be used, and some trailers even feature music from the actual film itself to add depth and resonance. In addition, many trailers conclude with a cast run, or a list of the main actors and directors who appear in the film. The purpose of this is to generate buzz for the movie through the bandwagon effect, which leverages people’s tendency to follow the crowd.