Film trailers are a powerful cinematic art form, used to sell movies and build anticipation for them in a very short space of time. The montage of cool visuals, a catchy soundtrack and a line up of actors can create an aesthetic that goes well beyond the boundaries of the screen and is used in a variety of external mediums and cultural spheres.
The term “trailer” has been around for over a century as the form has evolved to suit its function as an advertising tool. The term has also been applied to other types of promotional film, such as teasers, posters and television spots. Since the early 1990s, with the maturation of video marketing, the trailer has become a universally recognized form that can be applied to promote any kind of movie or television show, from TV shows and video games to live musical events and theatrical performances.
In the United States there are dozens of companies, many in Los Angeles and New York City, that specialize in creating trailers. These trailer editors may work on a film while it is still in production, often splicing together rushes or dailies and cutting footage to create the trailer. The edited film does not exist at this point, and so the trailer may contain scenes that aren’t in the final film or use different takes of a shot. The process of constructing the trailer is collaborative, and there may be disagreements over how to best represent the film or what elements are most important to highlight.
A well constructed trailer has a clear narrative structure and a compelling visual language. It is usually composed of key moments from the film, but can also contain scenes that have been cut from the film. This can be done for creative or commercial reasons. It is common for trailers to start with a high-energy scene, like a chase or explosion, to grab the audience’s attention and set the tone for the rest of the footage. Similarly, they will often end on a high-energy scene to leave the audience wanting more.
In some cases, the trailer will include a voice-over to introduce the premise of the film. This is particularly common with action and thriller films, but can be seen in a wide variety of genres. The voice over can be used to evoke specific emotions, such as anger or fear, and to give the audience a sense of the film’s tone. It can also be used to convey a character’s motivation or provide context. Some trailers have even repurposed the Hollywood voice over cliches, such as “Colossal!” or “Stupendous!” for satirical effect.
In addition to using a narrative language, the trailer can also create an aesthetic through its editing style. This can be achieved by using a variety of techniques, including fast cuts and juxtaposing scenes that are stylistically similar. Other editing tricks include shifting the order of shots to make them more interesting or using music that isn’t in the film to hit an emotional beat. These techniques are used to elicit an emotional response from the audience, which is the most critical goal of a trailer.