In its most basic form, a trailer is the attempt by the filmmaker to convince an audience that their film deserves their time (and money). That’s a tall order, particularly in this day and age when there are more films than ever before.
So, in an effort to make their film stand out, many filmmakers turn to gimmicks to try and grab attention. This can include over-the-top editing, crazy sound effects, or a mix of all of the above. While a few of these things can work, it’s important to remember that the best way to hook an audience on a movie is by showing them something they’ve never seen before – a good story with strong characters, a unique premise, cool set pieces/scenes, compelling music or great dialogue.
The trailer for Inception does a good job of this, using the film’s signature visual style and its unique sound design to draw the audience in. For example, the use of a “bwahhh” sound every time the city folds in on itself adds to the tension while making each shot feel grander and more epic.
Another thing that makes this trailer effective is its focus on the main character. While many trailers focus on one or more stars, this trailer focuses primarily on the main character and what drives him to succeed. This gives the trailer a clear goal that the audience can get behind and provides a strong reason to see the film.
A big problem with many modern trailers is their lack of focus on what they’re selling their audience. By attempting to do everything at once – hyping up the stars, giving away key plot points, and showing off as many cool scenes as possible – too many modern trailers end up feeling cookie-cutter and uninspired.
Lastly, the trailer ends on an exciting note. While not as dramatic as the rest of the trailer, the finale gives the audience a sense that they will be blown away by the final product. It also leaves the audience wanting more, which is exactly what you want a trailer to do.