A trailer is a short film or other media clip used to market a feature film. The trailer piques interest in the film and draws audiences to the theater to see it. A successful trailer reveals just enough of the story to draw viewers in, while also leaving them wanting more. The trailer may also serve as a promotional tool to attract potential investors to the project. It may contain clips from the film that highlight its main characters or plot points, and it usually contains music and SFX. It may also include quotes from critics and other reviews. The logo of the distributor or production company may also be included in the trailer, but it shouldn’t be one of the first things on screen.
The first step to creating a trailer is collecting footage for it. For smaller budget projects, this can mean only a few key scenes that work well together. For larger-budget films, it may involve filming a large amount of footage that can be edited down to the final trailer. This is often done by using a rough cut that allows the filmmaker to hone in on the most effective parts of the movie.
Once the footage is collected, it is important to find a musical track and a backing story for the trailer. This is where the trailer gets its “song” and is often what distinguishes it from other types of films. Adding in a dramatic or comedic lyrical element helps set the tone of the trailer, and it is important that the editor stays true to this throughout the editing process. A trailer that tries to do too much can become disjointed and lose its effectiveness.
Another key aspect of a trailer is the editing style and pace. In the past, trailers were a bit slower and more traditional, with the intent of building suspense. Contemporary trailers tend to be a bit more frantic and fast-paced, in an attempt to catch the audience’s attention. They still use a basic three-act structure, however, with the establishment of characters, conflict or complications, and then the rising stakes and cliffhanger ending.
In addition to the editing style and pace, it is important that a trailer sticks to its tone throughout the editing process. This is where many trailers fall short, as they try to capture too much of a variety of tones and end up with an incoherent film. For example, the montage editing that works well for an action film epic might not work as well for a comedy where the humor has to be more subtle.
A trailer is also usually a great place to add in the names of the actors and directors, as it provides social proof that the film is legitimate and worth checking out. In addition, a good trailer should always include a press quote or two from a respected source. This can help the film to feel like a known quantity and can be the difference between someone seeing the trailer for the first time or having it recommended to them by a friend.