Whether it’s building buzz for an unfinished film or announcing the latest blockbuster, a movie trailer can be an effective tool. But creating one that’s both informative and entertaining is a tall order. The same storytelling elements that engage audiences in films and shows need to hit their marks in trailers, as each split second is watched under a microscope. The best trailers can become cultural touchstones in their own right, from Ridley Scott’s bone-to-spaceship cut in “Alien” to the rotating hallway of “Inception.”
Movie trailers are a powerful marketing tool that influence audience behavior well beyond their brief runtime. They use various psychological tactics to shape viewer expectations and build suspense.
The first trailer was filmed in 1913, when Nils Granlund, an advertising manager for Marcus Loew theaters, spliced together rehearsal footage from a Broadway play called The Pleasure Seekers into a short promotional montage that trailed after movies at his theaters. It was a sensation, and the trailer industry was born.
In the early days, studios and theaters produced their own trailers, but with the rise of auteur filmmakers like Alfred Hitchcock and Stanley Kubrick in the 1960s, movie trailers entered an era of professionalism and creative experimentation. A new breed of film editors and trailer directors emerged who could tell a story in just a few minutes, often relying on visuals to create the emotional impact that a feature-length movie might require.
Trailers today are crafted for multiple platforms and audience demographics. A teaser for hardcore fans might lean into cryptic symbolism, while a family-friendly trailer might rely on heartwarming moments. But they all share the same goal – to whet the appetite for the full movie.
In addition to carefully selecting and editing key scenes and dialogues, trailer editors craft an overarching narrative arc in just a few minutes. This structure is called a three-act arc, and it’s important to ensure that the trailer delivers on all fronts: introducing the protagonists, setting up the conflict or turning point, and then revealing the resolution.
Trailers rely on a variety of tools to communicate tone and emotion, but nothing packs as much punch as a perfect soundtrack. Music can set the mood in a split-second, and trailer composers are often the unsung heroes of the industry. A perfectly-timed bass drop can send shivers down the spine, while an ominous whisper can make the hairs on your neck stand up.
Most trailers conclude with a “billing block,” a list of the principal cast and crew that appears on-screen at the beginning (or end) of the trailer. Usually, this is the same list that appears on posters and print publicity materials. In some cases, the director and/or producer of a film also appear in the billing block. This is known as top-billing and can help entice viewers to check out the full film.