Whether you’re working on a documentary or a feature film, creating a trailer to promote your project is an essential part of the process. This is an opportunity to create buzz and interest around your movie, and it can help secure the funding necessary to make it. But crafting a trailer that tells the full story and engages audiences is no easy task. The same storytelling techniques that work well in films and TV shows have to be adapted for this shorter, more condensed format, and every single element is scrutinized under the microscope.
The most effective trailers use a three act structure similar to that of a feature film. They start by introducing the premise, move to the middle which drives the story forward, and end with the dramatic climax. This usually concludes with a powerful piece of “signature music” that can be used to sell the film to potential viewers. During the editing process, it’s important to keep these three acts in mind.
While a trailer doesn’t have to follow as strict of a script as a full movie, it should still contain the same basic structure. A good place to start is by introducing the premise of the film and the main characters or conflict in the first act. You should also include a cast run, which is a list of the principal actors and actresses that appear in the film. This is especially important if you’re using well-known celebrities or actors who can boost the movie’s appeal to audiences.
Another key ingredient is visual variation. Try to incorporate a mix of shots that convey a variety of emotions and situations. This will keep the audience’s attention. For example, if your film is about a tragedy, you might include footage of victims and rescuers. This will give the viewer a sense of empathy and sorrow. On the other hand, if your film is an action-packed adventure, you might include some cool stunts and visual effects.
Lastly, you’ll want to consider the tone of your trailer. Many trailers are able to establish the tone of the film in the opening moments, thanks to the way they use music and imagery. Having too much of one or the other can cause the trailer to feel off balance.
For instance, this trailer tries to be serious and epic, but it relies too heavily on music that sounds like low-budget production music. It also doesn’t make a strong effort to establish the tone of the film in its dialogue. This makes it hard for the viewer to care about the action sequences, which are a mishmash of random scenes that lack any sort of context. If the filmmakers had stuck to a clear tone throughout, they might have been more successful.