The trailer is the first and only contact most audiences will have with a film, so it’s imperative that it conveys vital information to ensure a positive first impression. In just two and a half minutes, editors must communicate a movie’s genre, protagonists, setting, and central conflict, all while providing an immersive sneak peek that entices viewers to see the film in its entirety. This delicate balancing act requires the use of powerful editing techniques that are as effective in a trailer as they are in a full-length feature.
The defining element of a good trailer is its ability to capture and maintain an audience’s attention. This is achieved by establishing a strong hook that can be quickly explained in the trailer’s introduction, highlighting key plot points, and employing pithy dialogue to maintain a high-speed pace.
Often, trailers start with a cold open, which introduces the main character or characters in an exciting scene that catches the viewer’s eye and demands their attention. Then, they need to build up to a climax that is both exciting and surprising. This is accomplished by a careful balance of music and sound effects, along with the use of editing techniques like bookending and intercutting scenes to create tension and anticipation.
Genre Trailers highlight the film’s primary genre and rely on the genre’s established aesthetic to draw in audiences. These trailers can be a powerful marketing tool, but they’re not without their drawbacks. Genre-driven trailers can be too focused on establishing the genre’s core themes and fail to establish deeper emotional connections with the audience. Ultimately, they may be less effective than their counterparts in promoting a movie’s overall quality and appeal.
Story Trailers take a more holistic approach to marketing, delving deeper into the film’s protagonists and their aspirations, conflicts, and plot intricacies. These trailers can be a powerful way to promote a movie, but they’re also at risk of losing the audience’s attention by over-explaining the narrative.
A Star Trailer focuses on a single, recognizable actor in a lead role to sell the movie. These trailers can be effective, but they’re also arguably the most difficult to craft. Star trailers must strike the delicate balance between highlighting an actor’s talent and giving away too much information about the film.
In the end, a successful trailer is a testament to the skill of its creators. Whether using a professional editing program like Adobe Premiere or Apple’s utilitarian standby, iMovie, it takes a unique set of creative skills to construct a trailer that will captivate and delight audiences. To help filmmakers and producers better understand the art of trailer making, this article provides an overview of trailer styles and common editing techniques that are proven to be effective in generating excitement for movies. Whether it’s a blockbuster thriller or a low-budget independent feature, a well-made trailer can be the best way to generate buzz and ultimately secure film funding.