When was the last time you went to the movie theater and skipped the trailers? Chances are, it’s been a while – and for good reason! Movie trailers are a crucial component of the cinematic experience, serving as a snapshot of what’s to come while also generating hype and anticipation for upcoming films. But why are movie trailers so important, and what makes them effective?
Trailers Shape Perception
In an age where audiences have infinite entertainment options, movie trailers serve as the first point of contact between a film and its potential viewers. A well-executed trailer can generate interest in a movie that someone may have never considered seeing before. Similarly, a poorly executed or misleading trailer can turn off viewers, leading them to neglect a film they may have otherwise enjoyed.
One clear example of this is the 2019 film «Good Boys». The comedy was marketed with a series of trailers that presented it as a raunchy R-rated comedy for adults. However, the film itself is actually a coming-of-age story about a group of sixth-graders – making it inappropriate for most of the audience that the trailer convinced to see it. The result is a film that audiences did not appreciate, evidenced by the tepid audience response of a B+ on CinemaScore. Overall, a poorly done trailer can misinform the audience, leading to low ticket sales and a disappointing box office run.
Trailers Are A Marketing Tool
Movies cost a lot to make, which is why studios rely heavily on trailers to do more than just simply inform audiences. Trailers are a marketing tool that can create excitement for a movie months in advance, amplifying public interest and inevitably leading to higher box office returns.
For example, when the trailer for the film «Avengers: Endgame» was released, it quickly became the most viewed trailer in history. The trailer pulled together so many characters from previous Marvel Cinematic Universe films that it teased the impending climax of a decade-long story arc, generating immense excitement and anticipation among fans. It was no surprise that «Avengers: Endgame» went on to smash records and become the highest-grossing film of all time, with a worldwide box office gross of over $2.79 billion.
Trailers Reveal A Film’s Tone And Style
Trailers can provide moviegoers with a snapshot of the tone and style of a film, allowing them to make an informed decision about whether it’s worth seeing. A good trailer can capture the essence of a film and convey what sets it apart from the others in the same genre.
The trailer for «Moonlight» serves as an excellent example of this. The trailer captured the film’s stunning cinematography and set up the strong central theme of exploring Black masculinity and sexuality. As the trailer progressed, it left the viewer curious about the film’s structure and further piquing the audience’s interest. As a result, the movie was exceedingly anticipated, and ultimately won the Oscar for Best Picture in 2017.
Trailers Help Build Buzz And Interest
A great trailer can help to build buzz and excitement around a film’s release, making it more likely that news and discussions about it will spread around various online forums and social media. This buzz can create a “viral” effect that builds excitement and ultimately drives people to see the movie. In the end, a trailer can spark a fire with a few seconds of footage, generating enormous hype and attention before the official release.
The trailer for 2018’s «A Star is Born» serves as a terrific example of this. At first, it was just early noise from festival screenings, with people whispering about it online. Then, the trailer made its debut and was widely watched and shared across various social media. The trailer’s emotional beats and subsequent social media buzz generated excitement for the film that culminated in Lady Gaga’s Academy Award win for Best Original Song.
Trailers Can Spoil The Film’s Best Moments
On the flip side, trailers run the risk of spoiling a film’s best moments by giving away too much in the trailer. Often, overeager marketing teams prioritize audience appeal over preserving the twists and turns of a film’s story. When that happens, the trailers can harm a film’s viewing experience, either by lessening the impact of certain parts or by leaving too little left to surprise the audience.
The trailer for «Terminator: Genisys» is a prime example of this. It gave away a crucial plot point that occurred well into the film’s runtime – essentially ruining an essential twist that could have been a standout feature of the film for many viewers. The experience was different from what the audience wanted because they were no longer genuinely surprised.
Putting It All Together
Movie trailers aren’t just a few minutes of throwaway footage tacked onto the beginning of a film or an online distraction. Instead, properly creating, editing, and finishing a trailer is an art form all on its own, with the power to make a film hugely anticipated or disappear under the radar.
The best movie trailers nutshell the tone and themes of the film, making it easy for the audience to know what to expect. Great trailers know precisely how to ratchet up the excitement, building anticipation to maximum levels. And when a trailer is explicitly created for its core audience, it can create an environment better than any festival or premiere ever could.
In short, without a highly effective trailer, people would be unlikely to know or care that a film was coming out. In a digital, fast-paced world, movies that don’t have a well-constructed trailer often end up missing their mark. From keeping fans updated, capturing new fans and ultimately seizing on blockbuster money-making opportunities, the trailer is the essential aspect of any movie release.
Conclusion
Love them or hate them, movie trailers are here to stay. They are the cornerstone of any successful film release and are especially important in an age where audiences have endless entertainment options. When done right, they can generate anticipation, excitement and buzz that ultimately translate into box office success. Whether telling a story or highlighting a film’s technical achievements, trailers bring cinema to life and pave the way for the films that follow. In the end, the trailer is more than just an advertisement or a preview — it sets the stage for a shared cinematic journey.
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