A trailer is a short film that introduces viewers to a larger project. These are the Voyager spacecrafts of movie marketing – they can promote, glorify, sell, ruin or spoil the full-length work, so they’re made with intense care and attention. Trailers are designed to hook audiences and entice them to see the entire movie, and that means they must hit every single mark to be successful.
There’s a lot to think about when creating a trailer, but the first step is setting the tone. This doesn’t have to be anything fancy – a well-placed shot, a burst of music or even the simple act of showing a character can set the stage for what viewers can expect from the movie. By the end of this first section, viewers should know they’re in for a ride that’s unique and worth checking out.
Once you’ve grabbed viewer attention, it’s time to start laying out the plot. Most trailers follow a standard three-act structure, with the beginning (act 1) setting up the basic concept and conflict, the middle (act 2) driving the story forward, and the ending (act 3) providing a glimpse of what’s to come. This structure can help viewers understand the story and feel invested in it, without giving away too much information or leaving them feeling frustrated by having all of their questions answered.
It’s also important to have a clear sense of the overall tone of the film, so you can make sure each piece of footage fits with the rest. Fast-paced cuts work best for action movies, while softer shots are better suited to romantic or mystery films. Using different sound effects can also add to the atmosphere – creaking doors, distant thunder and other ambient noises can help create an immersive experience for viewers.
The second major component of a trailer is the cast run, which features a list of all the actors who appear in the film. This typically includes both the leads and supporting actors, and is often accompanied by photos or headshots. Including the full cast is important because it gives audiences a sense of who they’re watching, as well as the opportunity to familiarize themselves with them before they attend the movie. The same is true for the director and producer credits – having their names on-screen is a great way to increase audience awareness and excitement for the movie.
Finally, the trailer should conclude with a billing block, which is a listing of the principal members of the production team that worked on the film. This is a traditional addition to most movie trailers, and it’s the same block that appears on posters and print promotional materials. Usually, this is followed by the studio production logos. If the film is receiving major awards recognition, these are also included here. The end credits usually include an ad for the film, which is a great way to drive ticket sales.