The Art of the Tease
An academic exploration into the history, composition, and cultural impact of film trailers.
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Historical Evolution
Genesis of the Trailer
The practice of showing promotional previews, or "trailers," originated in the early 20th century. The first known instance occurred in November 1913, when Nils Granlund, advertising manager for the Marcus Loew theater chain, produced a short promotional film for the musical The Pleasure Seekers. This innovative approach, described as a "unique stunt," involved showcasing moving pictures of rehearsals and production incidents to replace traditional billboard advertising. Granlund further pioneered trailer material for motion pictures in 1914, using a slide technique to promote an upcoming Charlie Chaplin film.
Early Practices and Evolution
Initially, trailers were shown after the feature film, hence the term "trailer." This placement proved ineffective as audiences often departed before they were shown. Exhibitors subsequently integrated trailers into the broader film program alongside shorts and newsreels. Over time, elaborate trailers and advertisements have largely supplanted other pre-feature content, with modern multiplexes dedicating approximately the first 20 minutes of showtime to previews.
Mid-Century Transformation
The mid-to-late 1950s marked a significant shift in trailer production. National Screen Service, a dominant force until then, created trailers that often featured extensive descriptive text and music from studio libraries. The early 1960s saw the rise of textless, montage-style trailers and rapid editing, influenced by the New Hollywood movement and television techniques. Directors like Stanley Kubrick, inspired by Arthur Lipsett's work, pioneered these dynamic styles, notably with trailers for Dr. Strangelove and A Clockwork Orange, creating a new paradigm for cinematic promotion.
Defining the Trailer
Core Purpose
A film trailer, also known as a preview or coming attraction, is a short advertisement designed to showcase key scenes from upcoming feature films. Its primary objective is to attract an audience by highlighting the most compelling, exciting, or noteworthy elements of the film, typically without revealing significant plot spoilers. These excerpts are often presented out of chronological order to maximize impact.
Length and Format
The Motion Picture Association (MPA) historically set a maximum length of two minutes and thirty seconds for trailers. While industry guidelines in 2014 suggested a reduction to two minutes, these are not strictly mandatory, with exceptions for specific films. Trailers are generally distributed in the same format as the feature film, whether 35mm or digital, and increasingly include 3D presentations for corresponding features.
Modern Distribution
Beyond theatrical exhibition, trailers are now ubiquitous on DVDs, Blu-ray discs, and digital platforms, including the internet, livestreaming services, and mobile devices. They constitute a significant portion of online video consumption, ranking third after news and user-generated content. This widespread availability allows trailers to function as bonus features or standalone promotional content.
Elements of Trailer Craft
Narrative Structure
Trailers often adopt a condensed three-act structure mirroring feature films. Act one introduces the premise, act two builds narrative tension and usually culminates in a dramatic climax, and act three typically features signature music and a montage of powerful moments, often concluding with a cast run-down to highlight star power.
Voice-Over and Music
Voice-over narration, though less prevalent since the passing of Don LaFontaine, historically served to establish the film's premise and provide context. Music is crucial for setting the tone and mood. Trailers frequently utilize music from other films, popular songs, or specially composed "library" music from companies like Audiomachine or Two Steps From Hell. Carl Orff's "O Fortuna" and works by E.S. Posthumus are notable examples of frequently used classical pieces.
Visuals and Branding
Trailers are meticulously edited from selected film scenes, sometimes including deleted footage. Special shoot footage, created exclusively for promotional purposes, is also employed. The end typically features a billing block listing key cast and crew, alongside production company and distributor logos. Modern trailers often incorporate short "bumpers" or "micro-teasers" at the beginning to capture viewer attention immediately.
Diverse Trailer Applications
Video Game Trailers
Video game trailers, prevalent since the late 1990s, aim to drive game sales. They are broadly categorized into cinematic trailers (often CGI-heavy and detached from actual gameplay, sometimes controversial) and gameplay trailers (using the game engine, theoretically representing actual in-game visuals). However, discrepancies between trailer visuals and the final product have led to accusations of misleading advertising.
Book Trailers
Book trailers are video advertisements employing cinematic techniques to promote literature. They can feature actors performing scenes, CGI, animation, or simple still images set to music. These differ from author readings or interviews. The "Trailie Award" and platforms like BookReels recognize excellence in this medium, which has become a standard marketing tool for commercial titles.
Television and Fan Content
Television spots are shortened versions of film trailers, adapted for broadcast standards. TV show trailers, increasingly common since the late 2000s, promote new series, episodes, or marathons. Fan-made trailers, created by enthusiasts using official or unofficial footage, also contribute to the cultural landscape of trailer production.
Recognizing Excellence
Industry Accolades
The film advertising industry recognizes outstanding trailer creation through prestigious awards. The Key Art Awards, presented by The Hollywood Reporter, and the Golden Trailer Awards celebrate various aspects of film marketing, including trailers, TV spots, and posters. These events highlight the creative and technical artistry involved in crafting compelling promotional content.
Notable Competitions
The Golden Trailer Awards, established to honor the art of trailer creation, have expanded to include international events like The World Trailer Awards. The Key Art Awards ceremony is often held at the Dolby Theatre in Hollywood. Additionally, publications like The Film Informant have established awards to recognize marketing media, underscoring the significance of trailers within the broader film industry.
The Ethics of Persuasion
Misleading Representations
Trailers have faced accusations of misrepresentation, such as overstating a minor actor's role or exaggerating a film's action quotient. These tactics are often employed to broaden audience appeal. Sometimes, trailers include footage not present in the final film, a consequence of editors working with raw dailies while films are still in production, or deliberate artistic choices.
Legal Challenges
Instances of legal action have arisen from perceived trailer misdirection. A notable case involved a lawsuit against the makers of the film Drive, alleging the trailer failed to accurately represent the movie's content. While such lawsuits have generally been dismissed, they highlight the fine line between effective promotion and misleading advertising.
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References
References
- "Coming Soon to a Theatre Near You - Maybe" in Ares 8, Schow, DJ; Simulations Publications, NY 1981, Page 33
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Academic Disclaimer
Important Notice
This content has been generated by an AI model for educational purposes, drawing upon publicly available data. While efforts have been made to ensure accuracy and adherence to the source material, it may not encompass all nuances or the most current information.
This is not professional advice. The information presented here is for academic understanding and should not substitute consultation with media professionals, historians, or legal experts regarding copyright, advertising ethics, or film production.
The creators of this page are not liable for any errors, omissions, or actions taken based on the information provided.