Trailers

What are trailers in media production?

A trailer is a short marketing video to promote a piece of media, usually a film, TV programme, video game or book.

Where does the term 'trailer' originate from?

Originally trailers were played after the main feature in a cinema in order to promote new films to the audience before they were released. When advertisers realised the audience often left before viewing trailers they switched them to before the main event (like a warm up band playing before the headline act at a music gig) but by then the name ‘trailer’ had stuck.

What is the purpose of a trailer?

Trailers are intended to encourage audiences to watch, read or listen to another piece of related or relevant content.

How do trailers work?

A trailer works when the audience feels the desire to consume the main content directly or wait in anticipation for its release. This is why they are also known as 'teasers'.

How are trailers made?

Trailers are usually made by sampling and shortening the original content, this is a standard method for editing movie trailers. If this approach is not directly possible - like with a book - then a summary or abstract of the content may be presented, often by the author.

What makes a good trailer?

If the purpose is promotion then we want to arouse enough curiosity in the audience that they feel compelled to act by consuming the main content. Successful trailers cause a buzz in the audience, resulting in positive word-of-mouth and more people consuming the content when it comes out.

What makes a bad trailer?

Trailers fail if they do not arouse enough curiosity in the audience and they therefore do not feel compelled to consume the main content. There are many mistakes that can hold a trailer back, with some extreme examples including showing too little (a single scene) or too much (compressing the entire story).

What are the main elements of a trailer?

Usually trailers include a short preview of some of the main content before a 'Call To Action' which informs the viewer where to watch, read or listen to the main content. They may include narration, text, graphics and transitions between scenes.

• Motion graphics (Animated logos)
• Narration (Voice Over)
• Text (On Screen Titles)
• Transitions (effects between scenes)

How to make a good trailer:

Arouse curiosity in the audience by allowing them to sample enough of the main content without giving away too much. Avoid going into too much detail (losing focus) or revealing the plot (spoiling the surprise).