Trailers are one of the most important marketing tools for Hollywood movies, but they can also be used to manipulate fans. With the internet-driven nature of film marketing and discussion, making a good and memorable trailer is an even bigger goal now. The right trailer can increase pre-existing excitement or even show why audiences should be interested in the first place, while the wrong one can actually lower interest in the film.
In many ways, the launch of the first trailer and arrival of the first footage from a film is one of the most anticipated aspects of the lead up to a movie. Studios will sometimes announce when the trailer will arrive days in advance to build excitement. However, we've also seen with the surprise launches for both Avengers: Endgame trailers can result in record-breaking views. As much as fans can enjoy new footage from upcoming blockbusters or indie films, what many aren't thinking about is the time it takes to make them or the techniques to making a successful one.
The latest video from Screen Rant's Docs series takes a look at the intricacies of making a movie trailer. Trailers were first shown at the end of movies instead of at the beginning, but are now in many ways tailor made for their online debuts. One of the recent additions to trailers is the "trailer bumper" that features 5-8 seconds of attention-grabbing footage to entice people online to check out the rest of the trailer. But this is just the beginning, so check out the in-depth trailer making process in the video featured at the top of this post.
Trailers may take months to make, but the first reactions to them arrive just after they've been released. For most of the major blockbusters, this also means that the built up fan bases will immediately begin watching them endlessly to pick up even more details. That's been the case most recently with Avengers: Endgame, and in order to try and stay ahead of fans, directors Anthony and Joe Russo have admitted that they may be digitally changing scenes from the movie just for the purpose of the marketing.
This is an extreme measure to take for Avengers: Endgame, but is also the result of trailer houses and marketing plans only having a certain amount of footage available in most cases. Their main goal is to just generate interest in seeing the movie and properly selling what the movie is going to be. While there can be footage not in the movie or jokes friendly for all audiences included in trailers, these smaller changes (and digital manipulations) are easy to look past if the trailer is still indicative of the type of movie that audiences get to see.
- The Avengers 4 / Avengers: Endgame (2019) release date: Apr 26, 2019