The Purpose of a Trailer

The trailer is a powerful weapon in the marketing campaign. Posters are important in capturing the initial interest of the audience and drawing them into the cinema, but they cannot convey the excitement and atmosphere of a film in the same way a trailer does. The combination of moving image and sound, both experienced “larger than life” through the advanced equipment of the cinema auditorium, is an exciting experience. In this way, the trailer stirs our emotions and gives us a “flavour” of the film that is impossible through still images alone.

Most trailers are created and produced at the same time as the film is being edited. The timing of a trailer campaign in cinemas, online and on television is important; it must be shown far enough in advance to generate excitement about the film’s release, but not so early that people forget about the film before it even comes out.