What makes an Effective Trailer

By Lauren Hewitt

OVERVIEW The main intention of film trailer is to inform its

audience about what is going to be in the film. There are many things that should be taken

into consideration when trying to make the trailer effective; and depending on the genre that is chosen for the movie, there are different codes and conventions each genre goes by.

Effective trailers should mean that many people come and watch the movie, and therefore generate more money for the film in the long run, so that it reaches its 2.5 formula and creates profit.

WHAT TO INCLUDE? First off all, snippets of the movie has to

be squeezed into a tight space of only 2-3 minutes. You have to include the best parts that will sell the movie, without giving the whole plot away; otherwise it may just look boring, and the audience will not be interested.

The clips that are shown should grab the audience’s attention and build up tension and excitement. This can be done through the use or mise en scene, sound, camerawork and editing.

GENRE AND COLOUR Most, if not all trailers use colours that

fit with their genre, so that the audience would be aware what sort of movie it will be.

EXAMPLE 1ROM-COM COLOURS

For example, if the genre of the film is going to be a Rom-Com, there are usually very bright colours, usually consisting of ‘girly’ colours such as pink, purple, baby blue and other pastel colours.

EXAMPLE 2HORROR COLOURS

But on the other hand, if the genre of the film is going to be a horror, the colours are more likely to be dark and plain, such as white, black, grey and red, to set a cold, dark atmosphere.

SOUND Sound also has to be used effectively. Normally,

action movies use lots of pleonastic sound, to emphasise things such as explosions and gun shots. This will automatically grab the viewers’ attention.

Horror movies usually have some sort of tension building music, such as a piano chime or a drum beat.

Voiceovers are also commonly used in trailers to give a narrative to the plot and make it quicker and easier to understand what is going on, but a more effective trailer should win over an audience member through their use of dialogue.

WHO TO INCLUDE Trailers always include their USPs

(Unique Selling Points) and for most block busters, this is usually their well known, bankable actor/actress.

These are included so that if a viewer spots an actor that they really enjoy watching, they will be more like to go and see the film.