Originally, trailers were sold to theatres to be shown at
the end of a feature film, small previews that would persuade the audience to
come back another time. Nowadays, trailers are shown predominantly on the
Internet, or before feature films. They are easy to access and encourage lots
of viewers from a much wider audience. The use of social media advertising the
film also leaves audiences in high anticipation for the release.
Trailers during the silent era typically contained a title,
a tagline, snippets of the film and a rundown of the cast. The introduction of
sound changed everything and film companies used the new technologies to entice
audiences. The jazz singer was not the first time this advancement was used
however, in 1926, a seven minute trailer for Don Juan announced the industry’s
change in a variety of ways. It opened with a man clearing his throat, and via
a synchronised sound track saying ‘Ladies and gentleman, I am privileged to say
a few words to you’. The direct address to the audience, newsreel like footage,
interspersed celebrities and voiceover narration set a new template for
trailers.
1930s-1940s
Throughout the 1930s the mode of selling movies became more
sleek and sophisticated in format. It was not until the 1940s when several
innovations now associated with Hollywood trailers were introduced, such as
third person narration and titles appearing from below the frame. Trailers began
to represent a transitional moment between old and new technologies.
1950s
In the 1950s, trailers over exaggerated praises such as
‘classic’ and ‘sensation’ to entice audiences. They also promoted and revolved
around famous actors such as Humphrey Bogart and Katherine Hepburn, instead of
focusing on the plot. Narrators also became more common and were used as often
as actual dialogue. In the 1950s, widescreen views and more intense colours
were used, however as production costs increased, so did costs of tickets.
1960s
In the 1960s it became more common for directors to make
appearances in their trailers, further encouraging the audience to see the
film. Fast cuts were also used more frequently, within the Dr Strangelove
trailer, 220 shots were used within 97 seconds, fast cutting became the norm by
the 1990s but here the rapid fire pace made viewers feel like the were spinning
out of control. This created a faster pace and more excitement as well as
meaning more footage could be used in the trailer. Close ups also became more
common as widescreen films did not look as good on small square televisions,
meaning more focused and condensed shots were used.
1970s
In the 1970s, the NSS began to crumble, and movie studios
and production companies reasserted control over promotion. One of the key
points of the distribution strategy was the release of Jaws. The trailer was
shown a lot on televisions and was the first successful film to have a wide
release. Usually films would start small and then expand to more theatres but
Jaws opened in 464 theatres and the move to 675. The aim of the wide release
was to get the most out of the advertising budget. It became known as the
‘blockbuster era’.
1980s-1990s
Movies were making more money than ever and budgets were
higher and they began honing new trailers consisting of setup, confrontation
and climax. Within the 80s and 90s, Don Lafontine’s voice became very well
known, with his voice attached to over 5000 trailers. This created a new
template for upcoming trailers, audiences knew more about the film before they
bought their tickets. The independence day trailer also shows the film
industry’s development in special effects, explosions of well known
architecture enticed audiences and more of the narrative was revealed, closing
on a cliff-hanger, leaving the audience wanting more. It was also the first
trailer to play during a super bowl broadcast, virtually guaranteeing a massive
audience.
2000s onwards
over the next fifteen years, trailers became one of the most
popular forms of entertainment on the web, littering the internet with recaps,
reactions and reviews. Sound and structure play a huge role in selling movies,
introducing the audience to characters, their relationships, and other aspects
of the film. Studios test their products more thoroughly, changing to tone and
story to attract a wider audience, encouraging increased profit. Studios,
marketing teams, and editors will change what they look for in trailers. At the
moment, big, loud, plot heavy trailers are popular however in the near future
they may be more subversive or a different genre with new effects and music. As
budgets climb, the marketplace will adjust to what people respond to.
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