“So they’ve basically just shown us the full movie, then.”
It’s a common charge against many movie trailers, particularly in recent years. For whatever reason, it’s becoming common to show so much in the trailer that audiences wonder whether there’s any point in seeing the full cut.
It goes without saying that this is the exact opposite reaction that you want to elicit from your potential audience. Today, we’re going to look at the arguments for and against baring all during your movie trailer.
Warning: potential movie spoilers ahead!
Setting Out the Market Stall
A classic example of this would be the trailer to 2011’s “The Double,” which relies on a central plot twist that Richard Gere is the killer he claims to be hunting…
… something which is completely given away in the theatrical trailer:
Didn’t see the movie? Neither did anybody else. Commercially, it completely tanked (grossing $3m against a $17m budget), and we can’t help but suspect that the tell-all trailer was a deciding factor in the movie’s failure to garner interest.
But there is a case to be made for showing all your cards. Director Robert Zemeckis opines: “We know from studying the marketing of movies, people really want to know exactly everything that they are going to see before they go see the movie. It’s just one of those things. To me, being a movie lover and film student and a film scholar and a director, I don’t. What I relate it to is McDonald’s. The reason McDonald’s is a tremendous success is that you don’t have any surprises. You know exactly what it is going to taste like. Everybody knows the menu.”
Who is Dead?!
A compelling argument for sure, but a counter-point would be that this all applies only to specific types of movies; if you’re dealing in a formulaic genre, it’s generally good to reassure audiences that you’re hitting all the beats they’ve come to expect. Take the “Golden Eye” trailer, for instance — a lot of spoilers in there, but this was a Bond movie. There’s almost an unwritten contract of things a Bond movie needs to deliver, and the trailer is the best opportunity to advertise the fact that all of the boxes are ticked.
The same goes for remakes. The 2013 adaption of the Stephen King classic “Carrie” also had a spoiler-laden trailer, but for good reason; fans of the original needed assurance that all of the iconic scenes (such as the “prom reveal”) would be faithfully featured in the remake.
While Zemeckis makes a good point, unfortunately his movie “What Lies Beneath” probably wasn’t the best type of flick in which to pour every single plot reveal into the theatrical trailer:
It’s okay if you let slip that Tom Cruise will survive a big explosion in a “Mission Impossible” trailer. After all, nobody assumes for one moment that his fictional life is in any real jeopardy, and audiences already know he’ll live to survive for at least another movie for as long as the franchise remains profitable.
But a Hitchcockian-thriller relies heavily on a slow and suspenseful layering of reveals, and is entirely undermined when these reveals are telegraphed ahead of time.
Finding the Balance
Trailer editors working in comedy and horror also need to tread carefully. Viewers are remarkably good at spotting whether you’ve included all of your best gags and jump-scares within the trailer, which can be as much of a turn-off as a “Sixth Sense” trailer that reveals Bruce is already dead.
Ultimately, whether a movie trailer should hold its cards to the chest or bare all really depends on the individual movie itself. Balancing audience expectation and creating intrigue (as well as succinctly communicating what the film is about) is the recipe behind an effective movie trailer.
Gut intuition as an editor will get you most of the way, but consider extensive test screening of your trailer with different audiences to get an indication of whether you’ve struck the right balance.
And we cannot understate how important that balance is. After all, those three minutes of trailer can make or break your 90 minutes of feature.
What are some of your favorite film trailers? Let us know in the comments below!