Introduction
Modern film trailers frequently find themselves entangled in an interesting paradox: hype up and entice audiences to flock to theatres en mass; yet, don’t reveal too much about the very film they need to hype. What’s been happening all too often though, is they end up oversharing, unraveling the very mysteries they seek to preserve.
So how can filmmakers navigate this delicate balance between drawing audiences in, without giving away the plot? Let’s navigate this fine line, that delicate dance between intrigue and revelation, looking at trailers from contemporary cinema to illuminate the way forward.
The Spoiler Epidemic
It’s a familiar scenario: you’re excitedly anticipating a movie, only to find that the trailer practically narrates the entire plot, from the introduction of characters to the climax of the story. The thrill of discovery diminishes as you realize that every twist and turn has been laid bare in those few minutes of promotional footage.
“..also undermines the storytelling efforts of filmmakers.”
This spoiler epidemic not only robs viewers of the joy of genuine surprise but also undermines the storytelling efforts of filmmakers. Imagine watching “The Sixth Sense” already knowing the twist or experiencing “Fight Club” with its central revelation already exposed. These are films that thrive on the element of surprise, yet their trailers often tread dangerously close to revealing their secrets.
The Allure of Mystery
Let’s consider the trailer for Christopher Nolan’s “Inception”, with its enigmatic imagery and haunting soundtrack, tantalized audiences without divulging the intricacies of the plot. It teased the mind-bending concepts at play, leaving viewers hungry for answers while preserving the film’s labyrinthine secrets.
Similarly, the trailer for Denis Villeneuve’s “Arrival” captivated audiences with its ethereal visuals and thought-provoking premise, offering just enough to spark curiosity without spoiling the profound revelations awaiting viewers.
The Pitfalls of Revelation
Yet for every “Inception” or “Arrival”, there exists a cautionary tale of trailers gone awry. Take “Terminator: Genisys” for instance. Its trailer infamously revealed a major plot twist, effectively deflating the suspense and undermining the film’s narrative impact.
Similarly, “Batman v Superman: Dawn of Justice” left little to the imagination, laying bare its climactic showdown in the very trailer meant to drum up anticipation.
In both cases, the trailers sacrificed the element of surprise at the altar of marketing, leaving audiences with a diminished sense of wonder upon viewing the full film.
“By revealing too much… the film left little room for surprise, ultimately dampening the impact…”
The Temptation of Over-Exposure
With “Suicide Squad”, its trailers promised a gritty, irreverent romp through the DC universe, complete with iconic characters and explosive action – a beautifully crafted trailer in its own right. However, what audiences got with the film itself was a disjointed narrative and one that struggled to live up to the hype generated by its marketing. By revealing too much in the trailers, from character introductions to major plot beats, the film left little room for surprise, ultimately dampening the impact of its big-screen debut.
Crafting Intrigue
So what could filmmakers, and editors specifically, do to maintain the delicate balance between enticing audiences and preserving the integrity of their storytelling? Let’s look at a few options:
1. Preserve Mystery
Take a page from “The Cabin in the Woods.” Its trailers hinted at a standard horror flick, complete with unsuspecting teens and a remote cabin, while barely teasing the film’s genre-bending twists and meta-narrative. By offering mere glipses about the true nature of the story, the trailers heightened anticipation and preserved the element of surprise.
2. Prioritize Atmosphere over Plot
A stellar example of delivering atmosphere and vibe comes from the trailer for “Blade Runner 2049”, which immersed audiences in the film’s dystopian world, teasing the mood and aesthetic without giving away key plot points. By prioritising atmosphere over exposition, the trailers preserved the film’s sense of mystery, inviting viewers to explore its world firsthand.
3. Embrace Ambiguity
Think of “Tenet.” Its trailers masterfully teased the film’s time-bending premise, creating intrigue without spelling out the specifics. By shrouding the narrative in ambiguity, the trailers fueled speculation and anticipation, setting the stage for a mind-bending cinematic experience.
4. Opt for a Character-Centric Approach
Shift the spotlight onto the characters instead of the plot. Give the audience a glimpse into the personalities and motivations of the characters without unraveling the intricacies of the storyline. For instance, the trailer for “Little Miss Sunshine” focuses on the quirky family dynamics and individual struggles of each character. It offers a peek into their journey without spoiling every twist and turn
5. Focus on Theme
In “12 Years a Slave” its trailers underscored the film’s examination of slavery, survival, and the fight for freedom. By providing glimpses into the thematic depth of the narrative without revealing every plot twist, the trailers resonated with audiences on a profound level. By centering on the film’s core themes of injustice and resilience, the trailers sparked curiosity while preserving the film’s emotional impact and surprises for viewers to experience firsthand.
Conclusion
With a current cinematic landscape dominated by trailers that more often reveal too much, a shift in approach is being craved by audiences – regularly making the voices heard in the comment fields of YouTube trailers. Filmmakers and their studios have the opportunity to course correct, re-imagining trailers as tantalizing glimpses into their worlds, rather than be exhaustive summaries or short film cut downs of the very film they were intended to serve.
The role of the trailer thus needs to be clearly defined upfront by the filmmaker, the studio marketing team and the editor, going as far as to collectively define and agree upon the approach, trailer beats to include, plot points and story beats to exclude, preferably having the trailer scripted as a stand-alone unit of output.
By embracing the art of teasing the audience, the filmmaking team need to use the opportunity to captivate audiences, while preserving the magic of the movie-going experience. Which trailers come to mind that succeeded (or dismally failed) at walking this tightrope?
