Summer is the season of mega movie releases, and crafting a great trailer is critical to capturing audience attention and claiming victory at the box office. And who doesn’t love a great movie trailer? They are consistently among the most watched ads on YouTube, with more than 200 million combined views for last summer’s megahits Barbie and Oppenheimer alone.
Creating a great trailer is an artform though. You must show enough to pique interest but not too much to spoil the movie experience. Here are five best practices for creating truly great summer movie trailers according to Jeremy Radisich, MarketCast’s President and Head of Entertainment Advertising Research and a trusted voice in the world of movie marketing:
Opening a movie trailer with a bang isn’t always the best approach according to Radisich. A grounded start can draw viewers in more effectively, setting the tone and inviting curiosity rather than overwhelming with spectacle right away.
When the action does hit, it should land in a big and memorable way—and typically has to be earned through a shift in tone. For thrillers and horror movies, immediately signaling to audiences that they’re in an intense situation with ominous music or scary visuals erases the thrill of surprise, causing many to zone out before they make it to the end of the trailer.
With so many entertainment options available to audiences today, studios can no longer sway audiences with displays of cool action or thrills alone. For many movies, action and excitement are table stakes—and it’s the allure of discovery that hooks audiences into wanting more. Great trailers should leave audiences with questions that need answering: Who is the Winter Soldier? Why does Barbie suddenly have flat feet? What’s the secret of Saltburn?
Radisich suggests introducing key characters early in the trailer, letting would-be audiences hear their voices and learn their names. This personal connection increases investment in the trailer and the movie itself. There’s a reason why nearly every Spider-Man trailer opens with dialogue from Peter Parker or Miles Morales, or the Wonka trailer begins with Willy telling us his story. Even for an epic sequel like Avatar: The Way of Water, the trailer opens by juxtaposing lush fantasy visuals with a character voice-over: “Dad, I know you think I’m crazy…”
A trailer that maintains the same intensity level throughout can become monotonous, even fatiguing. Incorporate ups, downs, and tonal shifts to keep the audience engaged from start to finish. This range of energy keeps viewers leaning in, eager to see what’s coming next.
Music and sound design play critical roles in creating dynamic range to keep viewers engaged. An evocative music cue can signal a trailer’s storyline turn, or dropping the music altogether can punctuate a key line of dialogue or action.
The final moments of a trailer are crucial. Instead of relying solely on action montages and sound design, close with a powerful scene or a memorable moment that leaves a lasting impact on audiences. Consider Iron Man introducing the new Spider-Man at the end of the trailer for Captain America: Civil War by calling out “Underoos!” Or Dom jumping a Lykan Hypersport through a skyscraper at the close of the Furious 7 trailer. Ending big ensures the trailer sticks with viewers long after it ends.
As a research and data insights company born out of the entertainment industry, MarketCast knows what it takes to support the high-pressure world of movie marketing and advertising research and brand fandom building. Whether you make ads for soft drinks or superheroes, we can support you. Contact us to learn more about our advertising testing and measurement solutions.
Now get out and enjoy a movie at the theater this summer.