The Evolution of the "Movie Trailer" by Marinho, Gustavo R

Silent Era 1920's and Earlier

gmarinh1_ — 2023-11-02 19:09:32 UTC

Nils Granlund (1910s): Often credited with creating the first movie trailer, Granlund was a showman and promoter who produced a promotional short for the 1913 Broadway musical "Pleasure Seekers." This short film is considered one of the earliest examples of a movie trailer.

Earliest Preserved Trailer: 1926

gmarinh1_ — 2023-11-02 19:14:07 UTC

"The Pleasure Garden" (1925): One of Alfred Hitchcock's first films is the earliest known preserved trailer. It provides a glimpse into silent-era filmmaking.

Movie trailers initially appeared at the end of silent films.

- They were simple and often featured text or still images, as filmmakers were still experimenting with the medium.

- Genres were not as defined, and trailers focused on promoting the novelty of moving pictures.

Transition to Sound (1920s-1930s)

gmarinh1_ — 2023-11-02 19:19:55 UTC

The transition to sound in the late 1920s introduced voiceovers and music to trailers.

- Studios began experimenting with editing techniques and started to incorporate dialogue and sound effects.

- Trailers for musicals showcased musical numbers, while trailers for dramas featured dramatic scenes.

Above is one of the first-ever movie trailers to use sound. "Don Juan" directed by Alan Crosland.

Golden Age of Hollywood (1930s-1940s)

gmarinh1_ — 2023-11-02 19:33:31 UTC

This period saw the rise of the studio system, which heavily influenced trailer production.

- Trailers often followed a formula, including a voiceover narrator and scenes from the film.

- Genre-specific trailers emerged, with comedies highlighting humor and romances emphasizing romance.

Post-WWII Era (1950s-1960s)

gmarinh1_ — 2023-11-02 19:41:02 UTC

Innovations in color and widescreen technology influenced trailer aesthetics.

- Trailers began to use bold graphics and typography.

- Horror films used suspenseful editing, while adventure films showcased action sequences.

The above trailer is one of the most popular of the era. 1960's film "Psycho" by Alfred Hitchcock's

New Hollywood Era (1970s-1980s)

gmarinh1_ — 2023-11-02 19:46:11 UTC

Trailers became more experimental, reflecting the changing cultural landscape.

- The advent of television led to shorter trailers.

- The exploitation of sex and violence in trailers, particularly for grindhouse films, gained popularity.

The movie trailer above is of Francis Ford Coppola's "Apocalypse Now" (1979)

Golden Age of Blockbusters 1980s-1990s

gmarinh1_ — 2023-11-02 21:52:09 UTC

Rapid editing and music became key features, with popular music tracks often defining the mood.

- Action films had fast-paced, adrenaline-pumping trailers.

- Comedy trailers featured quick jokes and one-liners.

Above is an example of an action movie trailer from the era. "Terminator 2: Judgment Day" (1991)

1980's- 1990's Comedy Trailer

gmarinh1_ — 2023-11-02 22:00:56 UTC

One stylistic example of comedy trailers of this era is "Dumb & Dumber" (1994)

2000-2010 (2000's era)

gmarinh1_ — 2023-11-02 22:18:39 UTC

The internet and digital distribution changed how trailers are marketed and consumed.

- Teaser trailers and viral marketing campaigns gained popularity.

- Trailers became more sophisticated, employing advanced CGI and visual effects.

- Niche genres like superhero films and franchises dominated, leading to formulaic trailer structures.

An example of the era is The Dark Knight (2008): Christopher Nolan's Batman sequel had an impactful trailer for the times, featuring Heath Ledger as the Joker accompanied by stirring music.

Jerry Seinfeld (2000s Era) BEE MOVIE

gmarinh1_ — 2023-11-02 22:22:32 UTC

Comedian Jerry Seinfeld is known for his involvement in the marketing campaign for "Bee Movie" (2007). His creative and humorous approach to promoting the film, including making appearances in character, helped set a new standard for innovative trailer marketing.

J.J. Abrams (2000s-2010)

gmarinh1_ — 2023-11-02 22:28:00 UTC

Filmmaker J.J. Abrams is known for his secretive and teaser-heavy marketing campaigns for films like "Cloverfield" (2008) and "Super 8" (2011). These campaigns generated significant buzz and anticipation.

Trailer above is of "Cloverfield" (2008)

Modern Trends (2010s-Present)

gmarinh1_ — 2023-11-02 22:32:42 UTC

Trailers often reveal less of the plot to avoid spoilers.

- Music choices are carefully curated for emotional impact.

- Social media and YouTube have become essential platforms for trailer releases.

- Genre-specific tropes continue to evolve, with horror trailers relying on tension-building and sci-fi trailers emphasizing world-building.

The Social Network (2010): The trailer for David Fincher's "The Social Network" effectively used an eerie choral rendition of Radiohead's "Creep" and depicted the creation of Facebook, setting the tone for the film's exploration of social media and its impact on society.

Social Media Platforms (2000's-Present)

gmarinh1_ — 2023-11-02 22:36:50 UTC

The rise of platforms like YouTube, Twitter, and Facebook has transformed the way trailers are released and shared. Studios and marketing teams leverage these platforms to reach a wider audience and create viral marketing campaigns.

The Blair Witch Project" (1999): While this film predates the rise of modern social media platforms, it utilized an innovative online marketing campaign, including a website and faux documentaries, to create buzz and intrigue. It's often considered a precursor to modern social media marketing. (As shown in photo)

Audiences and Fan Communities (2010's-Present)

gmarinh1_ — 2023-11-02 22:49:26 UTC

With the advent of social media and online forums, fan communities have become instrumental in generating excitement and anticipation for films. Fan-made trailers and discussions often contribute to a film's pre-release buzz.

National Screen Service (NSS) (1920s-1960s)

gmarinh1_ — 2023-11-02 22:59:31 UTC

"The NSS held a virtual monopoly on the trailer game until the 1960s, when auteur filmmakers like Alfred Hitchcock and Stanley Kubrick began cutting trailers for their own films." (Dickey)

JAWS (1975)

gmarinh1_ — 2023-11-02 23:02:37 UTC

"The market changed again in the 1970s to promote Steven Spielberg’s Jaws, the world’s first summer blockbuster. That film’s subsequent success helped solidify the advertising model still widely prevalent in today’s trailer strategy: customize trailers to be viewed during prime-time hours of television viewership and then, to the point of near oversaturation, inundate the market with these trailers prior to the film’s release under the blanket hope that potential consumers know of only one movie opening that weekend and their only plan for that weekend will be to see that one movie." (Dickey)

1960s–1970s (Honorable Mention)

gmarinh1_ — 2023-11-02 23:48:58 UTC

Dr. Strangelove (1964): "With this Cold War satire, director Stanley Kubrick doesn't just create an iconic, boundary-busting film; he helps redefine the trailer as a work of art." (Kehe)

Don Lafontaine (1980's-2000's) Honorable Mention

gmarinh1_ — 2023-11-03 00:09:01 UTC

"In his 33-year career, LaFontaine lent his voice to more than 5,000 movie trailers and 350,000 commercials...His ominous, melodramatic baritone became known in the business as the "VOG," or "Voice of God." " (CBS)

REFRENCES

gmarinh1_ — 2023-11-03 00:11:45 UTC

Dickey, E., Darga, J., & Falk, L. (2015, July 1). A brief history of film trailers, or: Turns out this post is not about Peter Orner. Michigan Quarterly Review. https://sites.lsa.umich.edu/mqr/2015/07/a-brief-history-of-film-teasers-or-turns-out-this-post-is-not-about-peter-orner/

Willson, G. (2017, December 6). The evolution of the movie trailer. Vulture. https://www.vulture.com/2017/12/the-evolution-of-the-movie-trailer.html

Kehe, J., & Palmer, K. M. (2013, June 18). The gripping, mind-blowing, thrilling evolution of the movie trailer. Wired. https://www.wired.com/2013/06/art-of-movie-trailer/

CBS Interactive. (2018, August 27). Almanac: Don Lafontaine, the voice of movie trailers. CBS News. https://www.cbsnews.com/news/almanac-don-lafontaine-the-voice-of-movie-trailers/

INCEPTION (2010) Honorable Mention

gmarinh1_ — 2023-11-03 00:19:29 UTC

Inception's trailer created a short trend in other movie trailers of this time. Other movies were specifically taking the low pulsating noise and quick cuts that were used in Inception's original trailer. Some trailer examples are Prometheus(2011), Arrival (2016), and Blade Runner 2049 (2017).

Interactive

gmarinh1_ — 2023-11-03 00:29:06 UTC

What's the first trailer to come to mind when you think of one?