The Art of Film Promotion: Should Filmmakers Create Their Own Trailers?

As a professional in the field, I have edited trailers for major studios such as Disney and have seen firsthand the importance of a well-crafted trailer in the success of a film. Creating a trailer is a distinct art form that requires a unique set of skills, and often, filmmakers lack the necessary emotional distance to excel in this craft. In this article, we will explore the differences between filmmaking and trailer production, the key aspects of making an effective trailer, and the potential pitfalls of a filmmaker creating their own promotional piece.

The Distinction Between Filmmaking and Trailer Production

Many people might assume that trailer production is simply a matter of condensing a film's story into a 90-second or 3-minute video. However, this belief overlooks the sophisticated nature of trailer creation. While it is indeed a disjointed version of the film, it serves a much different purpose – that of a marketing tool designed to entice viewers. It is a specific craft that requires a different set of skills from the ones needed to direct a film.

Filmmakers often lack the necessary emotional distance to understand the trailer's role in selling the film. A successful trailer does not merely tell the story; it doesn't give away every detail of the plot. Instead, it provides enough information to give the audience a sense of the film's concept without completely ruining it. The goal is to create intrigue and generate excitement, not to disclose the entire narrative.

Why Filmmakers Benefit from Hiring Trailers Houses

Given that trailer production is a separate craft requiring specialized skills, it is often more beneficial for filmmakers to hire professional trailer houses rather than attempting to produce the trailers themselves. These companies employ individuals who understand the psychology of audience engagement and are adept at crafting trailers that effectively promote the film.

There are several reasons why hiring a professional trailer house is advantageous:

Expertise in Marketing: Professional trailer houses have a deep understanding of what motivates people to watch films. They know how to frame the story to capture the audience's attention and encourage them to see the movie. Objective Perspective: Filmmakers may be too close to their work to make objective decisions about what the trailer should include and exclude. A third-party perspective can provide valuable insights into what will resonate with the audience. Efficiency: Professional trailer houses are skilled in creating trailers quickly and efficiently, which is crucial for the fast-paced nature of the film industry. Filmmakers, on the other hand, may not have the time or resources to produce a trailer as effectively. Ensured Quality: Professional teams are more likely to produce a well-polished final product that aligns with the film's marketing strategy. Quality control is crucial in promoting a film effectively.

The Potential Pitfalls of Filmmakers Creating Their Own Trailers

While it might be tempting for a filmmaker to create their own trailers to save money or maintain creative control, this approach can backfire. Filmmakers may unintentionally give away too much of the plot or fail to capture the essence of the film in a compelling way. This can harm the film's chances of success at the box office and on streaming platforms.

A good example of this is the release of Avatar: The Way of Water. James Cameron, the filmmaker, was heavily involved in creating the trailer for his sequel. While the trailer was visually stunning, it inadvertently revealed too much of the plot, including key moments and twists that were not intended to be seen until the actual film. This prematurely ruined the audience's experience, negatively impacting the film's perceived value.

Conclusion

In conclusion, while it is possible for filmmakers to learn how to create trailers, it is rarely a good idea to attempt it alone. Trailers are a marketing tool and a distinct art form that requires specialized skills. Hiring a professional trailer house ensures that the marketing campaign is effective, maintaining the film's secrecy while generating excitement and anticipation. Filmmakers can focus their energies and resources on the primary creative work – the film itself – and leave the promotion to the professionals.

For those interested in pursuing a career in trailer production, the skills are transferable and in high demand. For filmmakers, working with professional teams can lead to more successful marketing campaigns and better box office performance. However, it is essential to recognize the difference between the art of filmmaking and the art of trailer production. Understanding this distinction can make a significant difference in the overall success of a film.

By leveraging the specialized talents of trailer houses, filmmakers can ensure that their marketing materials effectively promote their work, ultimately leading to greater rewards and more meaningful audience engagement.