That's a wrap; wind reel and print - but did you remember about the trailer? It's often the last thing a filmmaker thinks about, but it might be the first indication anyone has of what the feature is about, how good it is and whether or not to spend some of their hard earned pay on going to see it next week. It's your pitch to the punters, so let's make it a good one. Here's how. A trailer should be no longer than two-and-a-half minutes - shorter is even better.
I'll write that again because it is important and I will write it in bold, as well.
A trailer should be no longer than two-and-a-half minutes - shorter is even better.
Now you are 90% of the way towards perfecting the art of the trailer. Keep it short, keep it snappy, keep it pacey. Now it's time to tackle the remaining 10% of the essentials and we'll follow that with a quick check-up on the absolute never, never -do this at your peril- do not do's; if you get my meaning.
Ten Elements of an Effective Trailer
1 Quick Cuts
Cool shots driving a simple story.
Shot length down to 1/3 second over pumping driving music
Don’t let style get in the way of substance
2 Graphics That Grab You
Cool graphics are a great plus
Be creative, be different
Make sure trailer graphics are a change from film title graphics
3 Original Music
4 Tell the Story
But don’t throw it all away!
Spell it out if you need to
In broad strokes, using narration
Leave the audience wanting more
5 Use Positive Reviews
From creditable press outlets, known film critics
Use big bold quotes, white typeface against black
Clear the quotes with those providing them
6 Sound is critical
It has to be great.
Spend time on the sound mix
If you cant understand an actor neither will a punter
Br prepared to go for ADR just for the trailer if necessary
7 Star Power
If you’ve got one – flaunt them
Even a cameo of an aging star pulls weight
Use them extensively in the trailer
8 Shorter is Better
One minute, two, but no more than two-and-a-half
ALL cinema trailers are less than that c/o MPAA
9 Come on With a Bang!
10 Go Out With a Bang!
TRAILER DONTS
1 Don’t Use a Features Editor!
2 Don’t Fear Out-takes
Use them in the trailer of they are right for the job
Hollywood does it all the time
Shooting for the trailer is OK too!
3 Don’t show nudity
4 Nothing dragged-out
5 Don’t bore your audience
6 Uncleared music is a no-no
7 Poor picture quality is a no-no
8 Don’t steal other people’s shots
9 Don’t tell them the ending
10 Not too Long
EDITOR'S NOTE: Netribution welcomes contributions that cover tricks of the trade for filmmakers. If you have some insider knowledge you would like to share, write us a short paper on it and we will circulate it to the filmmaking community for the benefit of us all.