A Century of Movie Trailers: From Silent Films to Modern Blockbusters

Introduction

Trailers have been a key component of movie marketing for over a century, evolving from simple advertising spots to the complex and dynamic advertisements we know today. This article traces the history of movie trailers, from their humble beginnings in the silent era to their current role in promoting major blockbuster films.

The Origins of Movie Trailers

The term 'trailer' originates from its early use in cinema, where trailers were shown after the featured film, not before, hence the name 'trailers.' These early advertisements took various forms, from commercial films to short subjects and newsreels. Prior to the advent of television, screenings typically included a mix of content, including cartoons, short subjects, newsreels, and even trailers from the same studio that produced the feature film being screened.

From Silent Era to Sound

The history of movie trailers dates back to the silent era, where advertisements aimed to entice viewers with visual and textual elements. The release of The Jazz Singer in 1927 marked a significant milestone, as it was the first feature film with synchronized sound. This innovation transformed motion pictures and, consequently, movie trailers.

Early Advertisements and Marketing Innovations

The first filmed advertisement appeared in 1897 with the Edison Manufacturing Company’s simple message, "We All Smoke," promoting Admiral Cigarettes. In 1912, the first trailer as we know it today appeared at the end of the serial The Adventures of Kathlyn, setting the stage for modern movie marketing. The advent of this chlorine technique paved the way for the idea of luring customers back to the theater to see the next chapter, marking the birth of serials and previewing other pieces of entertainment.

In 1913, Nil Granlund, an advertising manager for Loew’s Theaters, created an advertisement trailer for the Broadway musical The Pleasure Seekers. This innovation caught the attention of Marcus Loew, who then contracted Granlund to produce more trailers. By 1914, Granlund was also trailblazing by introducing trailer material for upcoming films, using a slide technique to promote Charlie Chaplin's upcoming film. This marked the beginning of a marketing revolution, where trailers became essential tools in film promotion.

Evolution of the Movie Trailer

With the advent of sound, trailers began to incorporate sound, which added a new dimension to their appeal. In 1931, the trailer for Frankenstein by Universal Studios utilized sound to great effect, making it a standout example of how trailers had evolved. The silent era trailers were characterized by putting the cast and crew upfront along with ad copy, while the introduction of sound allowed for more dynamic and engaging content.

Blockbuster films have dominated the trailer business since the 1970s. These films often had plot-heavy, action-packed trailers that generated a high level of anticipation and excitement among audiences. However, the future of trailers is uncertain. As budgets continue to rise, the marketplace is constantly adjusting to what resonates with viewers. Whether it's subversive content, gentler narratives, or a focus on stars, the best part of going to the movies—the teaser and excitement of a new trailer—remains a constant.

Conclusion

The history of movie trailers is a fascinating journey through the evolution of film marketing. From simple advertisements to the complex and dynamic trailers of today, trailers have played a crucial role in capturing the attention and imagination of moviegoers. As the industry continues to innovate and adapt, one thing remains certain: the allure and excitement of movie trailers are here to stay.

Keyword: movie trailers, trailer history, silent era trailers