How Would Things Be Different if Studios Didn’t Release Movie Trailers Prior to Release?

The advent of movie trailers has revolutionized the way films are marketed and consumed. They serve as a crucial gateway for audiences to engage with a movie, providing a glimpse into the film's plot, characters, and overall experience. However, imagine a scenario where trailers were not released prior to a film's release. How would such a shift impact the film industry?

Impact on Revenue and Distribution

One of the most immediate and significant effects would be a substantial reduction in revenue. Trailers are an essential tool for promoting films and attracting audiences. Studios rely heavily on the emotional and engaging content in trailers to generate buzz and excitement long before the movie hits theaters. Without these trailers, movies might struggle to find the audience necessary to turn a profit.

Funding and Production

The reduced revenue from box office and ancillary sales could have ripple effects throughout the entire production process. Studios might be less inclined to finance high-budget films, leading to a decline in creativity and innovation in the industry. Additionally, independent filmmakers might face even greater challenges in finding financial backing, severely limiting the diversity of films that reach the big screen.

Promo Activities and Releases

The promotional activities for a film are often tightly scheduled to maximize impact and audience engagement. Without trailers, studios might need to rely more heavily on word-of-mouth, social media buzz, and traditional advertising. This approach can be less effective and less predictable, making it harder to control the release schedule and ensure the film reaches its target audience.

Effect on Marketing Strategies

Marketing strategies would need to adapt significantly without the use of trailers. Instead, marketers might focus more on teaser poster campaigns, social media posts, and behind-the-scenes content. However, these alternatives are not as immediately engaging or impactful as the combined multimedia experience provided by trailers. October 25, 2022, was a true example of this, when a man flying cross-country shared his experience with the CEO of Wrigley’s Gum. The CEO’s analogy that millions are spent on advertising because everyone knows the product by now is also relevant here.

Adaptation to Digital Platforms

One could argue that the internet has already adapted to the lack of trailers through digital marketing, social media, and online previews. However, these channels tend to have a more fragmented audience and are less likely to generate the same level of enthusiasm and anticipation as the fast-paced and emotionally charged trailers. Campaigns like those seen in 2023 might struggle to generate the same level of buzz and early engagement without the trailer format.

Example: Wrigley's CEO and the Speed of Flight

A true story from many years ago illustrates the point. On a cross-country flight, a man sitting next to the CEO of Wrigley’s Gum inquired about the millions spent annually on advertising. The CEO responded by asking a thought-provoking question: “How fast do you think the plane is going?” Stunned by the CEO’s analogy, the man responded, “About 500 miles per hour.” The CEO then contended, “That seems fast enough, I wonder why they don’t just shut off the engines.” This humorous and insightful analogy drives home the need for constant and sustained marketing efforts, much like the way movies require ongoing promotion to generate interest and engagement.

Conclusion

Trailers, much like advertising in general, are a crucial component of the film marketing ecosystem. They serve as a proven method to build anticipation, engage audiences, and generate revenue. Without trailers, the landscape of the film industry would undoubtedly change, leading to reduced creativity, less funding for productions, and a less vibrant and diverse array of films on screen. The lessons from both empirical data and historical anecdotes underscore the significance of trailers in the modern era of movie marketing.