The Art of the Teaser: Why Long Trailers Often Reveal Too Much

There is a common complaint among movie enthusiasts: why do long trailers almost reveal the whole movie? This question captures a growing frustration, as the prevalence of revealing trailers increases, at the expense of pacing and suspense. In this article, we will explore why this is happening, the importance of withholding detailed plot points, and the business aspect behind trailers.

Why Do Long Trailers Reveal So Much?

One of the most common reasons behind revealing trailers is a potential lack of a strong script. When a movie fails to captivate audiences with dialogue and storytelling, filmmakers often rely heavily on visual effects, action, and spectacle to draw in viewers. This can lead to trailers that showcase the movie's most flashy scenes, leaving little room for surprises. In effect, the trailer becomes so visually captivating that it's hard for the audience to resist the urge just to see those scenes live.

Another factor is the target audience. Often, moviegoers prioritize visceral entertainment over deep narratives. If a trailer succeeds in providing a thrilling spectacle without much explanation, it can be more tempting for casual viewers to watch the movie. For example, a movie filled with action, magic, or special effects can entice viewers to watch, even if they already know the basic plot. This attitude of prioritizing spectacle over substance can exacerbate the problem of revealing too much.

Marketing Strategy and Cliffhangers

Trailers serve a critical role in marketing a film. How much they reveal versus conceal is not just a matter of artistic choice but also a strategic one. Releasing a trailer that shows too much can dampen the curiosity that drives people to seek a full viewing experience. Conversely, a tantalizing yet mysterious trailer can create interest and anticipation. Hollywood studios often employ editors to craft trailers that hint at the story without giving away every detail. This approach leaves room for imagination and buildup.

Consider the effectiveness of trailers like Blade Runner 2049, Get Out, and Dunkirk. These films' trailers carefully curated their displays to raise questions and intrigue without revealing the full story. This encourages audiences to see the movie to uncover the mysteries.

Challenges of Long Trailers

The practice of showing too much in trailers can have several drawbacks. For one, it can make viewers wary of trusting the trailer to accurately represent the film. When a long trailer reveals key events or pivotal plot points, it can leave audiences feeling misled or unsatisfied if the actual movie doesn't meet those expectations. This can lead to a negative reception and reduced audience turnout.

Moreover, long, revealing trailers can sometimes outweigh the movie's actual plot with spectacle and visual flair. This can lead to disappointment for viewers who are expecting a more substantive narrative. Movies that rely too heavily on special effects without strong storytelling can suffer from a lack of depth when screens go black in theaters.

Practical Examples and Expert Insights

Working in the film industry as a trailer editor at companies such as Universal Studios, Warner Bros., Fox Star Studios, and Sony Pictures, I’ve had front-row seats to the editing process of trailers. One striking example was editing the trailer for Fast Furious 8. Under the guidance of editors like Christian Wagner and Paul Rubell, we focused on creating a teaser that hinted at key moments and sequences without spilling the full narrative.

Understanding how to craft a teaser is both an art and a science. We learned to manipulate shots, edit sequences in a way that creates ambiguity, and highlight elements that would excite the audience without necessarily revealing the entire story. This involves using techniques like cliffhangers, mystery, and visual suspense to keep the audience engaged and curious. The goal is to create a trailer that perfectly balances anticipation and information, leaving just enough to the imagination to ensure audiences see the movie.

In conclusion, the tendency of long trailers to reveal too much is a complex issue in the world of film marketing. While it might be tempting to show everything in hopes of attracting more viewers, strategic and teasing trailers often create more lasting fascination and anticipation. Understanding the art of editing and the importance of suspense could help filmmakers and marketers to strike the right balance, ensuring that movies remain a source of wonder and surprise, rather than a pre-viewing spectacle.