The Evolution of Movie Trailers: From Post-Feature to Pre-Feature

Have you ever pondered the origin of the term 'trailer' in the context of movie promotions? You might be surprised to learn that the practice has evolved quite significantly over the years. In this article, we will explore the changing landscape of movie trailers, from their post-feature origin to their current pre-feature position, as well as the reasons behind these shifts.

Early Days of Hollywood

Back in the early days of Hollywood, previews of new films were shown after the regular feature. This practice was partially due to the common occurrence of 'double features' in theater settings. A double feature typically consisted of two movies, usually 60-90 minutes each, which were shown consecutively. Patrons would come in and watch the first movie, then the trailers, and finally the second film. Therefore, the term 'trailer' was used to describe the commercial advertisements shown after the feature film.

The Transition to Pre-Feature Trailers

Come the 1940s, movies began to get longer, making it challenging to fit two feature films into an evening showing. To overcome this, theaters began to show trailers before the feature film, often during the credits. This change was not just a practical solution but also a strategic move to ensure a higher percentage of the audience would view the trailers.

Interestingly, the practice of showing trailers at the end of the movie was not entirely abandoned. The pre-credit trailer was often a preview of the upcoming film, while the post-credit trailers introduced other upcoming releases. However, the shift to pre-feature trailers became the more prevalent and standardized practice.

The Term That Stuck

The term 'trailer' has persisted in the film industry, despite the change in presentation order. This is because the trailers themselves were often physical trailers that were attached to the back of other films before being shown. The name 'trailer' stuck due to the practical and physical nature of how these advertisements were affixed to the films.

Modern Movie Promotion

Today, movie trailers are a critical component of marketing strategies. They are often produced for different platforms, including theaters, digital media, and television. Modern trailers are not just advertisements but creative works that can generate excitement and anticipation for the upcoming film. The use of dynamic visuals, compelling music, and strategic pacing has helped trailers become a powerful tool in the film industry.

Conclusion

The evolution of movie trailers from post-feature to pre-feature advertisements is a testament to the adaptability of the film industry. Changes in technology, consumer behavior, and marketing strategies have all contributed to the current landscape of movie promotion. Understanding the history of movie trailers can provide valuable insights into the future of film marketing and audience engagement.

Key Points

Originally, movie trailers were shown after the feature film due to the common practice of double features. Theaters began showing trailers before the feature film in the 1940s to increase engagement and exposure. The term 'trailer' has remained despite the change in presentation order, due to the physical nature of the advertisements.

Further Reading

To learn more about the evolution of movie promotion, check out these additional resources:

Empire Online: Unusual Movie Trailers from the 1960s IMDb Trailers Box Office Mojo: The Training to Thrill: How Movie Trailers Were Made