At barely three minutes long, the humble movie trailer is still your best chance at making a good first impression.
Big-budgeted productions almost always make use of a dedicated trailer house to razzle-dazzle prospective audiences with their visual flair. As an independent filmmaker, you often won’t be able to afford this luxury. And since editing an awe-inspiring trailer is an art form in and of itself, it’s no secret that low-budget independent films are notorious for having poor trailers.
For a self-distributor, having a decent trailer can mean a thousand more views on video-on-demand-platforms within the first week. This makes the unassuming film trailer still the principal way to gain exposure and remain in the public conscience, writes Stephen Garrett of Filmmaker Magazine. A good trailer has a long shelf life and if the potential viewer has a good internet connection, it can be viewed anywhere, anytime; even years after its original release.
The good news is you don’t have to spend a fortune on hiring a dedicated editor, you just need to focus your efforts in the right place.
1. Go big or go home
Your trailer is in essence the condensing of 100 minutes into just two. Since you have so little time to grab someone’s attention, start by putting your best foot forward. Don’t be afraid to include your film’s best moments from the get-go. Excite and entice viewers in equal measure.
Yes, the choice of choosing what material to include will be hellish, so start by identifying some key elements, such as:
- Find a pivotal moment of punchy dialogue;
- Select a dramatic scene showcasing some excellent acting;
- Include, if applicable, a bold action sequence or goofy comedic moment.
The scenes you end up including in the trailer should be the most memorable and exciting. This may differ for each film type and genre, so carefully consider which moments makes your movie stand out.
2. Tell the story, but briefly
Many filmmakers are too afraid to give away too much plot in their trailers, but consequentially they end up with bland promotional material. This is counterproductive.
Why? Well, how will the viewer know if your movie is something they would like to see? You have to cut together scenes that will convey the essence of your story in its most simplistic form.
This does not mean you have to give away the punchline or spoil dramatic reveals. Rather focus on using multiple sequences to break down your story. Rebuild the plot from the ground up; include only the most essential parts.
In short, a viewer should be able to grasp from just seeing the trailer what the genre of the movie is as well as the basic plot progression. You’ll need to connect with your viewers instantly and coax them into wanting to see the rest of your movie.
3. Nail the TRP
One of the biggest problems faced by filmmakers editing their movie’s trailer, is nailing the tone, rhythm and pacing thereof. According to Noam Kroll of Premium Beat the best starting point in nailing the TRP, especially for editors new to this, is to give your trailer a three-act-structure, much like a traditional feature length film.
First highlight your characters and the setting, next illustrate some form of obstacle or complication faced by your characters. Lastly show how these issues become more intensified, purposefully leaving the resolution out. This way you not only build excitement within the 2-minute span of the trailer, but you also make the viewer anticipate seeing the climax of the final film.
A well-cut trailer has a flowing motion to it; a clear sense that everything plays off everything else. It propels the viewer through the experience of eventually watching the film. Above all the trailer should be seductive, enticing and exciting.
Off course music also has an integral part since it plays a huge role in creating your audience’s overall perception of what your film will be like. Picking the wrong music will not only clash with the true nature of your film, but may leave your viewers feeling disengaged and uninspired, adds Noam.
Remember that your choice in music needs to help guide the audience through a variety of emotions to truly achieve the necessary impact. Be sure not to choose music based on personal preference, but rather let the film and the visuals guide you in choosing the perfect score.
If you’re planning to distribute your next film online, be sure to take these three things into consideration before doing so.
