Trailer Strategy
The planned approach to creating and releasing movie trailers to build anticipation and drive audience interest before a film's release.
Definition
Trailer strategy encompasses the creative approach, timing, and distribution of promotional trailers designed to maximize audience awareness and interest. Studios typically release multiple trailers—teaser, official trailer, final trailer—each serving different purposes in the marketing campaign.
Effective trailer strategy considers when to reveal the premise, which scenes to show (and hide), what tone to convey, and where to release (theatrical, online, events). Trailers are tested with audiences, refined based on feedback, and released strategically to maintain momentum toward opening weekend.
Why It Matters
Trailers are the primary tool for converting awareness into intent. A great trailer generates buzz, creates viral moments, and drives pre-release discussion. A poor trailer can doom an otherwise good film by misrepresenting it or failing to create excitement.
Trailer release timing and platform strategy have evolved dramatically. Dropping a trailer during the Super Bowl reaches massive audiences but costs millions. Releasing online first allows organic viral spread. Studios now coordinate trailer releases with live events, influencer partnerships, and social media to maximize impact.
Examples in Practice
"Avengers: Endgame's" trailer strategy reveals just enough to excite fans without spoiling the plot, generating 289 million views in 24 hours and breaking records.
A horror film's teaser trailer reveals almost nothing but creates viral intrigue through atmospheric tension—driving millions in earned media from speculation and discussion.
A comedy's trailer tests poorly because it gives away all the best jokes, prompting a recut that preserves surprise and improves opening weekend performance by 20%.