I’ve loved movie trailers since my earliest days on the web. As a teenager, I would wait impatiently for postage-stamp-sized previews to download over dial-up. In college, Apple’s trailers site was a daily visit, despite its reliance on the clunky QuickTime player.
Now, decades later, I still adore trailers, but the medium and its surrounding tech have matured. Full HD trailers download almost instantly—even over my DSL connection. The average trailer’s quality has improved, too—it’s less a sloppy afterthought and more a carefully-planned salvo in a months-long marketing campaign.
One recent change to the medium sticks out. Many action-heavy trailers now begin with a stinger—a 4–5 second preview of the trailer’s most exciting scenes, stitched together with fast cuts and scored with a cacophony of rising sound effects. It’s literally a “trailer for the trailer”:
I don’t really understand this trend. “Nano-trailers” make sense on social media; quick cuts catch a user’s eye as she scrolls through Instagram. But why do studios tack nano-trailers onto the trailers themselves? Are viewers more likely to watch the entire preview if the pre-trailer piques their interest? Are we so attention-poor that we can’t wait for a two-minute trailer to slow-boil?
And what’s next? Where does this trend lead? Will we eventually see trailers for trailers for trailers? A half-second megaclip with 12 single-frame smash cuts, scored with a single BWWWWAAAAAP?
My head hurts. ■
- Film strip artwork courtesy of Vecteezy.