Alright, fellow cinephiles and future Scorseses, let’s get real: if the trailer doesn’t slap, your movie might as well be a two-hour knitting tutorial. Trailers are your first impression, your elevator pitch, your one shot at grabbing the audience by the collar and saying, “HEY! You need this in your life.” Today, we’re diving into the art of crafting the perfect trailer—even before the script is finished. Because let’s be honest, if you can nail the trailer, the movie will figure itself out.
Ready? Let’s roll camera, action!
Step 1: Start with a Bang (No, Literally)
Look, it’s not a real trailer unless you kick off with a shot that makes people sit up and think, “Wait—what am I watching?” Think about the "Cloverfield" trailer: a found-footage New York party, then BOOM! The Statue of Liberty’s head rolls down the street. No one knew what was happening, but everyone wanted in. You want an opening moment that plants a tiny seed of curiosity—preferably with some chaos. Helicopters exploding, mysterious objects flying through the sky, or just a person waking up in a daze after a nightmare. Remember, the first three seconds matter.
Step 2: The Iconic Hook Line
Nothing says “this is going to be epic” like a one-liner that rattles through your brain for days. Think about "Psycho" (1960)—Alfred Hitchcock didn’t even show clips from the movie; he just walked you through the set, building dread until you could feel the hair on your neck standing up. Or "The Force Awakens" (2015) with that simple, spine-tingling “There has been an awakening.” The audience doesn’t need a plot yet, they just need a feeling.
Come up with a hook that will keep people talking. Here’s a freebie: “In a world where time is the enemy…” Does it make sense? Maybe not yet—but that’s the magic of trailers. Ambiguity is your best friend.
Step 3: The Carefully Curated Music (Also Known as "Manipulate Those Emotions!")
If you’re still using royalty-free ukulele music for your trailer, we need to talk. Great trailers are nothing without the perfect track. The "Logan" (2017) trailer used Johnny Cash’s “Hurt” to make a gritty, superhero Western feel like the most emotional ride of your life. Or how about "The Social Network" with a haunting choral cover of “Creep” by Radiohead? The music tells your audience what to feel, even if they don’t know what they’re watching yet.
My advice? Go for something that contrasts with the action. Got a gritty sci-fi film? Try classical music. Explosions and tear-jerking dialogue? Drop a hauntingly slow ballad. The goal here is to make your audience feel something, anything, and keep that emotional tension simmering.
Step 4: Fast Cuts. Faster than Human Thought
Trailers are the definition of “blink and you’ll miss it.” Hit them with rapid-fire cuts of things they don’t have time to process. In "Man of Steel" (2013), we saw brief flashes of Superman’s struggle before a single word was uttered. Action, explosions, people looking dramatically out of windows—it doesn’t matter what you show, as long as it looks cool and leaves your audience desperate for more context.
This is your chance to tease key elements of the story—just enough for the audience to start crafting their own theories. That’s what trailers are, really. Little visual puzzles for people to obsess over on Reddit for weeks.
Step 5: The Hero Shot
Cue slow-motion… Your protagonist, standing alone, backlit by the golden hour, maybe a tear rolling down their cheek. Or better yet, they’re walking away from an explosion without looking back. We need this shot, folks. It’s the moment that will end up on posters and memes. People want to see their heroes larger than life, and this is the shot that sells that fantasy. In "The Dark Knight" (2008), it was Christian Bale’s Batman staring over Gotham; in "Alien" (1979), it was Ripley, bruised and battle-hardened.
Your protagonist doesn’t even need to say anything. They just need to be. A figure of resilience, hope, or pure badassery.
Step 6: The Dramatic Pause, Then Chaos Again
Just when you think the trailer’s reached its peak—pause. Silence. Maybe a soft breath, a faint heartbeat, or a single, whispering line. The tension is suffocating. Then BAM! All hell breaks loose. Think "Inception" (2010)—just when you think your brain can’t handle the bending cityscapes, you’re hit with that infamous BWAAAMMM sound that makes it impossible to look away.
Don’t be afraid to mess with pacing. Trailers are mini-movies that build and release tension in ways the actual movie can’t. So, give them that one-second breather, then hit them with everything you’ve got. Your audience will thank you later.
Step 7: Title Card and Epic Date Reveal
Remember, the title card reveal should be as dramatic as your life decisions after eating too much sushi. Make it BIG. Bold text. Flashy. THIS is the moment your audience knows they’re part of something special. They’re in on the secret now.
And don’t forget the date. Even if your movie doesn’t come out for three years, throw something like “COMING SUMMER 2056” at the end. It’ll give people something to add to their calendars—or at least an excuse to tell their friends, “Hey, did you see that trailer?”
Final Thoughts from Your Trailer-Making Guru
If there’s one thing to remember, it’s this: trailers are teasers, not summaries. They’re meant to lure people in, ignite wild speculation, and make sure everyone has a burning need to see your film on opening night. You want to be the next "Alien" or "The Exorcist"—not just with the film, but with the trailer that started it all.
So go forth and create a trailer that will make people say, “I don’t know what that was, but I need it in my life.” And remember, when in doubt, just add another explosion.
Mirage is the director if ClipTease. A trailer based film festival. Submissions are open! www.filmfreeway.com/cliptease
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