There’s a lot of talk revolving around movie trailers and how they’re made. It’s a good discussion to have, so let’s have it, and allow me to indulge you with my thoughts and examples for a couple of notable films and their respective trailers.

Comparing the Ghostbusters

I have a mediocre movie trailer for you. It’s the original Ghostbusters trailer. Fitting right? The original Ghostbusters trailer is a good baseline to say, here’s what a movie trailer needs to do.

This is not an analyzation of every piece and scene providing the full breakdown of each and every trailer. That’s where we find ourselves digging our own proverbial trailer graves.

It all comes down to answering one simple question, “Did the trailer I just watch entertain me enough to where I may want to see more?”

The 1984 Ghostbusters trailer hooks me on basic interests: There’s ghosts perusing the streets of New York and here are four dudes anchored by Bill Murray to stop them.

Done. That’s it. I’m sold.

Having watched the 84' Ghostbusters, I can tell the handpicked scenes aren’t focused on getting in the best “humor moments”. The humor in the film is much more tongue ‘n’ cheek and doesn’t work for a trailer.

Don’t force what doesn’t work. And that’s how we get to everybody’s favorite trailer.

I haven’t watched the new Ghostbusters despite my initial excitement. I remember hearing about a remake and being excited that one of my favorite comedies was being remade. I remember hearing about the 4 women idea years ago, I was interested to see where it would go.

Then the trailer came out. I felt disappointed. The first minute was going well, the ghosts are back, and here are some new Ghostbusters. Once again, I’m sold. Then the trailer gave away the comedic tone of the film. In all of the rage of people who were upset with this new installment, what got lost in the backlash was that people didn’t want this movie to lack the comedic presence the original film had. People could just see in the slapstick and humor from the trailer that there was reason to be nervous. Pair that with the politically charged responses, it came off as low brow.

My rule with trailers is that the less you give away the better. Harness my interest, and then leave me wanting for more. Rather, many trailers fall into the trap of assuming my interests and laying their cards on the table to reveal a pair of twos.

Lengthy Revealing Trailers are Hurting Superhero Films

The current mainstream mainstay of movies are superhero flicks. For the most part they sell themselves. Superheroes are either innately fascinating for their personal qualities (Deadpool, Spiderman), or their villains that are just as vibrant and marketable (Batman).

This is an example of grossly shining every possible strobe light in my face and saying look at all these sub plots and special effects we’re going to hodge podge together in 3 and a half minutes.

It’s well done, it’s epic, but the trailers for Dawn of Justice were bad. There’s an opportunity squandered where you could surprise me with Lex Luthor, surprise me with Wonder Woman in the film and how we meet them. As far as the trailers go, they’re just there, existing in this ridiculously long movie trailer that makes me feel like I just watched the entire film.

So let’s go back in time, just a little bit anyway, to the first Iron Man in 2008.

This is a good trailer.

Sure we’ll get some minor plot details, here’s a few exposition scenes, but once we get Iron Man, it’s a thrill ride.

The Iron Man trailer never lingers too long on anything in particular, which is good for a superhero trailer. We’re here for the action, and a fast paced trailer gives us snippets and moments to look forward to. The Iron Man trailer establishes a some of Downey’s signature character that will follow him for the rest of his life, and it’s done through a couple of harmless one-liner’s. In two and a half minutes, you’ve done your job, and got yourself my ticket.

Star Wars

The recent Star Wars trailers are probably the best example of what great movie trailers look like. They capitalize on knowing that less is more. Luckily for Star Wars, their brand is so big that it’s a lot easier to get away with the less is more approach. It’s a bit of a test in confidence. But I believe if more trailers took this approach and did it correctly, you’d have a lot of better trailers.

The sheer amount of trailers, especially the long form teases get ridiculous. I would contend that the best trailer for The Force Awakens was the first trailer. It only shows a minute of footage and is carried by an intense orchestra and foreboding voiceover.

With so much hype surrounding the release of Episode 7, it plays so much better to tease your audience and let them theorize where you’re going to go with the direction of the film. We got a first look at some new characters here, yet we know nothing about them.

In the following trailers we find out a little more about the three characters we were introduced to earlier.

Despite Star Wars: Rogue One not coming in with the same hype train as, The Force Awakens, the trailer style is still similar and just as effective.

We get a new rebellious character on a dangerous mission. Once again, I’m sold. You could say it’s my love for Star Wars, and you’re fair to assess that. But I’m so much more excited for a Star Wars than I am for a Ghostbusters or Dawn of Justice where I feel like I’m already halfway in on where the film is going to go.

Ways of Going About Trailers and Teasers

It all comes back to the selling point of the film. Memento sells exactly to its target audience of people who are in for a psychological thriller. There’s a lot of words spoken, those words come at you a little fast to really process them, but you know there’s a mystery and a strong concept built based upon memory.

There’s a stark contrast in how movie trailers are made today in the YouTube age versus the pre-YouTube age. It’s a lot easier for a film to release multiple trailers as marketing buildup, and it’s what I’m rallying against here.

I like the strategy Zootopia put forth.

Give me a scene that doesn’t run dry. I’ve watched this clip at least 5 times and still laugh at the sloth’s in the DMV.

I’d employ this strategy with the new Jason Bourne trailer and the scene where he knocks the guy out in the fight circle with a haymaker. Give me a minute of that scene, and I’m in.

Also, notice how this 30-second trailer encapsulates what you want and expect from a new Bourne film.

With that, I’m going to go back to watching the 70 new Marvel/DC trailers that have likely dropped in the last few days.