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By the Hammer of Thor’s Lore (& YouTube)
Movie trailers (which now include the subset “teaser trailers”) have evolved into an art form.
It’s true.
There’s an argument to be made that the trailer (or collection of trailers) for certain films is quite literally better than the film itself. I know what you’re thinking: 2 1/2 minutes is better than a couple hours of entertainment?
Well, men think so.
Anyways, this is why the release of a movie trailer online and through various social media channels has become such a grand event for movie fans. Sure, there are still special previews during major television events, like the Super Bowl or March Madness. However, given the immediacy, widespread access and viral marketing dynamic of the internet (ie- YouTube), movie production companies continue to take full advantage of this unrivaled digital communicative infrastructure.
Ladies and gentlemen, I present to you the first teaser trailer for Thor: Ragnarok that will premiere in theaters this November.
12.5 million+ voluntary views and counting on Marvel’s YouTube channel in less than 24 hours.
And this ever-increasing metric is just for the teaser trailer…in April.
2049 is…2017?
Whatever the industry, teaser trailers for movies have changed the game of advertising and marketing.
Exhibit 1,234 (a random number, but it’s a fun number to write and see written) is the teaser trailer for Blade Runner 2049, which is the long-awaited sequel to the 1982 science-fiction film that’s helped define the genre. This trailer release was covered on Jimmy’s Daily Planet back on December 19, 2016 when Warner Bros. Pictures debuted the film’s first look. However, after watching this same trailer dozens and dozens of times (on my computer, phone and Apple TV), something finally clicked. And that is that movie trailers, like Blade Runner 2049, are the modern equivalent of the “Mad Men” era of print ads.
Teaser trailers tell a story with just enough details to inform the viewer, yet not enough information to satisfy one brief look into the movie/the product. The point of this blog post is to consider that the companies or organizations that can successfully tap into and transfer the captivating storytelling power of a teaser trailer into their marketing and/or advertising business plan for their clients will win the day.
And the next day…and the next day…and, you get it.
Even if you haven’t seen Blade Runner or even if you aren’t a science fiction fan, watch this teaser trailer and try to say you aren’t at least slightly intrigued about what happens next in this futuristic world.
Ryan Gosling’s character was right: “Things were simpler then.”
And things are also more exciting now.
Jimmy's Daily Planet 