Josh Dance
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Final Major Project DM7908
Abstract:
Project to research if the production of modern movie trailers with dedicated social media channels can successfully promote classic and iconic films to a new audience and create a revenue stream.
WordCount: 4982
Table of Contents
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Research
Survey Analysis and Evaluation
Researching the films behind the Trailers
Critique of the Original Trailers
Social Media Trailer Promotion
Sustainable Development Goal 4
Business Case Review
Introduction
This project is to research and set up a Modern Movie Trailers (MMT) channel to promote classic and iconic films with the creation of Modern Movie trailers. The trailers will appeal to a new modern audience and can also be considered as a piece of art created from these films. Previously, trailers were seen as a marketing tool, which led to the classic “In a world” and the overtop narration of the 2000’s.
“Film trailers are a reflection of the decade’s dominant marketing trends.”( LaFrance,2014,[online]).
However, now many trailers are seen, rightfully, as their own art form. This project will allow me to combine the skills from my undergraduate film production degree and this MA digital media course. It will give me the experience to have a career in the film industry.
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Research Aim
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To establish if the creation of new modern movie trailers with a dedicated channel can successfully promote classic and iconic films to a new audience.
Research Objectives
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My objectives are to discover:
The characteristics and techniques that make a modern movie trailer.
How to create a successful movie trailer channel.
If a modern movie trailer creates interest in classic and iconic films.
How important is artistry in trailers?
Ascertain the best social media marketing strategies for trailers.
Determine if a platform revenue stream could be produced.
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Research
Trailer Creation
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Before producing my trailers, I researched into the creation of trailers, finding out about trailer structure, editing techniques and different trailer styles. I looked in detail at the production of some iconic movie trailers. This research led to me discovering new techniques and ideas and I realised that as a trailer editor I could take more creative and artistic liberties than I expected.
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Trailers can be described as “jigsaw puzzles” and “in order to sell that jigsaw puzzle you can’t show the picture on the front of the box” but only “4 pieces of that puzzle”. (Neil, 2023. [online]).
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I watched many videos on trailer editing with a focus on modern trailer style. Modern era trailers can be defined by “Sound and sound effects and music is the soul of the trailer”. (Neil, 2023. [online]). What stood out for me was the incorporation of the “rises” sound and the use of sound libraries.
Sound libraries, Brooklyn (2022) [online]
Modern Trailer Trends
Trailers have become more stylistic. J. Fox, in her video “Movie trailer expert breaks down five trailer styles”(2019) explains these trends. “In a world” narration has been replaced by the use of graphic cards. The use of an establishment shot in the opening scene to show the film setting and provide an introduction into the film is popular. Then there is“the rug pull”, a modern technique where a normal status quo is set up and then dramatically changes.
The most common feature of modern trailers is the use of sound. A “preview pulse”, a sound that sucks you in and sets the tone for the film works in certain genres like thrillers, but not in romantic comedies. Other trends are the reptation of sound, that intensifies in a rhythm that matches the pacing of the trailer.
To broaden the appeal of a trailer different aspects such as a romantic storyline in an action trailer are added. “Companion trailers`’ focussing on different narratives in films which together tell the plot of the film are a new trend.
A24 Film Productions are known for releasing artistic small films and are praised for their creative trailers.
Summarised from Lieu D., (2023) Why A24’s Movie Trailers the Best [online]
Positive comments on A24 trailers
Comments from spoiler trailers, Lieu D, 2019 [online]
Movie Trailer Structure
A modern trailer commonly consists of a 3-act structure.
Summarised from Lieu D., (2019) How to Make a Trailer – Editing 3 Act Trailer Structure [online]
Lieu D, 2019 [online]
Trailer Categories
Lieu (2023) explains how trailers fall into 4 categories.
Summarised from Lieu D., (2023) Why A24’s Movie Trailers the Best
Below are some of the videos I watched on the art of trailer making. See the references for the full list.
Survey Analysis and Evaluation
Survey Aims
I conducted some qualitative research in the form of a survey with film students to gather opinions on what makes a good movie trailer and effective marketing strategies.
Survey Objectives
I prepared a list of questions and converted them to multi select and Likert scale form (agree/ disagree). I had previously submitted the consent and ethics forms with my research proposal, as this is primary research.
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I created the survey on Google Forms.
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I changed the format of several questions to suit the survey ranking formats on Google Forms. Participants data was anonymous, so the consent form was not needed.
I received 40 completed surveys and analysed the results graphically.
Survey Analysis and Conclusions​
Question 1
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This indicates cinematography, star value, plot and theme are important aspects in grabbing people’s attention.
Question 2
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This indicates that people believe that Music and Selective Storytelling are the most effective marketing strategy.
Question 3
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This indicates that most people believe it is wrong to mislead the audience. Therefore, I avoided doing this in my trailers.
Question 4
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This indicates that most people prefer an artistic trailer that represents the film, without showing the best bits. Therefore, in my trailers I tried to focus on the artistic elements.
Question 5
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This indicates that most people believe it is acceptable that the artistry of a trailer can overshadow a film. Therefore, I ensured my trailers had an artistic focus.
Question 6
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This indicates that the vast majority of people do not wish the trailer to spoil the film. Therefore, I ensured that this was not the case for Modern Movie Trailers.
Question 7
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This indicates that most people prefer movie trailers to last between 1 and 2 minutes. Less than 1 minute is too short and longer than 4 minutes is too long. Therefore, my trailers are between 1 and 3 minutes.
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Overall, the survey indicates that movie trailers should focus on the following:
Artistry
Cinematography
Trailer length 1 – 3 minutes
Researching the Films behind the Trailers
The first step to creating a trailer was to watch the film and make notes on possible clips and audio to use. Below are my thoughts on Psycho.
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Notes on Psycho (1960)
Psycho is a thriller/horror film directed by Alfred Hitchcock. Despite Psycho having a famous plot twist, my plan was to edit the trailer as if it was being released today, without the audience knowing the twist. This would attract a new audience to the film, without spoiling the film.
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I watched the original 1960s theatrical trailer as it was important to see how the film was originally advertised.
I also researched trailers of other thriller and horror films for ideas and style.
Critique of the Original Trailers
I watched the original trailers for the films as it was important to see how the film was originally advertised. These trailers are not suitable for a modern audience, and are often corny and dated. The Strangers on a Train trailer hasn’t aged well and focuses on marketing techniques that wouldn’t work on audiences today using superlatives such as:
Audiences are used to seeing every film advertised as “the most exciting film of the year”. The trailer focuses heavily on advertising the film using the plot and star value. It doesn’t make good use of music and has long unedited clips and jarring “PowerPoint” transitions, making it boring to watch. My trailer is more entertaining, using thrilling music to create intrigue.
The original Taxi Driver trailer was poorly edited with no structure and appeared to be an assortment of clips from the film. It relied heavily on narration, advertising the stars of the film and the plot, and isn’t stylistically satisfying to watch. My Taxi Driver trailer is a modern character trailer designed to sell the film. It builds suspense and introduces the audience to the iconic character of Travis Bickle.
The original Good Will Hunting trailer is structured and well-editted. However it relies on outdated narration to explain the plot, and uses music which does not match the film. My modern trailer is more stylistic and entertaining, focussing on the character, and using the acoustic version of a song which features in the film.
Alfred Hitchcock took a different approach to advertising Psycho compared to trailers of the time. He gave a tour of the film set as if the events of the film had actually taken place and gave hints about the characters without spoiling the plot. This avant garde unique trailer however is not exciting or engaging. I have created a trailer which keeps the mystery surrounding the film intact.
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The original trailers for both Schindlers List and Raiders of the Lost Ark follow old trends such as voice over narration and heavy appeal to star value. My modern trailers follow a structure that is more appealing to todays audiences, using music throughout and focussing on capturing the essence of the film, without spoiling it.
Audience Demographics
Audience Demographics for film are discussed by J.Fox in her video ‘How movie trailers are created’ (2020). There are 4 major demographics known as quadrants.
Vanity Fair (2020) [online]
Certain genres appeal to certain demographics, such as action films and blockbusters appeal mainly to younger males. Therefore to broaden the appeal of a trailer, different elements should be focussed on to attract a different audience.
My trailers will appeal to under 25’s who are discovering these films for the first time. These viewers will be from TikTok and Instagram, media platforms popular with this age group. However, I also aim to attract the middle aged audience who may rediscover films they haven’t watched in years. These viewers are more likely to come directly from YouTube.
Copyright/ Authority
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To use clips from a film, you need to obtain permission from the copyright owners. However, UK law contains a list of exceptions which includes private study or non-commercial research, educational uses, critique and reviewing works, and archiving and preservation. My trailers are for educational purposes and non-commercial research. Potentially, my work is transformative as I have critiqued the original trailers, comparing them with modern versions. This comes under “fair use” principles and does not need permission.
Disclaimers can be added stating that the video is provided under Fair Use Copyright Disclaimer under Section 107 of the Copyright Act 1976.
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Copyrightuser.org, 2023 [online]
Programme Plan
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To Project Manage my Final Major Project, I produced an outline schedule with key milestones.
(See larger diagram in the appendix.)
I identified key milestones to focus on dates to complete items, to deliver the project on time. I also allowed 2 weeks contingency before the submission date.
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Digital media tools I plan to use are in the list below.
Design
I put together a few images which represent my MMT channel to create a mood board.
Logo Design
The first step was to design a logo for the MMT channel and brand.
I took inspiration from the simplicity of the YouTube logo which incorporates the video play symbol.
I also looked at the logos for other YouTube channels showing movie trailers.
Some logos showed a clear link to film and cinema, but others were unclear. I decided to keep my logo clear and simple, feature a film icon and show the name of my channel. I was inspired by the black and gold colour scheme of one of the logos.
Sketches of the logo design
For the MMT logo I added an old film tape design to the video play symbol. As videos are the primary output of MMT, and YouTube is the primary social media channel, I felt this symbolised the MMT channel.
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I then created some sample logos using Looka.com. This tool was simple to use and created many variations of the logo using my preferred colour palette and theme.
This is the final design. The logo is simple, showing the channel MMT initials, with a clear link to film.
The creation of the introductory sequence for the MMT trailers
To further strengthen the brand identity of MMT, I created a motion graphics intro using Adobe Premier Pro. I added this intro to all of my trailers. I originally intended to use After Effects to create this sequence but Premier Pro was more suited to this type of footage.
Storyboard of Introductory Sequence
Since the early 70’s, classic films have been played on tv channels such as BBC2. This inspired me to base the introductory sequence on a famous iconography of film and tv. The intro opens by fading in from black with a tv slate, which then transitions into the tv “crash and beep” sequence. The film slate acts like a film certificate, allowing me to introduce the trailer and show its run time.
I followed this with more famous iconography from the history of film such as film reels, a VHS tape loading, and film projector sound, overlayed on the VHS tape.
I used images of burning film, an issue with old movie projectors, to transition to the “Modern Movie Trailer” logo.
Additionally, I added a watermark to my content to further strengthen brand identity. I used a soft overlay in Premiere Pro to place the MMT logo over the bottom righthand corner of the trailer. This blended the logo into the video.
My aim for the motion graphics intro was to take the audience through a journey of film, representing the different eras of film, whilst strengthening the brand identity of “Modern Movie Trailers”. I believe I have achieved this.
My Style – Brand Identity
The style of my trailers is evolving as I become more experienced. To make the trailer artistic, I put the essence of the film or character into an entertaining short video. I like to use narration for the film to tell the audience about the character rather than the plot. Additionally, I use iconic music from the film and have a three-act structure with buttons after the film title.
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As standard, my trailers all feature the MMT logo, introductory sequence and watermark to identify them.
Accessibility
Video accessibility is the ability for everyone to understand and enjoy an online video.
Summarised from Soundstripe, 2023 [online]
To improve accessibility for viewers of my trailers I added subtitles using YouTube Captions as it provides the option to turn the subtitles on or off. I eliminated background noise as much as possible with my tutorial videos. Some of my trailers use narration which is clearer than dialogue. Other ideas to improve accessibility would be a clearer voice for the tutorial, and translation into other languages.
Societal and Ethical Issues in Film Trailers
Ethical issues can be raised by misleading film trailers. The trailer is an advertising tool to entice distribution companies and to appeal to mass audiences. Cook (2007), a Hollywood trailer editor stated that “People say there is no truth in advertising and that trailers lie,” And he went on to describe his role in trailer editing: "In this industry I'm forced to bend the truth to make the product look more appealing.” My survey highlighted this concern. I have produced my trailers to give an accurate representation of the film without spoiling it.
Trailers are subject to the same rating restrictions as the feature film. My trailers have adhered to these guidelines and would have same rating as the film.
BBFC,2023 [online]
The Trailers
In my research proposal I planned to make modern movie trailers for old classic films. However, I have chosen a range of iconic films and have not been limited to classic films. This is because iconic films have a fan base and will create greater interest in my channel. These films all vary in style and presented their own issues in creation of a modern trailer.
The films I have chosen and reasons for choosing them are:
Thumbnails
From my previous research I discovered that thumbnails are important to the success of YouTube videos. A well-designed thumbnail is attractive to click on and tells the audience that the video is high quality.
I created my thumbnails using Adobe Photoshop.
Using “Good Will Hunting” as an example, I chose a recognisable image from the film. Matt Damon adds star value and attracts his fans to the video.
I rasterized the layer to make it editable. I flipped the image so that the title text didn’t cover the face as people read left to right.
I made the image more visible by moving it to the right and used content aware to increase image size and fit the thumbnail dimensions.
I only used a couple of elements to keep the thumbnail simple. I chose a bold, eye-catching font. To make the lettering stand out, I applied a drop shadow and a slight black stroke.
Every thumbnail will use the same font and layout for brand familiarity and consistency.
Creating the trailer for Psycho
I imported the Psycho film into Premier Pro.
I went through the film, highlighting the clips and audio to use.
I went through the film, highlighting and taking the clips and audio I wanted to use.
I colour coded the scenes from the first act in yellow, second act green and third act in pink.
I added the iconic Psycho theme music to the soundtrack for the trailer.
To add star value, I added the title card “Directed by Alfred Hitchcock” to promote the trailer.
I edited the clips together, using effects such as dip to black and exponential fade. Using an audio extractor I separated dialogue from music for the narration. When the edit was finished, I added the motion graphics intro and exported the video.
Social Media Trailer Promotion
Once I had completed the trailer, I then made a promotional TikTok using clips from the trailer
I posted the promotional edits and the thumbnails on the social media platforms.
Psycho thumbnail on Instagram
Using Instagram’s new music feature, I posted the thumbnail with the iconic Psycho theme music to advertise the trailer.
I received some excellent feedback on the Psycho trailer and my content was also shared.
Comments on Instagram
I also put the post on my Instagram story along with the edit and a poll, and added it my highlights, to further advertise the trailer.
Instagram poll for Psycho
I posted edits and the trailers on TikTok to advertise the YouTube channel.
Instagram Campaign
My objective with Instagram was to gather an audience of film fans, to whom I could advertise my content. Therefore, I built up a film Instagram page by regularly posting film content I had created such as film edits or quizzes. I built up the Instagram followers over a month preceding the release of the trailers.
Once I had built a following of film fans (now at over 1000 followers), I rebranded the Instagram page to Modern Movie Trailer content and to advertise the MMT YouTube Channel. This was a successful method of creating interest in my YouTube channel. I also messaged all of the followers with details of the MMT YouTube channel and received many encouraging replies.
Here is the link to the Instagram MMT page:
Original Instagram page and updated Instagram page with MMT content
On the Instagram MMT page, I posted film edits I had created, alongside the thumbnails. To further engage my audience, I created Polls with questions on my latest released trailer’s film.
On the release of the 5th Indiana Jones film “Dial of Destiny” (2023), I posted the film poster and a poll. I had already produced a trailer of the first film “Raiders of the Lost Ark” (1981) to coincide with this release. I hoped to use the hype surrounding this iconic film release to market my YouTube channel. However, “Dial of Destiny” was critically panned and a box office flop, killing any hype towards the film. The poll results showed 91% hadn’t seen the film, and there was little interest in my trailer.
TikTok Campaign
On TikTok, I created daily film content such as “Guess the film” to build up a following of film fans.
Original TikTok page
Once I had built a following, I then rebranded the TikTok page to show my MMT content of trailers and film edits. This was a relatively successful process, and I was able to gain more followers and had interest from other film channels.
Rebranded TikTok page
To advertise my TikToks on the platform I used relevant hashtags to find the right subculture such as #edit, #MartinScorsese, #film or #trailer. I also ensured I used trending sounds on TikTok edits, and I engaged with film and edit communitities. I posted my TikToks in the morning as this worked well. All of this improved viewings. The Schindlers List TikTok performed well reaching 2286 views in 2 months.
Final Outcome TikTok page
YouTube Campaign
In my FMP research proposal, I found that YouTube was best social media channel for the trailers due to the popularity of film content on the website, and the success of similar videos on other YouTube channels.
The channel gained 70 subscribers and the most popular trailer was Taxi Driver. The Shorts posted on YouTube were very successful with Good Will Hunting getting the most views.
Here is the link to the YouTube MMT channel:
Sustainable Development Goal 4
Movie trailers can indirectly contribute to SDG 4 by:
MMT trailers promote films in all of these categories. Taxi Driver (1976) delves into the social issues of loneliness, racism, mental health and urban decay. Psycho focuses on the social issue of mental health. These films shed light on mental illness and the social taboos surrounding it.
Good Will Hunting touches on the theme of education and overcoming socio-economic barriers and social issues such as class divisions. Raiders of the Lost Ark provides a glimpse into archaeology and ancient civilisations. Schindler’s List tackles historical and social issues.
Additionally, I created an educational video called “The History of Trailers: Art or Advertisement”. View the 90 second clip below.
Business Case Review
Revenue streams from social media depend on a number of factors and the revenue scenarios should only be taken as an approximation. The number of followers, topic, postings, views and likes are key factors.
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To drive my channel towards maximising revenue I need to increase the number of subscribers and number of views.
The 6 MMT trailers were released over the course of a month from late June 2023. Below is a table of analysis of viewing figures for the first 2-3 months for the different platforms.
Key findings:
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The most successful trailer varied by platform.
The number of Instagram followers were significantly higher than TikTok and YouTube.
TikTok was the platform with the most viewings.
I was able to view my YouTube channel analytics in YouTube Studio, although there was not enough data to show some results.
To determine if a successful revenue stream can be produced from creating modern movie trailers, I created the table below based on using an online revenue stream calculator on the Influencer Marketing Hub.
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The revenue stream for these scenarios for TikTok was not significant so this was not included.
To achieve a successful revenue stream of £5,000 per year, scenario 1 indicates that I would need to achieve 10,000 followers on Instagram and 375,000 views on YouTube. Based on extrapolating my initial data, and the posting of 75 trailers, I believe MMT could achieve this with further postings and analysis of data to determine the types of trailers which are most successful for each platform. Long-term, revenue streams could significantly increase with more postings and followers.
Critical Review and Outcome
I researched the characteristics and techniques to make a modern movie trailer and was able to apply this knowledge to creating artistic modern trailers. Some trailers were easier than others. The most difficult trailer to produce was ‘Raiders of the Lost Ark’ as I found it hard to pick clips and music. I consider this trailer to be the least effective, although it did better on TikTok.
Creating a successful channel on YouTube takes several years, and I only had 3 months. I built up a film fan following from Instagram and TikTok, and then introduced my modern movie trailers, directing fans to the YouTube channel. This was a successful approach to build up YouTube subscribers. I also had success with my trailer posts being shared on Instagram by other movie channels.
The YouTube Studio app was useful for tracking performance of the trailers on the MMT channel and also highlighted any concerns with the videos. This enabled me to rectify any issues such as copyrighted music in order to stay within the platforms guidelines.
The modern trailers certainly created interest in the films. YouTube shorts were an effective marketing strategy to obtain more viewings, and some shorts did remarkably well for viewing figures. Posting edits and thumbnails with music on Instagram and TikTok was also successful, and these postings received many views and comments. My most successful trailer was Schindlers List on TikTok with 2350 views, even though TikTok required me to use music from the TikTok library rather than my edited music.
My survey showed that artistry is important in trailers, and I worked hard to produce an artistic trailer, using music, mood and tone. I consider the Good Will Hunting trailer to be the most artistic. It is definitely my most successful trailer on YouTube.
To improve the educational quality of my project I produced an online video tutorial titled “The History of Trailers: Marketing or Art”. The sound quality of this video needs improvement as I recorded the audio without a microphone. The long paragraphs of narration were difficult, and some words are unclear. If I was to redo the video, I would make it shorter and snappier, invest in a proper mic, use sound effects and shorter clips. Additionally, I could hire a voice actor to improve the narration and sound quality.
Future Enhancements
My TikToks were incredibly successful and I gained many followers on Instagram. In the future I could prioritise other platforms. A survey of my followers may help to fine tune which platforms are best for my content. I did experiment with Reddit, posting some content, and found barriers in place to delay posting of links to YouTube. I will explore using Reddit more as I was encouraged by some favourable comments.
The educational video could be produced as a series of shorter videos as there is an interested audience for these.
Conclusion
The Modern Movie Trailers channel has enjoyed initial success, and with time to create more trailers, it could be built up into a successful venture. It will require a continuous stream of new content and marketing to improve viewings and gain more subscribers. However, the channel has made a promising start and shown me that a revenue potential is possible.
My modern trailers are more artistic than the original dated trailers. I have created mood and tone trailers with iconic music which reflect the expectations of a modern audience. These trailers have caught the interest of film fans, and I have received many encouraging comments.
I have utilised skills from my digital media course and focused on branding my trailers, creating an introductory sequence, watermark and logo, and adding accessible features. All of these factors have helped my trailers to stand out.
I created an educational video essay focussing on whether trailers are art or advertisement. This enabled me to explore this question further with my viewers, and to promote “education for all”.
My aim with this project was to establish if the creation of modern movie trailers with a dedicated channel can successfully promote classic and iconic films to a new audience and produce a revenue stream. From the success of my trailers and channel I can conclude that todays audience has shown interest in these films when presented with modern trailer versions. I can also conclude that the MMT channel has the potential to succeed and create a revenue stream, with additional content and marketing.
Communication with Project Team / Tutors
I emailed my assigned tutors initially to introduce myself. We set up a teams meeting.
17.07.2023 Teams meeting with Rob Blofield.
The following points were discussed:
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Classifying the films as ‘iconic’ and ‘classic’.
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Increasing viewing of my YouTube channel by posting on Reddit.
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Incorporating the aims of SDG 4 ‘Education for all’, by creating a YouTube tutorial.
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Reducing the wordcount, by creating a video on the production of the Taxi Driver trailer.
References
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LaFrance A., (2014) Why Classic Movies Have Terrible Trailers
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Lieu D., (2019) How to Make a Trailer – Editing 3 Act Trailer Structure
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Lieu D., (2023) Why A24’s Movie Trailers the Best
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Vanity Fair (2020) How Movie Trailers are Created
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