Since the release of Episode IV: A New Hope in 1977, Star Wars has been the ultimate franchise. When A New Hope first released the trailer for the film it was originally just that- a trailer. It was tacked onto the end of films in a movie theatre in an effort to get movie goers back into those seats in a few weeks. However over the years trailers have obviously changed. Now, movie trailers are seen on TV, internet, and radio. And they’re also before movies, instead of at the end. Since the release of Star Wars: The Force Awakens trailers, it’s already projected to being one of the biggest box office opening of all time.
Movie trailers are typically about 60-90 seconds of action packed previews intended to capture the audience’s attention and experience the film without actually seeing it just yet. Each trailer has it’s own form of content, introduces characters and plot points, all while tying the entire franchise together through multiple different marketing channels. Star Wars is a phenomenon with a massive following and extremely loyal fans. From a marketing standpoint we can take away a valuable lesson from movie trailers; in around a minute time span, you are expected to capture the attention of your audience and bring them in. You have to sell your story.
With the attention span of society becoming smaller each year, we are having to figure out how to be more creative to stand out. The audience is well informed and there is competition everywhere. We’ve talked about how to brand yourself, but a bigger question might be what channels to brand yourself. Consider a trailer… well maybe not exactly a trailer but like one. A commercial could be a great way to capture your target audience’s attention to bring them in. Another way to utilize video in your storytelling is in digital advertising. Link your video with targeted ads and video pre-rolls; you can be very specific on your target market to reach the masses. This type of marketing is easily trackable and based off results, changeable!
Movie trailers are unique, just like your video should be unique. Get out there and start telling your story!