Movie trailers manipulate you by strategically employing psychological techniques, carefully curated editing, and evocative music to create an emotional experience that bypasses critical thinking and cultivates anticipation. They present an idealized version of the film, often exaggerating its strengths and obscuring its weaknesses, to drive ticket sales.
The Art of Deception: How Trailers Work
Movie trailers are powerful marketing tools, and like any marketing strategy, their primary goal is to persuade you to take action – in this case, to buy a ticket. But beyond simple advertising, trailers engage in a sophisticated form of manipulation, tapping into our emotions, expectations, and desires. They achieve this through several key mechanisms:
Emotional Manipulation
Trailers are masters of emotional manipulation. They expertly utilize music, sound effects, and visual cues to evoke a specific emotional response. A swelling orchestral score during a heroic moment can instill a sense of awe and inspiration. A sudden, jarring sound can create suspense and fear. The choice of colors, lighting, and even the pace of the editing all contribute to the overall emotional atmosphere. They prey on our desire for excitement, romance, laughter, fear, and even nostalgia. This emotional connection makes us more likely to remember the film and feel compelled to see it.
Selective Editing and Context Removal
Trailers rarely show the entire scene or provide complete context. They carefully select the most visually striking and emotionally charged moments, often stringing them together in a way that distorts the narrative. This cherry-picking of scenes creates a heightened sense of drama or excitement, even if the actual film is slower-paced or more nuanced. Lines of dialogue are often taken out of context, given entirely new meaning and emphasis than the full movie provides.
The “Highlight Reel” Effect
A trailer is essentially a highlight reel of the movie’s best moments. It’s designed to showcase the film’s potential, often exaggerating its strengths and downplaying its weaknesses. This can lead to disappointment if the actual movie fails to live up to the heightened expectations set by the trailer. It is rare that the quality of the whole movie measures up to the level shown in a high quality two minute trailer.
Star Power and Celebrity Appeal
The presence of well-known actors is a powerful draw for many viewers. Trailers prominently feature these actors, often showcasing their best performances or most iconic moments. This taps into our pre-existing affinity for these stars and their previous work, making us more likely to see the film, in the hope that it is similar to their popular roles.
Narrative Framing and Misdirection
Trailers can create a completely misleading impression of the film’s plot, themes, and characters. They might hint at plot twists that don’t exist, focus on subplots that are ultimately insignificant, or present characters in a way that is inconsistent with their actual portrayal in the movie. This narrative framing is designed to pique our interest and create a sense of mystery, even if the actual story is far more predictable.
Frequently Asked Questions (FAQs)
Here are some common questions people ask about movie trailers and their manipulative nature:
FAQ 1: Are all movie trailers manipulative?
Yes, to some degree. The primary function of a trailer is to persuade you to see the film. Therefore, they all employ techniques designed to create a positive and appealing impression. The level of manipulation varies, with some trailers being more blatant and misleading than others.
FAQ 2: How long do movie trailers take to make?
The process of creating a trailer can take anywhere from several weeks to several months, depending on the complexity of the film and the trailer’s budget. It is often a team of people, not always the same people who made the original movie. This team’s only focus is to create a short compelling story that makes you want to buy a ticket.
FAQ 3: Who creates movie trailers?
Movie trailers are typically created by specialized marketing companies or in-house marketing departments at film studios. These companies employ teams of editors, writers, and music supervisors who are experts in crafting compelling and persuasive trailers.
FAQ 4: What are the key elements of an effective movie trailer?
An effective trailer should have a clear hook, a compelling narrative arc, visually striking imagery, evocative music, and a strong call to action (i.e., a release date and a reason to see the film). It should also be tailored to the target audience.
FAQ 5: How do studios decide what to show in a trailer?
Studios use a variety of methods to determine the content of a trailer, including audience testing, focus groups, and data analysis. They aim to identify the scenes and moments that resonate most strongly with viewers and are most likely to generate interest in the film.
FAQ 6: Can trailers spoil the movie?
Absolutely. Trailers can reveal crucial plot points, character arcs, and even major plot twists. While some trailers try to avoid spoilers, others prioritize generating excitement and may inadvertently give away too much.
FAQ 7: How does music contribute to the manipulative nature of trailers?
Music plays a vital role in shaping the emotional tone of a trailer. The choice of music can amplify feelings of suspense, excitement, romance, or sadness, influencing our perception of the film. Trailers often use familiar or popular songs to create a sense of nostalgia or association.
FAQ 8: What is the role of sound design in manipulating viewers?
Sound design is crucial for creating a visceral and immersive experience. Trailers use a variety of sound effects, such as explosions, crashes, and jump scares, to heighten the sense of excitement and tension. Clever use of sound can create a sense of foreboding or unease, even if the visuals are relatively benign.
FAQ 9: How has the evolution of trailers (e.g., teaser trailers, extended trailers) impacted their manipulative potential?
The increasing variety of trailer formats allows studios to target different audiences and create different levels of anticipation. Teaser trailers often focus on atmosphere and mystery, while extended trailers provide more detailed glimpses into the plot and characters. Each format offers unique opportunities for manipulation.
FAQ 10: How do trailers impact our expectations of a movie?
Trailers create expectations by shaping our understanding of the film’s genre, tone, and narrative. These expectations can significantly influence our enjoyment of the film. If the movie fails to meet our expectations, we may feel disappointed, even if it is objectively good.
FAQ 11: Are there any ethical considerations in creating movie trailers?
Yes. While the goal of a trailer is to promote the film, there is a responsibility to be truthful and avoid misleading viewers. Ethical concerns arise when trailers deliberately misrepresent the film’s content or create unrealistic expectations. Exaggeration of a film being “fun for the whole family” when it is geared towards teenagers is an ethical problem.
FAQ 12: How can I be more aware of trailer manipulation and avoid being misled?
Be mindful of the techniques used in trailers. Consider the source and be skeptical of claims that seem too good to be true. Read reviews and seek out alternative perspectives before making a decision to see the film. Watch trailers with a critical eye, paying attention to the editing, music, and narrative framing. Remember, a trailer is a marketing tool, not an objective representation of the film.
By understanding the techniques used in movie trailers, you can become a more informed and discerning consumer, less susceptible to their manipulative power, and better equipped to make your own judgments about whether a film is worth your time and money.