182 !!Chapter 10
ative input to develop trailer/television spots. Studio executives are often
vague and will request, for example, ‘‘a young male spot,’’ and the pro-
ducer/editor will edit and write a ‘‘creative’’ spot.
As with commercials, trailers are almost always tested with audiences
in focus groups. If a film is tested, depending on the reaction of the audi-
ence, trailers may be reedited, and the music might change.
Generally, the motion picture company has final approval of the
trailer. Often, a trailer is approved by a ‘‘committee’’ at the film studio,
such as an A-list director (Steven Spielberg), an A-list actor (Tom Cruise),
and an A-list producer (Jerry Bruckheimer). The following are basic defi-
nitions of various genres of trailers.
Theatrical trailers.Theatrical trailers are shown in motion picture the-
aters. The average trailer is 2 to 2.5 minutes in length. The footage (pic-
tures) is taken either from a completed film or from sections of a film that
might still be in production. In some instances, scenes not incorporated in
the film are included in trailers. The average trailer is released three to six
months prior to a film’s release.
Although most theatrical trailers are designed to appeal to a general
audience, the studios may release a variety of trailers that are geared to
appeal to targeted demographics. For example, if a film is made to attract
a young male audience, the promotional trailer might be edited to appeal
to the same demographic, and/or the music might change to accommo-
date the tastes of a specific demographic.
Television trailer.Theatrical trailers, created for television, are usually
edited specifically for television. It is a completely different genre than
editing a general audience trailer that is shown in theaters; therefore, not
only may the selection of the scenes differ, but the music generally may
vary according to the targeted demographic. The trailers are usually 30
seconds, although companion trailers can be 15 or 10 seconds. In rare
instances, the trailer might run for one minute. ‘‘Blockbuster’’ or ‘‘tent
pole’’ movies can have up to 30 or more different television spots.
The studio might authorize a media-buying company to purchase
advertising time for select high-budgeted films. After a period of time, the
trailers are sometimes ‘‘refreshed’’ to keep the audience’s attention. For
example, if a film is being considered for an Oscar nomination, the
‘‘refreshed’’ trailer might include critics’ reviews.
Trailers for television events, such as the Olympics, are usually created
by television networks or by advertising agencies. Music used for televi-
sion events is either licensed or written by composers who generally score
commercials or specialize in scoring various styles of television music
(e.g., music for sports events, news programs, and so on). The composers
are accustomed to working in short formats.
If the television division of a film company (e.g., Warner Bros. Televi-
sion) is preparing to syndicate a television series, the studio prepares pro-