A ton of stories have popped in the last couple weeks having to do with movie marketing – including a huge, multi-part feature in Wired – so I’m rounding them all up here. Enjoy this fleeting glimpse into MMM as it still exists.
Trailer Fatigue: Moviegoers Less Thrilled With In-Theater Previews: American movie auds are substantially less likely to watch trailers in theaters than they were two years ago, while trailer viewing online and on mobile devices has jumped over the same time period, a Nielsen National Research Group study found.
Marketers Have Found a Way to Use Vine: Marketers pushing summer blockbusters are aggressively seeding Vine, Twitter’s nascent mobile app for six-second videos, into their social media fieldwork. It’s all about putting butts in seats using Vine’s pithy videos, then selling soda and candy (theater owners’ bread and butter) during the flicks.
The Gripping, Mind-Blowing, Thrilling Evolution of the Movie Trailer: Trailers have changed dramatically over the years, from their one-note origins in old Hollywood to the high-stakes mini-movies they are today. It’s a history defined by the business and artistic transformations in the film industry itself. In the following pages, we explore four eras of the movie trailer, each illustrated with an emblematic example of the period.
Movie Trailers Are Getting Insanely Fast. Trust Us, We Counted the Cuts: Film critics have long lamented the degradation of moviegoers’ attention spans. Movies, they say—and their mini-versions, trailers—have gotten more manic and misdirected in their quest to appease ADD audiences. We wanted to quantify such claims.
Wolverine: Anatomy of a Trailer Campaign: But lately, with the web feeding our content greed, that old formula has splintered six ways to Sunday’s matinee. Now we have teasers for teasers, international trailers, red bands for racier content, parodies on YouTube—it’s endless titillation. And nowhere is that more obvious than summer blockbuster season.
Secrets of a Trailer Guru: How This Guy Gets You to the Movies: Meet Mark Woollen. A video editor since high school—he was already cutting trailers for movies like Schindler’s List in his early twenties—Woollen now runs his own company in Santa Monica, California.
What’s the Best Trailer Ever? Film Maestros Weigh In, and You Can Too: We had to, of course—pick our favorite trailer of all time, that is. It wasn’t an easy decision. Besides the 150-plus trailers we analyzed for this story, we’ve seen thousands in our lifetime. Many stink; some are great.
The Hollywood Reporter Launches Trailer Tracking Feature: The Hollywood Reporter is launching a new feature, The Trailer Report, to keep tabs on who’s watching movie trailers on YouTube with help from Zefr, the leading company offering technology solutions for brand and content management on the platform.