ABSTRACT
This chapter focuses on the creation of traditional trailers. Since the 1920s, traditional trailers have been one of the most popular forms of film advertising. Teasers are typically produced and released before a film's principal photography has begun. Therefore, teasers often contain little actual film footage. In contrast to teasers, an extended trailer can be any trailer that runs longer than the industry-accepted maximum running time of two-and-a-half minutes. Before planning and assembling trailers, one can first take the time to research and study current trailer standards and trends – learn the nuances, the cadence and pacing, shot selections and distinctive editing. Trailers and film posters are designed to complement each other. Like the films they promote, posters and trailers share many common conventions and elements. Before choosing a story pattern for the trailer, one can develop a clear understanding of the film's storyline and plot.
