Movies don’t start with the opening scene; they start with the trailer. And buzz surrounding this alpha piece of promotion can make the difference between a blockbuster and a straight-to-DVD bust. Benedict Coulter, founder of top editing house Trailer Park, reveals a few industry secrets.
Top Gun was the Citizen Kane of trailers:
Trailers are their own franchise: Flicks like Avatar have at least two sets of teasers (online and in-theater) and up to four different trailers in rotation.
There’s an industry standard: MPAA dictates that no trailer can run more than two and a half minutes. Most make use of all that precious time.
Trailers are expensive: They generally cost $350 to $2,500 per second to produce—sometimes far more—once you factor in music and market testing.
Authors: Allison Davis
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