How Movie Trailers Are Created | Vanity Fair

Movie marketing expert and creative director Jessica Fox takes us through the steps of creating a successful movie trailer. From the collaborative process that takes place between filmmakers, studios and creative agencies to audience testing, she breaks down how each play a role in deciding how much is shown, what stories are told, and why trailers tease missing scenes from the film’s final cut.
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[@justaction]

Why do I feel like she’s trying to sell me something?

[@manoliliyanovmarkov944]

she kinda is ^^

[@aviewerman]

She's annoying

[@jorgediogocosta]

I think she is very eloquent. I wish I was lole that when making a presentation

[@mrrd4444]

she's definitely good at her job

[@langohr9613ify]

This video a geat opertunety for her and her agency to get some reputiotion. Media coverage of companys is allwais marketing as well.

[@aidanrogers4438]

How to make a good trailer: Don’t show the entire bloody movie in it!

[@vmoonlight4962]

Aidan Rogers lol well said. Simple as that

[@giorgiocartier9012]

Batman V Superman

[@MrParkerman6]

....but if you don't show enough, people get pissed too.

[@user-wr5yx8tk3r]

MrParkerman6 Dont show they whole movie but show enough that isn’t more than enough. Easy

[@RamenEditsz]

Ya basically 🤣

[@sophiemunro1587]

I'm currently making a film trailer for a project at college and this video couldn't have come at a better time, thank you Vanity Fair

[@anasshahid224]

Best of luck for the project 👍

[@Nueztoy]

Do the oposite of what Mrs-cliche is saying. Be original, comunícate the tone and be fast. Try to make it a 10 or 15 second teaser trailer. Less is more.

[@CamDavelle]

Nueztoy lol yea sure don’t listen to a successful marketing agent🤦🏽‍♂️

[@sophiemunro1587]

@@anasshahid224 thank you so much!

[@superethanbean274]

I'm going to college this fall for film, any tips and things you enjoy?

[@midasgrey3171]

She has the smile of someone in a position of privilege to watch movies before the rest of the world.

[@edum.6353]

we've become so good at trailers that even the bad movies can trick us with a good one these days....

[@user-mb9nm7bq5e]

White Boy Rick tricked me. Amazing trailer but the movie was kind of boring

[@k.v.8335]

oh yeah and don't forget the fact we were all tricked by the Suicide Squad trailer!

[@GreeceCandle]

Ed Must like Cats

[@arieelloo]

You mean Suicided Squad?

[@edum.6353]

@@k.v.8335 honorable mentions to Jared Leto!

[@deep.space.12]

How Movie Trailers Are Created: - Preview everything in the first seconds - Blowing horns - Slowed-down versions of classical songs - Show the entire plot - Duplicate into 10 trailers 20 teasers and 100 TV spots

[@bcbock]

BWWWWWAAAAAAAAAAA!

[@drewnelson2157]

I can’t tell if she is 25 35 or 50

[@MrParkerman6]

She's 17.

[@drewnelson2157]

U wish

[@drewnelson2157]

CFD ok boomer

[@Stillreal312]

Eyes and teeth: 25 Face: 35 Hair: 50

[@chillycoldchomper9389]

@@Stillreal312 nice

[@ervindijkers4186]

The way she akwardly smiles all the time is creeping me tf out

[@jamesbohn3104]

I don't even watch trailers anymore. The way they've been doing it for the last couple of years is just a mess of spoilers and/or missrepresented plot of a movie

[@Omar-up4jp]

How about joker trailer and avengers infinity war and endgame trailers.?

[@jamesbohn3104]

Omar Khayyam there are exceptions of course. The first trailer of Joker is a masterpiece. On the other hand I remember how frustrated I was after I watched the Batman V Superman trailer, it was the worst.

[@Omar-up4jp]

@@jamesbohn3104 hmm, I agree with for most of the trailers nowadays. I saw a video of old trailer styles where they tell the actors names. For example there's a joker trailer like that, you should see it. I wish I was born 20 years early at least.

[@Krimbley]

So on the one hand you don't want to get your cinematic experience spoilt (that means you don't want the plot to be revealed). On the other hand you demand the plot to be shown in the same way it is actually presented in the movie. Strong contradiction here I feel!

[@grahamvandyke]

I 100% stand behind your statement. I actively avoid trailers too now. Just in this video alone they showed a bunch of spoiler scenes.

[@heathergaywood7258]

It really annoys me when trailers give away the whole storyline, there's no point watching the film then :/

[@Sebassftw]

@lilmil The spin off fast and furious film with the Rock and Statham. The two trailers gave the entire plot away. smh.

[@jasonhouser9773]

She said that they don’t want to show too much! But I’ve seen trailers that showed the funniest scenes, scariest scenes, and the ending….

[@geargrinder69]

The Joker teaser, Uncut Gems, Avengers: Endgame To The End are some really good recent trailers. The Social Network’s trailer is also really good too

[@foredimples529]

Agree

[@RShadow12]

Kendrik Doughty Uncut Gems and Joker had AMAZING trailers

[@shush916]

Mission Impossible Fallout

[@FramesPerSecond]

The Girl with the Dragon Tattoo montage trailer is my favourite

[@CutTheBeardToWatch]

The dark knight rises And mad max fury road

[@hi-jj2mh]

Why does this woman speak in spacebars

[@MrParkerman6]

Cuz her job is trying to sell people on things 24/7.

[@abdimojo8794]

She reading of a telegram or script, it's not spontaneous explaining on the spot.

[@thebc5754]

Horror movie trailers: I'm gonna pretend I didn't see that.

[@baltusd]

"how mutch do we need to show"..................... *shows everything

[@VelliHaven]

You just need to give as little possible, a lot of trailers for big movies are practically almost entire movie. I always subconsiously look if the scene in trailer makes it to the movie

[@tomasstitny2275]

Well, the big movies are big movies, they have to be sold to millions of people, from adult educated to kids who barely can read. Remember Blade Runner 2049 mysterious trailers? They are a part of the reason why this movie did a disappointing performance in box office. Fans of the original film liked it, the rest of the audience just had no idea wtf was happening in the trailer and didn't bother to see the whole thing. You may check A24 film trailers. They distribute movies aimed to more intellectual audience. And you'll see there the trailers which don't spoil anything.

[@ryanbarker5217]

the generic trailers give too much away in what's already usually a formulaic movie.

[@VelliHaven]

@@tomasstitny2275 yeah I actually like a lot of A24 movies. Uncut Gems was really great, Some of good trailers from last year were Parasite, and The art of self-defense, the movie offers more than trailers, but they were still interesting enough

[@rohithkumar8708]

you know.... that's exactly why marvel throws in shots that don't appear but similar situation still happens just so it doesn't look like misinformation . that's kinda the perfect way to do it

[@callmeclo]

I love when trailers kinda throw you off to what the film is actually about instead of showing the entire plot and some

[@nikkiland]

I know she’s monotone but why is everyone hating on her 😂 I thought she explained everything quite well

[@MrParkerman6]

Cuz she more phoney than a 3 dollar bill.

[@swaroop7021]

Whoever created joker trailer deserves an oscar.

[@MattMurley]

This was pretty interesting. I would have liked to hear about how some scenes appear in a trailer but not in the final film (because the trailer makers get an early edit and not the final one) and how CGI is used to make alterations so that things aren't ruined for the audience (like Cap's broken shield in the Endgame trailer or Spider-Man's suit in the Far From Home trailer).

[@octane7774]

The first Watchmen trailer back in 2008 or 2009 was amazing

[@anasshahid224]

Thank you for this insightful video vanity fair! Always love behind the scenes content like this 👏😎

[@thekingofthefall72]

Some trailers give away the whole story line, others make the movie seem good when its actually really bad and others don't do justice to how amazing the movie is and some are just good trailers for good movies

[@bostin1472]

The invisible man trailers made the movie look like a generic horror movie when it’s ALOT more than that.

[@tyrusquiroz8810]

I’m not bashing anyone or anything, but who else feels that some action film trailers have impeccable soundtracks that we are really hyped up to the max for the film, but in the end we leave the film feeling slightly disappointed?

[@vexarusnewman6090]

Noooo, action trailer soundtracks are pretty cliche ngl

[@mikk.]

tyrus q. Because they had great marketers

[@funtimes6406]

Usually in a trailer they use the high points in a track while in a film they use the whole thing

[@tomekjarzabek5036]

Jessica Fox... She talks and looks like a character that would be parodied in BoJack Horseman.

[@Sam-gc5un]

Is she lying? She keeps smiling and consistently lowers her voice...

[@ImDougDimmadome]

Samwilli 007 Maybe shes just flirting with you idk could be

[@victoriak2717]

Doug Dimmadome LOL

[@tomasstitny2275]

Guess she spends too much time talking with producers, managers, people from PR so she just used to this type of strange speech.

[@Sam-gc5un]

LOL best reply I’ve seen 😂👍🏻

[@bcbock]

She a marketer. Of course she’s lying.

[@vagrantodyssey4736]

i haven't seen anyone who looks this naturally patronizing in a long time.

[@thejiggy]

lol yeah she seems disingenuous

[@OCUBOX]

I learned about companion trailers, watching this video, something I was not aware of. Nice

[@anuarcasanova6005]

Background music: Cats Walking - Yomoti. Sweet pick.

[@gothassassin14]

Whoever does M. Night's trailers is a fn genius. They fooled me so many times into thinking his newest film was going to be amazing, only to be severely disappointed and bored out of my mind. It doesn't help that M. Night Always reveals the antagonist/"twist" midway through the film either. Looking at you, "The Village" and "The Happening."

[@bblue1779]

What we needed💙

[@MobileFilmmaking]

This was awesome. As a beginning filmmaker, I've learned a lot from this video. Keep em coming.

[@ryanbarker5217]

i hope you take away not to allow marketing to make your movie for you.

[@MobileFilmmaking]

@@ryanbarker5217 Lol. Since I'm only doing this as a hobby...there's zero percent chance of that happening.

[@timpower4922]

She’s trying to pretend she isn’t reading a script but she is clearly reading a script. Classic marketing executive.

[@carlosray464]

so she's reading a script #smh??

[@mamymimma]

Who created Joker trailer? Also trailer authors should be awarded

[@themadtitan7603]

Was just going to comment that.

[@Iegacyfilm]

Jaxfilm trailer house created the Joker trailers.

[@AnthonyDoesYouTube]

I knew what the movie was going to be about and completely predicted the entire storyline before the movies release, never even saw it because I knew the dude would never top Heath Ledger no matter what.

[@ARTforMyPOP]

Trailer authors are being awarded - "Golden Trailer Awards" honors the best trailers, teasers, posters etc. every year since 1999.

[@themadtitan7603]

@@AnthonyDoesKZbin How does you predicting a movie's plot have anything to do with how great a performance is? I mean for many the performance is already better. Also of course you'd predict the plot I mean else what would've happened in a movie called "Joker" and a Heath Ledger's Joker movie would've definitely also been predictable.

[@dax421]

It makes sense that this is the person by behind the spoilers I mean trailers

[@ryanbarker5217]

sounds like she belongs in a boardroom, a suit making 'creative' decisions.... normal people don't speak like that unless they're in mismanagement and all too willing to go with the flow.

[@theronizerthesecond1858]

do they primarily take from the movie , reedited and place with some type of rhythm like music or catch-lines?

[@Anna-ug8cq]

I’ve always wanted to do this lol. That may sound weirdly specific but I love film and I’d love to make trailers

[@Cineinsaner]

I love the way she smile while talking..

[@uriellem7536]

It is 2020... The Quadrants concept has to evolve

[@wayne909]

I had to watch a trailer as an ad before this even started

[@wilsauls116]

I feel like I'm watching a high school drivers ed instructional video

[@Revadike]

Cuz she's smiling the whole video for no reason

[@ArcaneStar1]

I remember for some reason the Godzilla trailer a few years ago was just so epic - Im not sure what specifically it was but i just watched it many times.

[@edo-san]

See all the Creed(1 & 2) Trailers, they sold me.

[@pythonjava6228]

I like this lady. Very informative video

[@bostin1472]

Instead of doing his job my teacher is making us watch this video, and asking us questions that aren’t answered In The video, thank you.

[@langohr9613ify]

I like kubricks approch that he controled all marketing himself. If many of the wrong people whatch your movie with a wrong expectation, this is good for selling tickets, but not good for communication with people through moving pictures and sound.

[@GothicalDarkAngel]

The trailer for Cats made my cat sick. Poor little girl is livid at the way her species was portrayed in the film.

[@ISAACThBro]

I would like to see the Roso Brothers effect the trailer making process

[@okayzimbabwe]

Lmao the vocal fry, you're kidding right VF?

[@jacevanganuru2881]

Can we stop the trend of having a 5-second teaser for a trailer? You're putting a trailer for a trailer, like bruhh we don't need that, its annoying and unnecessary.

[@supermansbrother]

I don't care about anything but the background music! What's that background music at 0:21?????

[@adlan7436]

The best trailer that i ever seen is The Handmaiden. A korean movie which was directed by Park Chan-wook. Give it a try and you will know how good the trailer is. Not to forget the movie is also superb.

[@jimgolias9745]

Just me noticed how her voice changes in the end of every sentence 😂(its kinda annoying )

[@joaobelo4916]

She is made in a Lab to be the perfect business pitcher

[@kucinganakan73]

okay, how about some scenes that weren't really appeared in the movies..

[@TravisHouze]

Most trailer companies get the film as a work in progress or they include scenes or shots that were omitted to make a cohesive trailer

[@alvareznivek2780]

"How we try NOT to spoilers movies you" make one trailer about 1 minute long that's it.

[@mollydoherty9947]

Interesting video 😁

[@enjohneer]

If you think trailers today contain spoilers. You should watch some trailers made in the 80s.

[@tomasstitny2275]

Or even 1950s! 4 minutes of all the major scenes including the big finale. Yeah!

[@mutantsupremacies]

why does this lady bug me so much?

[@montueswedthursfri]

cause she's a robot

[@FinancialShinanigan]

If all else fails, just reveal everything in the trailer.

[@pretendthisisacoolusername3984]

Joker trailer Wonder woman 84 are brilliant trailers 😎

[@ProphetNewYork]

the Joker teaser trailer was the best trailer I've ever seen. And believe me I watch thousands of them....

[@nintenjoeee]

Wonder Woman 1984 is one of the best trailers I've ever seen.

[@maribee3314]

Could she just watch some of the best or most watched trailers and dissect them. Please!!! I just really want someone to dissesct X-Men Days of Future Past. I always go back and watch it and it still gives me chills and leaves teary eyed.😭😭😭 plus the music!!! Or maybe like reacting to music from trailers from her and a composer.😆😆😆🙏😭

[@dantecrottogini529]

I wish she had talked about a trailer specifically

[@stupid0nut]

It's funny they use the Snowpiercer trailer in here because the American trailer spoilers a major reveal of the film. :(

[@TN-cn8kk]

What is with the low angle at times such as 1:04 ... who thought that was a good idea

[@milkyways13343]

so the assistant editors are the staff and the editors are the administration getting all the credit? 1:55

[@lizbbb7326]

a mix of mirage from the incredibles and katherine hahn (wife in stepbrothers)

[@YEET]

Ohhhh yea!!!!

[@nicoefstratiou9390]

Nice

[@JustADioWhosAHeroForFun]

I miss the Epic Trailer Voice in Trailers

[@mohammadzekereya9311]

Watch honest trailers by screen junkies.

[@TheBlackKakashi]

Now I know who to blame for putting Gangstas Paradise in the Sonic trailer

[@jeffreyspinner9720]

I thought this was satire, then I realized this is one of the marketing agencies for holly dead wood, so this is being played straight and she doesn't (I'm a retired biologist, so I know what a woman is (no joke)) realize she is self-satirizing... love the VideoHive template used.

[@stanleyearlstudios]

Is this a trailer in itself? Something to think about.

[@vigneshwaran5298]

But How do you guys match fight punches with beat

[@patrickcerra5356]

When will they realise, trailers don't really mean anything?! I had NO idea what Parasite was about after watching the trailer. Still saw it and, still loved it 🤷🏻‍♂️

[@jmelara324]

Step 1: * show the whole plot * Step 2: there is no step 2 you’re done

[@bcbock]

No you have to mislead too. So if a movie is actually really dark and depressing, feature the only funny line in the movie or a moment between two characters that barely talk to each other in the movie to imply a romance that doesn’t actually exist.

[@jmelara324]

Brian Bock I totally modify a scene that’s completely different in the final cut lol

[@Camgoat]

her head tilts more and more like Stewie from family guy

[@pyush3]

She has a good smile

[@MrParkerman6]

*phoney smile.

[@chazb3300]

I personally hate it when trailers market juxtaposition by using the surprise, twists or crucial part of movie, on which its focused on as a plot point. Likewise, when something is shown in the trailer that isn't used, it becomes a letdown. I don't want to have to wait for a directors cut for every movie/film!

[@LeBeautiful]

Got to do the bait and switch and not add the scenes 😤😤

[@Ryan-the-Rocketeer]

how does one get this job?

[@MrParkerman6]

Sleeping around if you are female. It's a rule of thumb.

[@julianna5247]

Speaking of trailers, when will we get a Dune trailer?

[@brannonhill4046]

And Kong vs Godzilla. I know there's been footage, but when will we get it released? Probably get teasers this spring, then official trailers at SDCC

[@koninginvictoria]

This feels like a corporate training video. This woman’s voice and vocal fry are too annoying to get through the video. Who is she talking to? Was this the best person you could find for this video?

[@fernfernisfernie]

She's Jewish and has connections. No other reason besides that.

[@mariajosesoberon6574]

Part of the magic is understanding the plot wHiLe watching the movie, not while watching the trailer

[@Fistero]

So who made the batman v superman trailer? 🤔

[@RShadow12]

From what I remember, Warner Bros had a big say in it. They wanted to show that Batman and Superman would make up and face a great threat, which was just stupid imo

[@horned_w1tch]

If they come before the movie, why are they called trailers?

[@sorrybabyx]

They just didn't change the thing's name/:

[@MCUHQ]

They use to come after the movie but no one ever stayed so they moved them to before it

[@horned_w1tch]

MCU HQ You win.

[@rohithkumar8708]

i always thought it's cause it's like a trail for a movie. you know, like trail rooms for clothes

[@Zanderthegrape]

*How marketing a blockbuster film is made There fixed it

[@Numberoneiosgameplay]

My opinion on trailers: - NEVER use that stupid annoying rising violin sound effect - NEVER use a flashing black screen transition - Don’t give away any plot points - Try not to show prominent actors that show up later in the film. Examples: Matt Damon in Interstellar, Kevin Spacey in Se7en, etc. -Don’t show all of the best shots your film has to offer, you can show some tho.

[@sherlockwastaken]

It’s interesting that it’s a rule of thumb not to show too much in a trailer... yet this still happens. Has this tactic changed, or is it just an example of bad trailer-making?

[@earthworm85]

I'd like to be a music supervisor ❤️🎶🎧🎬📽️

[@McPablo98]

A director should make the trailers, not a company

[@MrParkerman6]

Editors make the trailers, dumbass.

[@AlexAndR01]

okay, I get it but then why there are over 2-minute trailers that people feel like they saw an entire movie? What is the purpose of those long ones?

[@karaokeape]

She never edited a Trailer herself - teach me otherwise. She only knows the several steps, and presents them as a Teacher.

[@zubislam9769]

It says 20 minutes think fast😅

[@ThaBEN_NL]

Is it weird that i close my eyes in the theater (and even start mumbling to myself to avoid hearing things) when they're showing trailers for movies that i already know i'm interested in? "If it wasn't for this trailer i would have never known this awesome movie existed!" Said no one ever... If a movie is good it will come to your attention. Otherwise you'll be wondering how the entire movie is boring filler between the few cool moments that you've already seen in the trailer!

[@tacosalpastor7600]

So, who was responsible for the Joker trailers? I still watch them to this day, even after watching the movie several times.

[@seezar100]

That's weird

[@JD43232]

3:44 typical framing i see

[@gandara3983]

I rather watch trailers rather than the full movie becuase I dont like getting spoiled on a big screen.