The advertising manager of Marcus Loew theatres and creater of the short promotional film, "Pleasure Seekers", Nils Granlund gained huge success with his idea of showing ads between films. This is was also implemented by other theatres as they appreciated and supported the idea of creating promotional pieces into the screening rotation.
Together, Robbins and the National Screen Service took movie stills from films and made trailers to sell directly to movie theatres. From this, studios agreed to allow the NSS to run most the their marketing techniques such as their posters and their trailers. This therefore put them in a very successful position, making them dominate the business from the 20s to the 60s. Click on the link below to see an example of one of the most memorable first trailers made.
Film trailers changed significantly in the 60s when the rise of 'New Hollywood' advertised trailers on TV as well as in cinemas. A big change was made with the structure of trailers, for example the lack of on screen text and faster cuts when editing. A huge influence behind this was Alfred Hitchcock the 'Master of Suspense' and creator of 'Psycho'. He produced this film trailer in an 'unconventional' way by simply narrating what was happening rather than having any actual footage of the film.
1970 demonstrated to be a benchmark for the potential that Hollywood had. It showed huge development in cinema, producing some of the most amazing critically acclaimed films since their 'Golden Era'. Click on the link to see an example of hollywoods most successful film in the 70s.
In 1975, the trailer of 'Jaws' demonstrated to to help make it become a world wide success. When creating the trailer, Universal inviting $700,000 but then gained that back but earning a total of $7 million on the first weekend of release.
Recent digital technology and advanced software has made the film industry develop significantly. Hollywood have progressed from silent movies to fast cut action films with their profit rapidly increasing also. As more and more marketing platforms have become available, making your audience watch trailers are making them more intrigued and easily encouraged to see a film. This therefore signifies the importance of trailers in a modern day business as a method of promotion and advertisement. They are used to represent the film, encouraging audience to watch their productions and use social media and other distribution methods to share and promote the film to others.
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