Most filmmakers treat trailers like highlight reels—a condensed version showcasing their best work. But festivals and distributors aren't looking for a summary.
They're asking: "Should we invest our limited slot/budget in this project?"
That's a different question than "Is this good?" And it needs a different approach.
The Shift: Art vs. Access
A sales trailer isn't compromising your vision, it's translating it. Your film speaks to audiences. Your trailer speaks to gatekeepers who decide if audiences ever get the chance to see it.
3 Quick Wins for Strategic Trailers:
1. Know your micro-audience first
Get specific before you edit. A24 fans? Genre enthusiasts? Documentary crowds? Your first 15 seconds should make that exact audience feel seen. "Good film lovers" is too vague to cut for.
2. Answer their questions in order
Gatekeepers evaluate fast: Genre/tone (0-15 sec) → Production quality (15-45 sec) → Why this matters (45-90 sec). Structure your trailer to match how they actually watch.
3. Test on strangers
Show it to people who don't know your film. Ask: "What is this? Who's it for?" If they can't answer immediately, keep refining.
The Distance Problem
You've lived with your film for months. That intimacy makes you a great director and creates blindspots for marketing. You can't unsee what you know.
Trailer editors bring fresh eyes and pattern recognition from watching what actually gets selected and acquired. Not to change your vision, but to position it strategically. They are on the marketing side.
You wouldn't skip hiring a colorist. Trailer editing is equally specialized.
I'm a film trailer editor working with distributors, feel free to ask any questions!
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Thanks for the insight and quick wins for strategic trailers, David Ríos! What's it called when a trailer has a mini summary of the trailer at the beginning?
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You want to hook their attention at the firs...
Expand commentHello Maurice Vaughan !, It's still a trailer, it just would be less optimized for selling the film as you removed a key element at the beginning: the hook.
You want to hook their attention at the first seconds, for that feeling goes first than thimking, if you place a "mini summary" at the beginning you are making them think before feeling.
Always happy to help!
Thanks for the answer, David Ríos. I've seen a mini summary at the beginning of trailers for big movies and franchises.
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Maurice Vaughan That's a great insight!, as my scope is within independent filmakers, I would deduct a mini summary would work for them as they feature already widely known cast and stories so it hook...
Expand commentMaurice Vaughan That's a great insight!, as my scope is within independent filmakers, I would deduct a mini summary would work for them as they feature already widely known cast and stories so it hooks attention instantly.
In the case of independent filmakers, hooks should be designed for attracting audiences to soont-to-be-discovered stories!.
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Structure your trailer like a logline. Establish the world, the main character, the inciting incident, the goal, the stakes, the obstacles.
Find a professional trailer with the tone and rhythm that yo...
Expand commentStructure your trailer like a logline. Establish the world, the main character, the inciting incident, the goal, the stakes, the obstacles.
Find a professional trailer with the tone and rhythm that you like. Then break it down and see if it hits all the points of a logline. WHEN does it hit those points, time-wise? What methods do they use? (Dialogue, voice over, title cards.)
Bring that trailer into a fresh timeline. Fill in the blanks with your footage right over the top of the old one. now replace the sound, make slight adjustments for timing. Delete the inspiration trailer and see what you’re left with. It’s not stealing because all you’re taking is structure and rhythm.
Trailer editing is a real art. It’s hard to stand out, especially if you’re still thinking in a slow style that went out of fashion 15 years ago. Trailer styles go through trends, and if you’re not doing it for a living, lean on the experts who are.