Yes, trailers are just marketing material, and we’re not a Bfd Advertising and Design class. But as any studio will tell you, a well-crafted trailer that builds hype and excitement for a movie can be a make-or-break part of the puzzle that creates much-needed anticipation and even word of mouth. Sure, some trailers are just greatest hits of the movie, spoil or give too much away, or just a go-through-the-motions sizzle reel that can contain the moments but doesn’t turn that corner into activation: to compel that viewer to think, “Oh my god, I Must see this movie.”

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But some are artful, clever, entertaining, thrilling, and even adrenaline-pumping when they are at their best, sometimes sustaining an audience’s anticipation for a movie for months on end. The right combination of teaser and trailer can really do it, too.

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