How Movie Trailers Became Powerful Marketing Tools: A Century of Evolution

By Alexander HamiltonLast Updated August 31, 2025

Photo by Gabriela on Unsplash

The Origins: Movie Trailers as Early Marketing Experiments (1910s-1940s)

The story of the movie trailer begins in 1913, when Nils Granlund, a publicist for Marcus Loew’s theaters, revolutionized film promotion by creating a short promotional montage using rehearsal footage of the Broadway play
The Pleasure Seekers
. This promotional clip, which ran
after
the main feature, introduced audiences to the concept of a ‘trailer’-a preview designed to spark interest in upcoming entertainment [1] [5] .

By 1919, the National Screen Service (NSS) was founded, standardizing and professionalizing trailer production. For nearly forty years, NSS produced formulaic yet effective trailers, often boasting about technological achievements and star-studded casts. These early trailers relied on dramatic narration and bold claims-tools that proved effective in luring audiences into theaters [1] .

Creative Expansion and the Blockbuster Era (1950s-1980s)

The 1960s marked a turning point as creative auteurs like Alfred Hitchcock and Stanley Kubrick began editing their own trailers, infusing them with distinctive artistic flair. This shift coincided with the rise of television, which became a critical channel for film promotion. Studios seized on prime-time TV slots, customizing trailers to maximize exposure and target specific viewership blocks [5] .

The blockbuster era solidified the trailer’s role as an indispensable marketing tool. Steven Spielberg’s
Jaws
(1975) is often cited as the first modern blockbuster, with its trailer flooding networks in the lead-up to release. This strategy created a sense of event and urgency, with the goal that “potential consumers know of only one movie opening that weekend” [5] . The success of trailers on television also led to their evolution from simple plot teasers to sophisticated narratives that built suspense and anticipation [2] .

The Multiplex and Home Video Revolution (1980s-2000s)

As multiplex theaters and home video rentals surged in popularity, film marketing strategies became more segmented and nuanced. Studios began tailoring trailer content to appeal to specific demographics-families, teenagers, or action fans-using targeted TV spots, posters, and celebrity endorsements [2] . The rise of the home video market extended the life cycle of trailers, as they were now featured at the start of rental tapes, bringing exposure to millions of viewers in private settings.

Key examples from this era include the minimalist teaser for
Jurassic Park
(1993), which used little more than the T-Rex’s roar to generate hype, and the sweeping campaign for
Titanic
(1997), which leveraged romance and spectacle to appeal to a broad audience [3] . These strategies not only drove theatrical attendance but also sustained interest through home video releases.

Digital Transformation: Trailers Become Global Cultural Events (2000s-Present)

The advent of the internet and social media radically changed how trailers are consumed and shared. The release of the trailer for
Star Wars: The Force Awakens
(2015), which garnered over 112 million views online in 24 hours, illustrates the immense global reach and viral potential of digital trailer launches. Trailers now often premiere during major televised events (such as the Super Bowl), instantly reaching audiences of tens of millions and sparking real-time online conversations [4] .

Studios have adopted increasingly standardized trailer marketing schedules. Typically, a teaser trailer is released 6-8 months before the film’s debut, followed by a full-length trailer 3-4 months out, and a final trailer 4-6 weeks prior to release. Marvel Studios’
Black Panther
(2018) exemplifies this, with its teaser earning 89 million views in a single day, fueling anticipation months before the premiere [4] .

Social media platforms such as YouTube, Twitter, and Instagram now serve as primary distribution channels. Trailers are often accompanied by behind-the-scenes content, interactive campaigns, and influencer partnerships that extend their reach and engagement [2] .

How to Access and Leverage Modern Movie Trailers for Marketing

Anyone seeking to explore or utilize movie trailers as part of a marketing strategy can do so through multiple, actionable pathways:

Studios and Distributors: If you represent a film or studio, consult with established entertainment marketing agencies or digital advertising specialists with proven track records. Agencies can help coordinate trailer releases, design social campaigns, and target audience demographics. For guidance, you can search for “entertainment marketing agencies” or contact leading agencies directly through their official websites.
Independent Filmmakers: You can create and distribute trailers through free platforms like YouTube and Vimeo. To boost reach, consider submitting your trailer to film blogs, movie news sites, and genre-specific communities. Posting teasers on social media, engaging with influencers, and using relevant hashtags can also amplify visibility. For step-by-step guides, search “how to promote a film trailer online” for recent industry best practices.
Brands and Partners: If you are a brand seeking to collaborate with film studios or participate in cross-promotions, reach out to the official business development departments of major studios. Contact information for partnerships is typically available on studio websites under “Corporate” or “Business” sections. For example, search “Warner Bros. brand partnerships” or “Paramount Studios business inquiries.”
General Audiences: To stay current with new trailer releases, subscribe to official studio channels on YouTube, follow verified film accounts on social media, or visit reputable entertainment news sites such as Variety or The Hollywood Reporter. For the most up-to-date trailers, search “latest movie trailers” on YouTube or visit the “Trailers” section on these major sites.

Challenges and Alternative Approaches in Trailer Marketing

While trailers are powerful, there are challenges to consider. Oversaturation can lead to audience fatigue, especially when multiple versions are released over months. There’s also the risk of revealing too much of the plot, which can dampen the actual viewing experience. Filmmakers and marketers must strike a balance between generating excitement and preserving mystery [3] .

Alternative approaches include shorter teasers, cryptic campaigns (such as viral marketing or “mystery box” strategies), and exclusive event premieres that reward dedicated fans. Some independent filmmakers leverage grassroots efforts, collaborating with influencer reviewers or hosting trailer launch events at local theaters or festivals to cultivate word-of-mouth excitement.

Key Takeaways and The Future of Trailer Marketing

The evolution of movie trailers from basic promotional snippets to cultural phenomena highlights their enduring role in the marketing mix. Today, the most successful campaigns combine traditional media, digital innovation, and audience engagement to maximize impact. As technology and audience habits continue to change, so too will trailers-remaining at the forefront of film promotion for the foreseeable future.