How Movie Trailers Manipulate You

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In a world where movie theater attendance has slumped to a 25-year low, more people are watching movie trailers than ever before. These promos are “that one form of advertising that you actually want more of,” explains Jon Penn, CEO of the National Research Group. And thanks to an increase in online availability, they’re also easier to find, watch, rewatch, analyze and share theories about. This trailer boom has lead to an increase in the number of trailers being cut and a robust job market for professional trailer makers. More work can mean more competition, too, as a studio will often hire several vendors to work on the same trailer, picking their favorite as the face of their film’s campaign. That means trailer makers are constantly one-upping each other to be the most eye-catching and innovative of the bunch. “We’re constantly hustling,” says Carrie Gormley, president of Theatrical Advertising at Create Advertising, one of over 100 “trailer houses” operating today. It's having an effect on the milieu. Trailer industry mogul Mark Woollen says that these days, “trailers have become their own form of entertainment” that can be enjoyed “the same way they listen to a song." In fact, there are now premieres, critics, and even a version of the Academy Awards, called The Golden Trailer Awards, focused solely on trailers. VICE News attended the ceremony to find out what it takes to craft two minutes that will make you laugh, cry — and maybe even cough up $15 for a movie ticket. Subscribe to VICE News here: /> Check out VICE News for more: /> Follow VICE News here: Facebook: />Twitter: />Tumblr: />Instagram: />More videos from the VICE network:

“Trailers have become their own form of entertainment” that can be enjoyed “the same way they listen to a song." WATCH NEXT: Hillsong Pastor Carl Lentz Wears Supremes And Is Friends With Justin Bieber -
The guy at the end said it best. "I have better experiences watching these movies without seeing the advertisement for it first."
Eric Champlin
I knew a LOT of work went into making a trailer but I didn't know an entire industry was built around them. So cool!
Dawid Noel
Whoever worked on Suicide Squad trailer should get an Oscar. They tricked sooo many people into watching a mediocre film...
I have to admit it. The Suicide squad trailer tricked into going to see that mess of a movie.
Guacamole Work
Am I watching Vox now ?
What golden age of trailers? Trailers these days aren't cut properly at all and reveal practically everything in the movie's storyline! Horseshit golden age of trailers (sarcasm) feh.
Brandon Spain
The title for this video should be renamed: "How These Assholes Ruined & Spoil Movie Trailers"
I think most in the comments are being way too hard on these people. You’re asking a salesman to be honest, reserved, and measured when there’s a line of other salesman ready to pull out every trick in the book, it’s a cutthroat business like any other. Their job is not for you to enjoy the movie, it’s just to sell as many tickets as possible. This can and will not change. These cliches and annoying techniques are used because they are undoubtedly what is most effective or they would not be used. Once you accept this you can watch this as an interesting look at what appeals to the lowest common denominator, and be happy that you are not in that category.
Bond, Chemical Bond
Jesus these guys look like the stereotypical white studio executives called Josh and Clark
Number Eight or Nine?
The movie is the trailer now, no need to see the movie when the story is given to us in 90-120 seconds.
Mai Balanay
Everyone suddenly a trailer critic now lmfao
I hate the minitrailers that happen before a title card that tells me I’m about to watch the official trailer for something. They are so dumb and distracting as they ruin the entire trailer’s pacing.
Mark Wedzielewski
7:40 please remove bumpers forever. If I’ve already clicked on your trailer, I’m watching it. If I’m in the theater, I have to watch the trailer. Just like reading a plot synopsis of a movie, having a trailer for your trailer embedded in its beginning ruins the suspense of it (looking at you, Venom trailers and SpiderVerse teaser)
Every trailer has that mechanical fart from inception now
I avoid movie trailers like the plague unless I don't wanna see the movie for sure. I always watch trailers after watching the movie.
Eric Striffler
I agree with the guy that makes the movie trailers: watching a movie without seeing a trailer is a better experience 10 times out of 10.
Even a trailer got a trailer now, jeezus...
Suicide Squad had an amazing trailer, one of the best I've ever seen, but the film was horrible. That was one of the few occasions the trailer deceived me lol.
Battle Of Trenton
If someone is singing "I Wanna Be Sedated" in a somber, quiet tone I think they're already sedated.
Shazil Salim
I get all the people who are criticising the trailers but you should try and make a trailer for something. Let it be a short film or full length film. Some will say its easy but it takes skill to condense something
I want to punch these people in the face. Ugh...
Hola Burger
Thanos only had 2 stones in the trailer, while in the movie he had 5 at that time.
Aidan Rogers
So these are the people who reveal too much in the trailers?!
Jarvis Coleman
These turds need to get in touch with Japanese OST composers and creators.
Renald Music
People always complain about trailers telling the whole plot. I only watch 30-40 seconds of it so it doesn't ruin my experience. improvise adapt overcome
Those who can, do. Those who can’t, teach. Those who can’t teach, teach gym. Those who can’t teach gym, make trailers.
I don't watch trailers. They spoil critical moments! They show you the most exciting parts, then when you watch the movie you already know what's gonna happen in a moment. Sometimes these moments are gamechangers for the plot. And the best part here? Even the guy who makes them, doesn't watch them, because the best movie experience is without spoilers.
For me the overexposure to these formulaic trailers showing all the interesting parts of the movie were the start where I stopped watching movies and now I don't even watch trailers anymore. Everything's the same, there is no innovation anymore. They made me lose all interest in cinema. Great job guys!
Wandrea M.
Probably the most effective (for me) trailer I’ve seen was the theatrical trailer of Mad Max: Fury Road. I went to the movie theater knowing absolutely nothing about the story (I had never watched the previous Mad Max movies) and the trailer was beautiful,with an interesting song choice,kind of a classical song and the scenes chosen were perfect to not spoil the whole plot. This trailer made me want to watch the movie,cause I wasn’t interested before. It’s interesting to know there is a whole industry behind that.
Jerome W
So how DO trailers manipulate us? The experts told us the statistics of what happens in trailers and Vice told us the history of trailers. Boy this was really boring - like listening to a car mechanic talking about what kind of screws are often used in engines. Thanks
Dood Bro
Every trailer is the same now
So the conclusion is: don't watch trailers. Thank you! :D
Kylin Burtrum
In a world, without gas! *BLARING BAND INSTRUMENTS*
The revenant trailer was so intense with Leo’s breathing it really encapsulated the intensity of the movie
NINJA's Depression
Look at that Tom schmuck all proud of what is arguably the worse thing about modern if he actually accomplished something,,,,as if he ever wrote anything of mild interest in his goddamn life...
Mike Jones
They didn't talk about the iconic air horn sound but did play it at the end lol
LFP Gaming
Whoever did the 'Geostorm' trailer should be fired... I saw RIGHT through that shitty movie's trailer the moment I saw it
The Greek Pianist
The *MOST REVEALING* trailer, in my opinion, is *Titanic (1997)!* Not only is it almost 6 minutes long, but it also shows the ENTIRE film in chronological order! Amazing film, bad trailer ❤️
Lake Blue
3:49 The original. sounded way better
So Trailers are the true "fake news",,, sensational, exiting, and quite often very different than the actual movie e.g. Suicide Squad
Now I know who to blame.
I gotta say, all these looked and sounded very uninteresting. I mean the techniques they use. I guess because it's so formulaic and shallow. Or because I associate them with movies that are formulaic and shallow as well. I just dislike manipulative advertising. I know I sound conceited but I can't help feeling that everything is just so dumb.
james d
I can't really agree with that guy about the not enjoying trailers part of course he feels that why I used to work for Sonic, McDonalds and a Chinese restaurant I have since then stayed away from both establishments and anything that remotely looks like Americanized Chinese food. I don't have time to just walk in to a movie theater I need to know something at least. That's why I usually watch one trailer and go based on that. Maybe if its another movie in a series I won't watch a trailer because I am already excited based on what I saw.
Sarii Fox how do movie trailers manipulate me?
Ewerton Almeida
There are actually many trailers that are better than the movie
Insightful video. I find it horribly manipulative how they make trailers.
2 flowers
Oh so one guy doesnt make all the trailers? Couldve sworn it was just one guy theyre all the same
Trailers use sounds and clips of the movie that make people excited for the movie. Wow, no shit bud, thanks for wasting my time Vice.
La Frips
If I want to see a movie, I don’t watch the trailer first coz it ruins the movie for me.
The Inroad
I've been saying for years that trailers give away WAY too much of the movie. I look at my wife after a trailer and say, "I now know the plot, the problem, the set up, the major action scenes, and roughly how it will end." I try to only watch flicks I've only seen teasers for, not trailers.
Atia Janssens
what annoys me about trailers nowadays is when they show EVERYTHING already and there's nothing left for the movie. ugh
John Smith
So these are the idiots responsible for trailers sounding not only the same as other trailers, but alien to the movie itself.
Sandra R
My problem with trailers is that lately they reveal so fucking much. So often we basically see the last scene in it. It makes me not wanting to see it. Good exception would be trailer for Gone Girl. I remember seeing it in the theater, it was so mysterious, it made me so curious and I was not disappointed.
Tomas Shade
Yes, trailers manipulate me into not watching the movie, after seeing the 2 minute condesned version.
I hate the Trailer's for Sony Movies!!!
Sudhanshu Pathania
I'm pretty sure while giving this interview, these people had no idea that you would name the video 'How movie trailer manipulate you'.
Filmflicker Cinema
So...they're proud of this? I'm sorry but personally I think trailers are horrendous now, the pandering "dramatic noises" and rising tension and stupid nut punches, its just not good. There are good trailer out there but everything these guys are describing they're proud of is everything me and my friends make fun of in modern trailers.
The problem with trailers in today's age is that they seem to show the entire movie's plotline, even sometimes blatantly showing the plot twist element or iconic/memorable scene(s).
Every trailer these days; extremely loud brass Vroom with heavy optical flares. We're done. boys. FYI: I compose music for movie trailers. If you're an Indie-Filmmaker hit me up.
Aaron Barragan
So, does tha trailer industry have access to the full movies?
Rolling Stone
Don't show the whole movie
Bruno CR
Mark Woollen is a master in terms of making movie trailers, glad to see him here. If you check out his work you'll realise he is the best out there and only works with certain kind of movies
TrailerCeption: a Trailer before that same trailer while watch a brief trailer of that trailer just to finish your trailer follow by that same trailer just because the original trailer was the international trailer.
Sourish Saha
ok now I don't trust this trailers
Sourish Saha
everything's a business now...I don't trust this
Kron Hertz
Also another trick that professional trailer makers use is using deleted or cut scenes that are not in the theatrical release. I can't count the number of times I was duped into watching a movie just for a scene that never existed in the final cut/release.
Excuse me, waiter? Umm, there's an Eagle in my explosion. Can I get a new one? Thanks.
i just wished trailers wouldnt spoil half the movie.
2:37 when the eagle came in I laughed lol
The fact that this type of video is on a channel labeled news shows pretty much how I feel about Vice
tranquilizer agent
I just cringe at trailers nowadays...
I did know there was an industry behind the movie trailers because I watched Cameron Diaz on The Holiday 😌
those guys seem very punchable
Sumanth Mehatha
I hate trailers. They ruin the movie 🤷‍♂️
All these people need to be fired
These are all the things that make trailers seem repetitive and obnoxious... "jungle cat goes to the cool factor.." Lol no, it does not.
Othéra Flores
now i know what i need: a movie made as if it were a 1.5 hour trailer.
Just remember, you could be LIVING in a trailer...or a VAN DOWN BY THE RIVER!
The movie companies can actually make their own trailers, they just choose not to. Good movies make good trailers. That's it. And...nope, I trust movie reviews MORE than trailers. Yep, I do.
Modern trailers are so stupid because they don't tell you squat. They are always too quick, too flashy, and gives too little away. I recommend not judging movies by trailers at all, and instead look at the vikipedi article, which usually has a good summary of the whole thing.
You want to improve trailers? Try not showing all of the best parts of the film while simultaneously mapping out the plot.
Levi Weiss
WOW I literally couldn’t care less, I hope you all die simultaneously in a horrible tragedy
Александр Багмутов
I watched Annihilation and enjoyed it very much. I am so glad I didn`t watch the trailer beforehand, because with all those mentioned generic stupid bombastic effects, the movie appears to be just another mindless action horror and I certainly would have passed it. I`d fire all of these trailer people and start the industry completely fresh.
Jean Bean
DC Has the best trailers..but not the movies
John Smith
We may have gone too far in a few places
Petitio Principii
There should be also a Golden Raspberry award for bad trailers. Those who make you think, "okay, thanks for giving me this full summary of the entire movie and spoiling even the conclusion and major twists and everything", those that try to sell you the movie as something very different from what it actually is... there are probably other possible categories.
Ned Flanders
Zefo No
Thi was the least interesting video I've ever seen on this channel. Everything that was said was very obvious from just watching 1-2 modern trailers and in fact, all the trends that they were hyping up, like moody covers, or removing the music for a punchline, are hated by the general public.
Cry Wolf
trailer become shittier. it's basically a spoiler now.
Shrek T
you forgot, reveal the final move / scene thus ruining the movie and enjoyment
Muhammed Chand
I'm not sure why they're so proud to be the people that sell movies so badly. Trailers misrepresent or literally spoil great movies, thanks 👏
emilio lozano
Your forgot to mention how trailers show footage of shit thats not in the film or shots that look great but are bad in the final cut
I'm glad they have the self-awareness to acknowledge that this is commercial art and not fine art, but it's very interesting regardless.
yani nanreh
Idk if I’m right, but I look at it like this: the trailer industry is Vine, and the movie industry is Youtube. 🤷‍♂️
Me Snake
Vice - Masters of manipulation ✌️
These guys explained bad trailers. Tropes people hate.
What a misleading title.
Hattie Francis
The trailers aren’t bad, it’s the films themselves. Everything is so repetitive and it’s all about sequels and remakes. But then again it’s more rewarding when you find a really good movie.