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:



VICE News
“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 - http://bit.ly/2LpFKaK
peblezQ
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...
John Smith
So these are the idiots responsible for trailers sounding not only the same as other trailers, but alien to the movie itself.
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.
Alex
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.
Anna Castro
I actually hate it so much when trailers have “trailerized” versions of songs. It always sounds like a shitty cover
Jacky Lawrence
These people are *villains* .
ilghiz
I don't watch trailers. They raise expectations too high and spoil the plot. They manage to squeeze a whole movie into half a minute. All the best shots get into it with nothing left for the movie. E.g., I would have liked _The Imaginarium of Doctor Parnas_ much more if I hadn't seen its trailer. It was disappointing to see no more mind blowing pictures than in the trailers! The movie _is_ good per se, but isn't as surreal as the trailers suggested.  The best way to watch a film (for me) is to watch it from scratch without even knowing what it's about. So I read movie descriptions, if I like a description, I put the title on my watch later list. When I want to see a movie, I choose a random one from my list. By that time I've already forgotten the description, so that I've no expectations. Maybe I know its genre and overall mood and that's all. I figure out what's happening on the go. The story unfolds gradually, it prepares me for its twists and images.  A trailer can't do that. It can only create dejavus. You come to a movie theater to see more but it turns out you've seen it all in those trailers. You guys should do something about it. Trailers shouldn't substitute movies. They should not contain any footage from after the first ten minutes of a movie. If they do, the movie should offer ten times as much as its trailer shows. A trailer must be a glimpse, not a substitute.
Guacamole Work
Am I watching Vox now ?
Harith Sami
I find using low-denominator humor for international audiences fairly insulting.
Bond, Chemical Bond
Jesus these guys look like the stereotypical white studio executives called Josh and Clark
Brandon Spain
The title for this video should be renamed: "How These Assholes Ruined & Spoil Movie Trailers"
Glorious4K60FPS
Now do one on how vice manipulates you.
dimitreze
nut punchs never work you dummies
MissMiia
Guys, do you know any unique but magnetic trailers that aren't built around the same formula? I can't remember ones for movies but I do remember two unique trailers. Death Stranding (still confused af wth is going on) Tetris Effect (best trailer EVER)
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
rodylermglez
I want to punch these people in the face. Ugh...
James
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.
TheFourthWinchester
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.
Sanjay Bhambhu
The thumbnail was about to tell me how trailers are some fake representation of movies, clickbaiter.
E B
Ahh soo these are the guys that are spoiling all the best movies by putting all the cool scean's in it and leaving none for the movies... If you Ask me, the older trailers have always been better by not telling you evrything makeing you more suprised when seeing it the first time :P
tokekkk
Even a trailer got a trailer now, jeezus...
Aidan Rogers
So these are the people who reveal too much in the trailers?!
LegoLogical
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.
Battle Of Trenton
If someone is singing "I Wanna Be Sedated" in a somber, quiet tone I think they're already sedated.
Mai Balanay
Everyone suddenly a trailer critic now lmfao
Jarvis Coleman
These turds need to get in touch with Japanese OST composers and creators.
bami2
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!
pangorban1
This is supposed to be a film analyzing trailers, but it enfolds exactly like a trailer. Hyper-editing, jump cuts, massive action overload, fast, fast, fast action and even faster action. Hyperactive people sitting on couches spewing fast-paced dialogue saying nothing. Jump cut. More explosions. More and more explosions. More action. More hyperactive people sitting on couches saying nothing. Keep going. Faster, faster, faster! Don't stop to think. More action. More and more action. Whammo! Boom! Well, that was a nice evening. But I've got work in the morning. This crap brainwash industry is why I no longer go to the cinema.
papillon
Those who can, do. Those who can’t, teach. Those who can’t teach, teach gym. Those who can’t teach gym, make trailers.
jokerjjg
I have to admit it. The Suicide squad trailer tricked into going to see that mess of a movie.
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)
Me Snake
Vice - Masters of manipulation ✌️
IcyDragon68
Every trailer has that mechanical fart from inception now
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
La Frips
If I want to see a movie, I don’t watch the trailer first coz it ruins the movie for me.
VoorDeFilm
So the conclusion is: don't watch trailers. Thank you! :D
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 ❤️
Kylin Burtrum
In a world, without gas! *BLARING BAND INSTRUMENTS*
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
Sourish Saha
everything's a business now...I don't trust this
Dood Bro
Every trailer is the same now
PopcornProductionsco
CAN WE PLEASE GET RID OF BUMPER TRAILERS?
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. 🤷‍♂️
Nate's Adventures
This is so rad. So cool seeing the little things you would never notice.
Hola Burger
Thanos only had 2 stones in the trailer, while in the movie he had 5 at that time.
Sourish Saha
ok now I don't trust this trailers
Levi Weiss
WOW I literally couldn’t care less, I hope you all die simultaneously in a horrible tragedy
cocojamboyeah
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.
LFP Gaming
Whoever did the 'Geostorm' trailer should be fired... I saw RIGHT through that shitty movie's trailer the moment I saw it
A Bonilla
I did know there was an industry behind the movie trailers because I watched Cameron Diaz on The Holiday 😌
CarimboHanky
attendance dropped because 99% of the movies are shitty remakes of old shit. most times the trailer is the best part of the movie.
Mike Jones
They didn't talk about the iconic air horn sound but did play it at the end lol
S B
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.
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.
Frickin Mustache
5:47 “Gayyyy"
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.
tripjet999
Just remember, you could be LIVING in a trailer...or a VAN DOWN BY THE RIVER!
2 flowers
Oh so one guy doesnt make all the trailers? Couldve sworn it was just one guy theyre all the same
WaterMark
Insightful video. I find it horribly manipulative how they make trailers.
NINJA's Depression
Look at that Tom schmuck all proud of what is arguably the worse thing about modern movies...as if he actually accomplished something,,,,as if he ever wrote anything of mild interest in his goddamn life...
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'.
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.
Sean
These are all the things that make trailers seem repetitive and obnoxious... "jungle cat goes ahhh...ads to the cool factor.." Lol no, it does not.
lovethai
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.
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.
Inroad International — Nick Poe
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.
BwillWall
The fact that this type of video is on a channel labeled news shows pretty much how I feel about Vice
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.
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
Tomas Shade
Yes, trailers manipulate me into not watching the movie, after seeing the 2 minute condesned version.
TokyoTraveller
Excuse me, waiter? Umm, there's an Eagle in my explosion. Can I get a new one? Thanks.
Atia Janssens
what annoys me about trailers nowadays is when they show EVERYTHING already and there's nothing left for the movie. ugh
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.
TrizerFlame
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.
Terrariums and Tea
What about trailers that have scenes that aren't in the movies? I'm looking at you Star Wars.
AntonioKowatsch
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.
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
thesuicidefox
Nowadays some trailers are better than the movie.
nein
i just wished trailers wouldnt spoil half the movie.
Lake Blue
3:49 The original. sounded way better
Ewerton Almeida
There are actually many trailers that are better than the movie
Shrek T
you forgot, reveal the final move / scene thus ruining the movie and enjoyment
Rolling Stone
Don't show the whole movie
Cry Wolf
trailer become shittier. it's basically a spoiler now.
Jesus
Also tell, "How vice manipulates you"
CheesecakeLasagna
Now I know who to blame.
Jean Bean
DC Has the best trailers..but not the movies
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 👏
Sumanth Mehatha
I hate trailers. They ruin the movie 🤷‍♂️
Jaded Jonny
Watching trailers also saves you money as they always show WAY too much..
Sarii Fox
Um...so how do movie trailers manipulate me?
A P
All these people need to be fired
tranquilizer agent
I just cringe at trailers nowadays...
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.
John Smith
We may have gone too far in a few places
Othéra Flores
now i know what i need: a movie made as if it were a 1.5 hour trailer.
Zorex
those guys seem very punchable