Favourite fact about trailers: they typically have 90-120 seconds, & yet people will often remember dozens of facts from them. Compare that to a typical speech or lecture, which may be an hour long, yet people often remember nothing from.
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The people who make trailers are mindbogglingly good at making information sticky.
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Also, curious fact: the quality of the trailer is correlated with the quality of the movie, but to some extent independent. Fr'instance I enjoyed "Man of Steel", but nowhere near as much as I enjoyed the trailer.
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Another trailer I love: the trailer for Brave: https://www.youtube.com/watch?v=ZnGNe3SB9Fk … The movie was only so-so.
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The last 1 second of that trailer is an absolute masterpiece. If there were Oscars for 1-second shots, it would have deservedly won.
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More great trailers: full trailer for Man of Steel: https://www.youtube.com/watch?v=KVu3gS7iJu4 … The Dark Knight Rises: https://www.youtube.com/watch?v=7gFwvozMHR4 … (Yeah, I'm a fan of both Nolans.)
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An aesthetic I like is when the use of music is deliberately restricted, and many Chris Nolan associated trailers do that well.
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The first 90 seconds of the Furious 7 trailer is marvellous: https://www.youtube.com/watch?v=Skpu5HaVkOc … I want to meet the genius who thought of that final jump, the car chase as art form.
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The Joker trailer is amazing: https://www.youtube.com/watch?v=zAGVQLHvwOY … If there was an Oscar for best performance in a trailer, Joaquin Phoenix would be a lock. (Maybe ever? He's just astonishing here.)
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Replying to @michael_nielsen
Not the main point, but one of my favourite jokes, "They laughed when I said I wanted to be a comedian -- they're not laughing now," is (i) stolen from Bob Monkhouse and (ii) killed in this trailer by the addition of the unnecessary line "You can say that again."
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I thought it sounded familiar. On your point (ii), I don't disagree, but think it's not the point. The extra line establishes a relationship between de Niro & Phoenix. That kind of framing line really is the kind of thing a host does, & perhaps needs to do, in that context.
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Replying to @michael_nielsen @wtgowers
So, to your point, it does kill much of the original humour. But I don't think that's the job it's trying to do in the trailer; it's there for very different reasons (to hurt Phoenix, & to establish a relationship).
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