
Special feature of 1905 film network As an audience, what content of a movie will you be attracted to first?Everyone will have their own answers.Perhaps the main lineup can attract audiences with the reputation of past works; Inductive posters posted everywhere can also be "brainwashed" and impressive; And take the film.ContentTrailer, relatively more concrete.After all, the trailer can more directly present a film’s style, plot and other effective information. Even many viewers learned about a movie through the film notice in the cinema, and silently planted grass.
Although in the eyes of many people, the trailer is just a propaganda material, which undertakes the function of advertising, for the staff, preview editing is the closest thing to the creation of film content among all kinds of propaganda materials at present.It seems that in many people’s cognition, the trailer is made by the director and the film editing team themselves. Of course, this situation does exist, but it is not entirely the case.
The so-called industry has specialization. With the development of China films, promotional materials companies are increasingly divided in the market, including poster companies and video companies, among which trailer companies, tidbits companies and short video companies are even divided. Of course, there are also many companies that can set foot in all the corresponding fields.Looking at the whole film circle, the trailer industry is still relatively young, and only full-time companies have been established since about 2010, with a development of more than 10 years. Nowadays, with the development of the film industry, the production of trailers has entered another track.
A heavier and shorter trailer
The word "preview cheating" often appears in some online comments. Obviously, these trailers have successfully deceived the audience into the cinema.
In other words, among the factors that affect the audience’s expected management of movies, trailers account for a huge proportion. A movie usually has more than four trailers, and those films in important periods such as Spring Festival and National Day have a greater demand for the number of trailers.

Among these trailers, which one is the most important?
The company "Youmingtang" has participated in other film projects. Co-founder Xu Wenbo told us that from the data given by various platforms at present, the final preview is usually the most clicked. "A big reason comes from that most viewers usually take the initiative to open a trailer to understand the film before considering buying tickets, and at this time, most of the tickets are recommended and displayed by the ticketing platform."

This phenomenon also makes the ultimate notice a "mountain" in the eyes of practitioners.
"It is not difficult to simply cut out the plot, but a good final preview needs to use colorful ideas and forms in a short time to make the plot catch the audience." Lin Mingtao, director of Hengye Film Video Center, pointed out the difficulties to us.
Liu Wenpu, the founder of Liuhe Century, who has participated in other projects, said that besides the final preview, the first preview is also not easy. "That is the first video material to meet, and the audience will have a certain understanding of the film after watching it. And the content of the video comes from the movie itself, which is absolutely impossible to fake. The most important thing is that this preview will be the longest in terms of playing cycle, and the responsibility of natural bearing will be different. "

He also mentioned that with the development of entertainment platform, film marketing methods are no longer routine, and each film has different needs for the definition and function of the first preview.
It is true that we can see from the first preview of various films released at present that some of them are still the same as in the past, and the film side seems to let the audience quickly grab the selling point of the film by determining the schedule and other information; Others let the audience remember the film first through various more innovative ways, or directly through plot fragments, and then use other contents to let everyone understand it slowly.
My People,My Country’s first trailer was one of Xu Wenbo’s impressive trailers. "This trailer was released on July 28, and it actually started working in mid-June."

The film was a rare patchwork film at that time. "It took us quite a long time to weaken the sense of patchwork, and it also dispelled everyone’s understanding of the main theme film. In the early stage, we did a lot of research and found that the general audience was more interested in the unit, so we took it as a main body, and sang a My People,My Country to lead to other time nodes. At the same time, we rewrote the music and presented every historical moment. "
Judging from the later discussion, this trailer is a success.

Although the idea of trailer editing has been slightly adjusted with the changes in the current entertainment market, the purpose of finally letting the audience find better movie selling points has not changed. It is difficult to find a clear explanation for this change. The biggest consensus is that with the rise of short videos, they often face the same feedback when making them, "cut them as short as possible."
Make a decision! The trailer is cut like this
Most movies will be fermented after 1-2 months of publicity, which also gives the publicity team and trailer team the opportunity to "try and make mistakes".
Several trailer producers have told us that although they and the propaganda team will try their best to think of various selling points in the early stage, after each trailer is issued, the comments of netizens can always give them some new ideas and avoid inappropriate content in time.
Every time Xu Wenbo cooperates with the director, everyone will constantly use various trailers to run in with the market. "We will change our marketing strategy at any time according to various public opinions and previously released data." However, this does not mean that the film promotion depends on data algorithm analysis, but more on emotional classification, from which the audience can find the empathy points found in the film materials.

Then, who will make the final decision on the trailer production of a movie?
Generally speaking, the trailer production of most domestic films is often involved in the late stage and near the end of the film production. However, at present, with the changes in the film market, many projects have been involved from the shooting period and even the early stage. Liu Wenpu told us that at present, they have a team working on a film production crew.
Of course, such projects are often head projects, and there are very strict plans for publicity and distribution.
At present, many filmmakers and trailer teams cooperate in a fixed way. Except for companies such as Light Film and Hengye Film, which have their own special video vision teams, most of them are tacit understanding and trust accumulated over the years.
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Of course, with the rise of the trailer industry, the strength of many young companies can not be underestimated, and it is often the case that trailer companies conduct "competitive presentation". Some filmmakers will hand over all the trailer business to a single team, while others will choose according to their plans and hand over the appropriate content to the relevant teams.
Usually, in the direction of the trailer, the director has the relatively main decision, but the propaganda team will still give the director relevant opinions in combination with the market situation.
The director doesn’t like to put the best content in the trailer, but prefers the fried content … … Every director will have his own preference. Liu Wenpu also told us that Tsui Hark is one of the few directors who can modify the content of materials by himself. "His hands-on ability is very strong."

And in the trailer, they have their own ideas of this generation of "online directors".
For example, during the publicity period, after the intensive publicity of the film in the past year, many contents have been exposed almost. When facing the release, Chen Sicheng found a non-trailer team to edit. "Even some people are not in the film circle, but in the advertising circle. These people have brought some new ideas to the film promotion."

Lin Mingtao also verified to us Chen Sicheng’s rigor and carefulness in the trailer. "He has already clearly defined the ideas of some trailers from the time of shooting, and even in the middle of filming, he has already completed the trailer shooting."
The trailer is not simply edited according to the feature film. At present, many head projects will be "tailor-made" for the trailer during the shooting process.
Better and more realistic trailer
Should the trailer make an illusion and trick the audience into the cinema?
This question was thrown to every trailer creator by us. Everyone’s point of view is still the same, "you can’t destroy the temperament of the film itself." Trailers can "cheat", but this kind of "cheat" is to strengthen the advantages of the film itself.
Lin Mingtao is currently serving art cinema. "When we cut it, it will be between commercial films and non-commercial films. For example, in See Nara again, we will focus on the topic of mother-daughter feelings and orphans in World War II. This is a commercial topic, but the overall style will definitely retain the original temperament of the film."

Including their past participation, "we will strengthen the legendary content of the original site in the trailer and increase the suspense, which will arouse the curiosity of the audience."
In addition to editing creativity, many teams will make great efforts in music and other aspects, and music copyright is also the biggest export of a trailer cost. Liu Wenpu told us that they had spent 80,000 yuan to find a suitable tune in order to edit the preview of "One Warriors"; The Xu Wenhao team also spent nearly 200,000 RMB on the production of light music for the trailer of My People My Homeland Zhonghe Unit. These expenses do not include the mixing work in the later stage of the trailer.

At first glance, these costs are already "sky-high" for a preview material with a communication cycle of only one week, but compared with the "a poster worth 100,000 yuan" that was often mentioned in the past, this cost is not so high.
With the development of China’s film industry, previews, posters and other film materials are closely related to it. With the dedication and content support of these practitioners, it is possible to further broaden and innovate the technology and concepts of filmmakers.