The Overload of Trailers: How Excessive Marketing Ruins Movies and TV Shows

The Nostalgic Charm of Movie Trailers: A Journey from Cover Discs to Digital Dominance

Relive the magic of movie trailers, from their physical media origins to the seamless digital experiences of today. Explore the evolution of this cinematic art form.

By Archyde

October 27, 2023

Remember the thrill of discovering new films through carefully crafted movie trailers? For many, this cinematic journey began long before the ubiquitous internet, with cherished cover discs included in popular magazines.

These early glimpses into upcoming blockbusters offered a tangible connection to the world of cinema. The anticipation built as you popped the disc into your player, eager to see the highlights of a film you’d only read about.

Did You Know? In the pre-digital age, magazine cover discs were a significant marketing tool, providing a direct pipeline of movie previews to eager readers.

The internet has undeniably revolutionized how we consume movie trailers. Gone are the days of waiting for a specific magazine issue; now, a universe of cinematic previews is just a click away. This accessibility has democratized the discovery process, allowing anyone with an internet connection to explore the latest offerings.

How has the increased volume of trailers and promotional content altered the moviegoing experiance compared to previous decades?

the Problem with too Much Preview

For years, the theatrical experience was largely unspoiled. You went in knowing the premise,maybe a few character details,and that was it. Now, in the age of relentless digital marketing, that’s a distant memory. We’re bombarded with movie trailers, TV show promos, clips, featurettes, and behind-the-scenes footage months – sometimes over a year – before release. This constant stream of content isn’t building anticipation; it’s actively diminishing the impact of the final product. The core issue? Spoiler culture amplified by studios themselves.

Why Studios Over-Market: A Breakdown

The shift towards excessive film marketing isn’t accidental. It’s driven by several factors:

Increased Competition: The sheer volume of content available – streaming services, self-reliant films, and blockbuster releases – demands louder marketing efforts to cut through the noise.

The 24/7 News Cycle: Social media and entertainment news sites require a constant flow of content, creating a demand for “exclusive looks” and early reveals.

Data-Driven Decisions: Studios track engagement with marketing materials, leading to a belief that more content equals more views and ultimately, more ticket/subscription sales. This frequently enough overlooks the diminishing returns.

Combating Piracy: some argue early marketing aims to generate enough hype to discourage illegal downloads, though this is a contentious point.

The Negative Impacts of Trailer Overload

The consequences of this marketing strategy are far-reaching. It’s not just about knowing plot twists; it’s about fundamentally altering the viewing experience.

Diminished Surprise and Emotional Impact

A significant part of enjoying a film or show is the element of surprise. When a trailer reveals all the major plot points, character arcs, and emotional beats, it robs the audience of the prospect to experience those moments organically. The emotional resonance is lessened,and the narrative feels predictable. This is especially damaging for suspense thrillers and mystery dramas where plot twists are crucial.

The “Seen It in the Trailer” Phenomenon

How ofen have you heard someone say, “I already saw that in the trailer”? This phrase has become a cultural shorthand for disappointment. When the most visually striking or emotionally powerful scenes are already previewed, the actual viewing feels anticlimactic. The trailer becomes the experience, rather than a teaser for the experience.

Impact on Box Office Performance & Streaming Numbers

While the initial hype generated by extensive marketing can lead to strong opening weekend numbers, the long-term impact can be negative. Word-of-mouth suffers when audiences feel cheated out of a genuine experience. This can lead to a steeper drop-off in box office revenue in subsequent weeks and lower streaming viewership retention.

The Case of Star Wars: The Last Jedi

The marketing campaign for Star Wars: The Last Jedi (2017) is often cited as a prime example of over-marketing gone wrong. While generating massive hype, the trailers revealed key plot points and character moments that significantly diminished the impact of the film for manny viewers. The subsequent backlash, fueled by perceived plot holes and character inconsistencies, was amplified by the pre-release exposure.

What Can Be Done? A Call for Restraint

The solution isn’t to eliminate marketing altogether, but to adopt a more strategic and restrained approach.

Less is More: Focusing on Atmosphere and Tone

Trailers should focus on establishing the feeling of a film or show, rather than recounting the plot. Think mood, tone, and character introductions – leaving the specifics to unfold during the actual viewing. Effective teaser trailers can build anticipation without giving away crucial details.

Delayed Release of Marketing Materials

Studios should consider delaying the release of major trailers and clips until closer to the release date. This creates a sense of urgency and minimizes the time audiences have to dissect and spoil the experience for themselves.

Embracing Choice Marketing Strategies

Focusing on innovative marketing campaigns that don’t rely solely on revealing plot points. This could include:

Interactive experiences: AR/VR tie-ins that allow fans to explore the world of the film or show.

Social media challenges: Engaging