Word: trailering
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Dates: during 2000-2009
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...Trailers for big-event movies, which can appear in theaters up to a year before release, have become big events themselves. The new trailer for George Lucas' Star Wars: Episode II--Attack of the Clones, is scheduled to unreel in theaters this week after a premiere on television. The Fox network (sibling of the movie studio releasing the film in May) slated the trailer's broadcast between The X-Files and Malcolm in the Middle on March 10, thereby luring Star Wars devotees to the network just to catch...
...this technology and targeting has made sleight of hand even more prevalent in movie advertising. Several marketing executives who didn't want their names used told TIME that bait-and-switch trailer tactics are as integral a part of the movie business as Oscar parties and backstabbing. Trailers often have music that is not in the movie, and older actors are banished from spots destined for MTV. Studios will use several production houses to make different trailers for different audiences by emphasizing only a part of the movie. "They'll tell one company to sell it as a romantic comedy...
...Once a trailer gets to theaters, positioning is crucial: the studio wants it to play close to the start of the feature, after the audience has settled down. Deals are struck to get trailers in front of big movies. Last year Sony paid exhibitors to put a trailer for its movie The Animal in front of Universal's The Mummy Returns, which promised to be a hit. Fearing a dangerous precedent, other studios complained, and Sony promised not to do it again. And after a dispute with New Line, theater chain Regal Cinemas threatened to pull trailers for the studio...
Although studios send most of their trailers to theaters on individual reels, they are allowed to put one of their own trailers on each print of their movies. Just last month Warner Bros. generated considerable buzz for its summer release Eight Legged Freaks--a knowingly schlocky movie about giant spiders--by attaching its hilarious, action-packed trailer to the vampire flick Queen of the Damned. Audiences were cheering, though not for the main attraction; in this case, the trailer really was the best part of going to the movies...
...Pennsylvania, when the very idea of Garth Brooks was enough to make a haughty sniff rise in my northeast coast nose. Country music of any kind was considered by my friends and neighbors to be déclassé and faintly ridiculous— the music of rednecks and trailer-park dwellers and yes, Republicans...