Word: trailering
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...movie industry is about to honor some of its biggest flimflam artists--and we're not just talking about the Oscar ceremony on March 24. The Third Annual Golden Trailer Awards are scheduled to be handed out this week at Hollywood's grand old El Capitan Theatre. A panel of judges (including Ben Stiller) will cast their votes for last year's best trailers: those 2 1/2-minute theatrical reels, 30-second TV spots and eye-grabbing teasers. Some contenders made bad movies look good (Pearl Harbor); some helped B movies open big (The Fast and the Furious); all of them...
...everyone would agree, but trailers have entered a kind of Golden Age, propelled by new matrix-style editing technology, which can make even lackluster footage seem positively zippy, and the Internet, where dozens of sites are devoted to viewing and dissecting trailers as if they were significant works of art. A trailer for Resident Evil, a horror movie opening this week, has been viewed on the Web more than 2 million times, and Internet critics have been madly buzzing about a trailer for the upcoming Spider-Man that aired during the Super Bowl...
...Trailers are tested, polished and targeted to audiences almost as carefully as the movies they advertise. Studios typically spend up to $600,000 on trailer production and prints, and buying TV spots accounts for more than half of the studios' marketing budgets, which rose 13% last year. In 2001 the average studio movie cost $47.7 million to make and an additional $31 million to market...
...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...