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Approved for All Audiences: A Brief History of the Modern Movie Trailer

Gary Susman has an excellent overview of the movie trailer in Yahoo News with my comments.

As he notes, “a long time ago, in a galaxy far, far away, movie trailers were just commercials, disposable ads for upcoming films. Then, in 1998, came the trailer for what was then the most eagerly awaited movie in years: Star Wars: Episode I – The Phantom Menace. Fans bought tickets to Meet Joe Black just to see the Star Wars clip and walked out before the supposed main attraction started.

In a pre-broadband, pre-YouTube era, fans downloaded the Phantom Menace promo millions of times, poring over it for clues. And an evolution that had begun more than 20 years earlier finally became evident: the modest movie trailer had grown into an attraction in itself, one as worthy of scrutiny and appreciation as the art form it advertised.

Today, the Internet has made available to us a cornucopia of trailers we can watch when we want, as often as we want, for free. In addition to tracking the box office, Variety and The Hollywood Reporter now chart the most popular new trailers as well, with the top clips scoring in the millions of streaming views. (The Fault in Our Stars trailer, at this writing, has drawn more than 25 million viewers, more than twice as many as have bought tickets to the hit movie itself.) And online critics can now give close readings of trailers the way they do for full-length films.

The humble film promo wasn’t necessarily built to withstand such intense scrutiny. But over the past 50 years or so, trailers have matured into bite-size pop-art commodities, worthy of both critical study and mass consumption. (Indeed, it’s easy to watch the online clips the way we eat popcorn, one morsel after another, after another.) Here’s a brief history of how trailers have come into their own.”

You can read the entire piece by clicking here or on the image above; lots of great trailers embedded throughout.

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About the Author

Wheeler Winston Dixon

Wheeler Winston Dixon, Ryan Professor of Film Studies at the University of Nebraska-Lincoln, is an internationally recognized scholar and writer of film history, theory and criticism. He is the author of numerous books and more than 70 articles on film and appears regularly in national media outlets discussing film and culture trends. Frame by Frame is a collection of his thoughts on a number of those topics. To contact Prof. Dixon for an interview, reach him at 402.472.6064 or wdixon1@unl.edu.

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