Trailers, Advertising or Content?

Trailer on Trailer

Here’s a question for you, is a film trailer a piece of advertising or is it content that we film fans actively want to see? Content is the media we want to consume, every article we read online, every TV show we watch, and every podcast we download, this is all entertainment and information that we seek out and pro-actively watch/read/listen to. Advertising is the other bit. Advertising is almost our way of paying to get the content we want. If you want to read an article enjoy this animated ad at the side. If you want to watch a show then prepare for a third of it to be adverts. If you want to download a podcast for free please listen while they read a message from their sponsors.

In a world where the internet is everywhere and we are constantly keeping our eyes transfixed to a minimum of three screens at a time we want constant streams of media and we want it for free. Advertising means that we can continue to get it for free no matter how irritating it can be at times.

But where do trailers fit in?

This question occurs to me from time to time, normally when I am trying to watch a trailer on YouTube. When a trailer is shown on TV or played on the radio then it is clearly just another form of advertising. They are paying lots of money to shove a product in front on your face in the hope that you will buy it. Whether it is Will Smith peddling After Earth or Barry Scott pushing Cillit Bang it is a simple advert to raise awareness and sales. YouTube is an entirely different matter. On YouTube trailers get to be both advertising and content.

If you look at the image at the top of the page you can see that I was trying to watch the trailer for The Road on a YouTube channel dedicated to trailers. Before I could watch the content I wanted to see I was show an advert which just so happened to be a trailer for Tower Heist. Somewhere an advertising agency was paying so that I would watch a trailer before I was allowed to watch a different trailer. Content is our end and advertising is simply a means to an end.

Even over here at Mild Concern we are guilty of blurring the lines a little. Many, many times in the past we have featured a trailer as content. 99% of the time this was either because the trailer really excited us or because we wanted to give it a proper dissection. On only two occasions, the other 1%, we have featured a trailer because somebody paid us to do so. It’s not necessarily something we like to do but we’re open about it and it pays for the hosting but if we’re honest the trailer for Johnny English Reborn probably wasn’t going to make it here on its own merits.

For the most part I would say that the different between a trailer as advertising and a trailer as content is that a trailer can only really serve as content when it is for a film that people either already want to see, a Twilight trailer used to be an event in itself, or for a film that was not previously on your radar but presents a film so intriguing you want to share the two and a half minute preview with the world, Upside Down for example. I quite often seek out trailers and watch them in a way I wouldn’t watch other advertising. I want to see them and don’t need the reward of an episode of Coronation Street to make me watch.


I don’t see how agencies tasked with promoting a film can really justify trying to monetise the trailers themselves. I recently sought out the trailer for Upstream Color after having been baffled by it at a press screening. I found the trailer on the film’s official YouTube channel which is normally the best way to watch a trailer; it will be the best quality and won’t feature any advertising. And yet it did feature advertising! Amazingly it isn’t enough that you want to find out about a small independent release. You still have to earn the right to watch their advert by watching another beforehand. Trying to profit from your advertising itself is baffling. The film should be the product and not the trailer, you can’t really expect to make money from both.

Trailers in the pre-internet age were forms of advertising pure and simple but these days they are just as likely to be found posing as the main attraction in an article as they are simply preceding the main feature at the cinema. At their heart though trailers will always simply be an advert, a commercial. As much as you might want to see a trailer the advertising agency wants you to watch it even more and so we should never be made to watch another advert first.

Advertising is a necessary evil, but let’s not get carried away. OK?

Vampires Suck – Trailer Dissection

A bad trailer this week for a parody, and I use the term loosely, of Twilight called Vampires Suck. The film follows in the fashion of the later Scary Movies and their offspring in looking unfunny and lacking any wit. Waht happened to the Airplanes and Top Secrets of satire?

Watch the trailer below then come inside as I show you precisely why this film will be bad as I strive to create “original content”.

And now let’s get our teeth stuck in… (ahahahaha) Continue reading

Let Me In – Trailer

Yes it’s the fourth post of the day and the fourth trailer of the week but it’s a good one and I want to bump the post about Josh Hutcherson off the front page. The trailer for Let Me In makes me think I should probably see the original first in case i enjoy it too much.

It looks good and scary and Chloe Moretz is probably going to be brilliant. Apparently they missed out a major bit of the plot from the original and it’s a travesty… I couldn’t possibly comment.

The Smurfs – Trailer

I feel like this has been around for a while but Sony Pictures UK have only recently added it to their YouTube, it’s the teaser trailer for The Smurfs! Containing almost no footage from The Smurfs! I don’t think.

All I’ve really picked up from this trailer is that the smurfs will be in the big city, meaning we’ll be treated to shots of Gargamel stumbling around all confused. Joy.

Luckily the film features the enigmatic Neil Patrick Harris and maybe even John Lithgow, though that may have been a dream I had.

Somewhere – Trailer

Sweeping by me unnoticed yesterday was the new trailer and poster for Somewhere the latest film from a personal favourite of mine Sofia Coppola. The film stars Stephen Dorff as an actor staying in a hotel forced to examine his life when his daughter, Elle Fanning, come for a surprise visit. The comparisons to Lost in Translation as so easy I won’t bother and it’s amazing Coppola dared to do it. Though, as I’ve said before, comparisons to good things is not necessarily bad.

The trailer below sets the tone of the film and the poster behind the cut, well that just looks nice!

Continue reading

Scott Pilgrim Trailer Highlights

This was a good bank holiday weekend for Scott Pilgrim fans as 6 new posters debuted at MCM Expo and a new trailer launched online after 100,000 people became fans of the official facebook page. If you haven’t seen the new trailer watch it below then click on in for my favourite bits from the two trailers. It’s getting image heavy in here!

Now let’s look at those highlights… Continue reading

Paper Man – Trailer

Out of nowhere comes a trailer for a film I’ve never heard of but instantly want to see. The film is Paper Heart starring Jeff Daniels as a writer with an imaginary friend, Ryan Reynolds, who befriends a teenager played by Emma Stone. Lisa Kudrow is also knocking about and as anyone who has seen The Comeback knows she can do way more than Pheobe Buffay.

The cast excites me and the film looks like intriguing indie fun.

The bad news is that while Paper Man has an American release this month it isn’t scheduled to come out in the UK yet. Hopefully like Whip It and Brothers Bloom it will eventually find its way over here.