Although the focus of this website is book trailers, I sometimes find a movie trailer has similar elements. Coming in May 2016 is Disney’s Alice Through The Looking Glass! The movie is the sequel to the 2010 Tim Burton production of Alice in Wonderland with Mia Wasikowska, Johnny Depp and Helena Bonham Carter.
In Nov 5, 2015 the first trailer was released. It is what is known as a teaser trailer, to give a hint of what is to come. This trailer uses the same LEAD structure as a book trailer.
Lead – (Answer the viewer’s question: Why should I give you 30 seconds of my time?)
Excite – Build interest – (Why should I continue to listen/watch?)
Amaze – Hook – (Why is this book different?)
Direct – Directive – (How do I learn more or buy?)
Nov 5, 2015 the Teaser Trailer
Lead – Start with the classic Disney castle turning like a clock to ticking. The first 20 seconds references the 2010 film, then Alice falls through the door.
Excite – A poem to introduce the new story, ending with “Time is a he!”
Amaze – Hook – Quick scenes of the new setting. “Saving the Hatter is only a matter of time.”
Direct – Directive – Memorial Day 2016
The focus is bridging the previous movie to the new tale.
Feb 15, 2016 – The Second Trailer.
The approach is quite different. A brief Disney logo then introduce Alice. 13 seconds in and as the butterfly passes through the mirror the song “White Rabbit” written by Grace Slick starts. While the movie version is performed by Pink, it sounds like the Jefferson Airplane original.
Now the trailer focuses on special effects and atmosphere. There are few hints about the story ending with the hook “Don’t be Late.”
I find comparing these two trailers fascinating. The first attracts with story, the second with music and effects.