I was speaking on Movie Trailers at Cinechats at the University of Ontario Institute of Technology. While I was writing a few slides I applied the LEAD structure to Movie Trailers.
- Lead – Grab the audience – 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/movie different?
- Direct – Directive – How do I learn more or buy?
Movie Trailers usually come in three time frames:
- Teaser – a year ahead – Build buzz. Film still in production
- Coming soon – a month before – Intro plot line
- Out now – opening week to month – excite/directive to see
What I realized as I watched a number of movie trailers is the time frame effects how much of the LEAD structure is used.
- Teaser trailer – focus on Lead and Excite
- Coming Soon trailer – full LEAD cycle
- Out Now trailer – focus on the Amaze and Directive