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Page: Video:

Lead: 10 Excite: 33 Amaze: 6 Direct: 5
Ghostman (0:56)
Ghost Man cover.jpg
Author: Roger Hobbs @rogerjhobbs

Publisher: Knopf

ISBN: 978-0307959966
ASIN: 0307959961
Date Published: February 2013
Elements: Directive, Narrator, Praise, Sound Effect, Video - Stock

This was the trailer that got me interested in analyzing book trailers. A very well done fast-paced cinematic approach that uses all stock video and images. One of the fascinating elements is the spoken narration often does not match the words on the screen.

The trailer is unusual in that it does not use a plot line, it focuses on introducing the protagonist. You want to read more about him rather than the situation or challenge.

  • Unusual in that the approach is pure character. No mention is made of setting, situation or crisis.
  • Powerful trailer
  • Commercially produced by publisher 
Knopf Doubleday – part of Random House
  • Driving, strong music
  • Special sound effects – siren at beginning, broken glass at end
  • Narrative – Confident, strong, swagger
  • Words on screen do not match narration. Mostly testimonials
  • Final screen words one at a time to drive message
  • Car video – slick, fast
  • The trailer has an expensive look

LEAD Analysis

Lead "I can hit a bank and disappear in two days and nobody would ever know I was even there." LEAD Timing Stopwatch.png
Excite [interest] Strong boasting and praise titles.
Amaze [hook] Words on the screen: If you can't reach heaven - raise hell.
Direct [directive] Title, author, publisher and teaser "Disappear here."

Trailer Arc

Character.jpg Directive.jpg

The trailer is pure character approach. It tells nothing of the setting or plot.

Publisher Intro

When a casino robbery in Atlantic City goes horribly awry, the man who orchestrated it is obliged to call in a favor from someone who's occiationally called Jack. While it's doubtful anyone knows his actual name or anything at all about his true identity, or even if he's still alive, he's in his mid-30's and lives completely off the grid, a criminal's criminal who does entirely as he pleases and is almost impossible to get in touch with. But within hours a private jet is flying this exceptionally experienced fixer and cleaner-upper from Seattle to New Jersey and right into a spectacular mess: one heister dead in the parking lot, another winged but on the run, the shooter a complete mystery, the $1.2 million in freshly printed bills god knows where, and the FBI already waiting for Jack at the airport. To contend with all this will require every gram of his skill, ingenuity, and self protective instincts.