We’re only supposed to be giving a sample of the movie that makes people want more, that’s our job. Now there’s such a hunger to get material into the marketplace and to keep feeding it with material but you have to be careful not to put the whole movie out there. True, and there’s all sorts of issues - you don’t want people to feel like they’ve seen the entire movie in trailers. It’s interesting, I was watching the trailer for The Empire Strikes Back the other day and it was absolutely riddled with spoilers, but obviously because it wasn’t being bounced around the internet back then it didn’t matter so much, whereas now it seems you’ve got to be really careful. The biggest thing hanging over trailer discussion these days is spoilers. There are times when we intimately work with a director from the beginning the Valerian teaser we just did, we’ve been working on that with Luc Besson from the beginning. The director wants to get involved, it’s another creative outlet for them. It’s definitely a stage in our process it either comes earlier on or after a studio has a trailer that they’re happy with, then they show it to the director and there’s a good chance they’ll become involved, as they should, because it’s such an important piece of the movie going out. How much does the director generally get involved, does it vary from project to project and genre?Ī higher calibre director, or one who wants to very much get their hands on it, will get really involved. The studio then looks at multiple versions of the trailers from multiple companies each giving their own point of view, and then it has the advantage of picking what it likes from different trailers and testing different approaches in the marketplace as to what seems to work best for consumers.
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