I feel that trailers are essential to a films success in the modern day industry. Trailers are a great way of showing off the art and quality of the film. What I mean by this is that, if you've created one of the all time greats, using great camera work, casting, script etc, your able to show it off in a 2 minute slot, and show it to the vast nation. However in other cases it allows the audience to find out about the film, the genre, the content, the characters and whether it would be something that would appeal to them, that they may not of ever heard about.
However trailers can be tricky, as they are only 1 - 2 minutes long, therefore the amount of detail you are able to fit in is limited. Also you don't want to give too much away. There is a difference between telling the story, and letting the audience develop an understanding of the story - this is what separates the good trailers from the best. Also someone could argue that they were looking forward to watching a film because of word-of-mouth, however when it came round to seeing the trailer, they were immediately put off.
In summary I think that what makes a trailer important is the quality of the trailer, because if you haven’t got a good trailer, you’re not going to gain business and could/probably lose viewers, but on the other hand if you’ve got a good trailer, you better hope the films good because everyone is coming.
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