Considering that the movie trailers show the first glimpse of what the film will be like; it’s an important thing to get right. As you have many websites: such as YouTube, that can show the clips worldwide, and so they can bring in a massive audience. You do have to also remember that the film company has to usually pay for advertisement; but if they have the trailer on YouTube then the advertisement is free, and will cover more areas.
The trailers can be shown to promote the film worldwide through media: such as the News. This then is also free advertisement, and along with interviews from the actors will entice more people to view your product at the cinema/ buy the DVD.
Sometimes, special scenes are shot only to be used in the trailer: that are used to promote the film, but the scenes are not actually part of the finished film. The companies have to always be on the lookout for the next big thing: this is important in advertising as then you can connect better with your fan base. Though its not quite taken off, considering the increasing popularity of Smart Phones and IPhones: with apps like the QR-Code reader, this allows you to view a trailer on your mobile phone, this could be the next best thing. As this would allow you to look at the film poster; then after scanning in the barcode, you would be able to watch the trailer, this would maybe intrigue the audience more (about the film) as then they do not have to wait until they get home (and possibly forget the film title).
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