ABSTRACT: The following paper aims to explore the main characteristics of movie trailers and to study its various forms (standard trailers, teaser trailers, television spots etc.), taking a closer look on both their history and their role among the other tools used to promote the movie. The paper’s goals include mapping out the various channels used to reach the consumers and to study how they generally feel about movie trailers and how these perceptions have changed as time went on. In addition to above, the paper also seeks to answer how movie trailers have changed in their content since their inception, how the main tones and focus points have shifted (fe. how the footage that was used were selected to begin with), what consumer- and marketing trends they tried to adhere to and how early into the movie production process have they started to promote it.

Keywords – advertising, consumer behavior, cultural marketing, movie consumption