Traditionally trailers were only viewed in cinemas and were part of the cinema visit’s highlight ‒ to see what was up-and-coming and to experience the anticipation and excitement created. This is still partly true, and viewing a trailer is still an important part of the cinema visit ‒ to see teaser scenes on the big screen, to have the look of a film revealed or for characters to come to life. Due to the long process of film-making, film trailers (several versions of them) are often released a year before the film itself, again to generate and then maintain interest.
However trailers are often viewed in other mediums as audiences are targeted quite specifically, and so social media is playing an increasingly prominent role.
There is, for example, a new trend called ‘unlocking’ which involves tweeting about a film and encouraging enough other people to do so until a film trailer is unlocked for viewing. Increasingly, as films are in production for years, there is a trend for companies [official feeds] to tweet photos of sets, costumes and even snippets of footage of a film to generate conversation on social media. For some people this reveals too much and spoils the big reveal of seeing a film for the first time on the big screen. However for others this just increases the anticipation.
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