What Happened to Standalone Teaser Trailers, From Pixar Classics to 'The Da Vinci Code'?

What Happened to Standalone Teaser Trailers, From Pixar Classics to 'The Da Vinci Code'? ...

The way film marketing works today is as true as it was decades earlier. It's like they're from different planets.

These remarkable variations of ordinary movie trailers were exciting ideas that could function as standalone entities unto themselves, sometimes outliving the features they were promoting. The 2002 Jerry Seinfeld documentary Comedian isnt something that isnt talked about often decades after its release, but that teaser trailer for Toys focused solely on the film's lead man, Robin Williams, who has become so popular that it even became parodied in an episode of The Simpsons.

As finished films, Comedian and Toys could not be more dramatic. However, they do give excellent examples of how standalone teasers can give you a taste of what youre about to see without ruining the whole experience. These performances typically employed performers, such as Williams or Billy Crystal, who could come up with entertaining material on the fly and who would not need a script to be funny. Thus, a standalone teaser might be customized around their hernanigans and get peoples interest in their upcoming star cars

The standalone teaser was not a monopoly on comedies. Blockbuster films used to produce memorable standalone trailers as early as a year in advance, one that promised spectacle without spoiling all of the best moments of excitement from the features they were promoting.

Pixar Animation Studios was a well-known producer of standalone teaser trailers for films such as Toy Story 3, The Incredibles, and Ratatouille. These films, while entertaining, immediately conveyed the realness of these larger-than-life creatures while delivering memorable gags that audiences couldn't get enough of.

It would have been difficult to imagine that this form of marketing would ever disappear around 2005 or 2006, especially when it came to big-screen comedy production. Part of this was due to a decrease in big-screen comedy opportunities.

The main culprit is the shorter marketing window. Standalone teasers were usually (but not exclusively) released a year or so before a film was released. In the modern world, most titles, especially big blockbusters, would begin their marketing campaigns much sooner than their release dates, so they may cancel out theatrical release plans in the future.

Thor: Love and Thunder and Jurassic World: Dominion are now only available for a few months before they are released. Likewise, your average streaming game from Netflix might not release a trailer until just a few weeks before it is released. Movie studios are now having trouble launching independent teasers that are empty of footage from the movie.

Toys's sole focus on advertising at home was shattered by a fresh problem: competition for people's attention. There are more options than ever before for entertainment for the general public in the battle to divert attention away from TikTok, gaming, the internet, and everything else.

Every piece of marketing counts more than ever, and that means studios have opted for standalone teaser trailers in favor of trailers that just get to the point. While you're more likely than ever to see standalone teaser trailers like the ones for Sing 2 that detract from modern marketing trends, it's a sad development.

Another modern marketing tactic that has emerged in the last decade is a greater emphasis on big reveal in trailers in order to entice fans to go viral, particularly on social media. Superhero films especially benefit from trailers that gradually introduce more and more fan-favorite comic book characters from the film or television show they are trying to promote. However, the necessity for a standalone teaser trailer has decreased.

In an age of custom-made trailers to receive maximum attention during San Diego Comic-Con panels, these kinds of teasers are unlikely to be missed by most other kinds of films.

Granted, not every film requires a standalone teaser and a year-long marketing campaign. The Da Vinci Code standalone teaser is on nobody's list of all-time great film trailers. But there should still be room for all kinds of movie marketing, regardless of genres that may benefit from an extra break.

The standalone teaser trailer may be just a shambles in the ever-changing wind of film marketing. From the roadshow presentation to movie trailer voiceovers, many aspects of movie marketing have vanishing in prominence. If Hollywood ever wishes to recreate great self-contained teasers for the generations, the standalone teaser trailer will always be standing by, ready to resurrect its old form.