Initially, the movie trailer was nothing more than an afterthought — something so mundane that people would know it was time to leave their seats. By the early 20th century, new movies were promoted by the film’s first reel or a few key scenes spliced together. The 1960s saw an influx of independent houses surface that specialized in crafting enticing trailers clips to sell upcoming features. “There’s no questioning the fact that it’s an art form and completely indispensable. It’s become a very big part of the movie going experience,” says famous voice-over artist Don LaFontaine. “If you go to the theater, I’m sure you’ll find that a great majority of the audience are in their seats well before the lights come down, and the reason is that they want to see those trailers before the main feature.”

Alfred Hitchcock was a known innovator in the history of the movie trailer. Often, this iconic filmmaker would appear in his own previews, just as he did on “Hitchcock Presents.” In the preview for Psycho, he took audiences on a tour of the Bates Motel and Bates mansion. In trailers clips for The Birds, he talks about the relationship between man and bird. The suspense and sheer creepiness of Hitchcock’s films were wonderfully demonstrated in just a few short seconds of his previews. “It was always Hitch, and the trailers worked the same way,” said his assistant, Peggy Robertson.

Andrew J. Kuehn was an innovator in modern movie trailers production. In 1964, he released independently-produced trailer for Night of the Iguana that used fast-paced editing, high-contrast photography and suspenseful narration. When he realized the potential for this format, he partnered with Dan Davis to manufacture trailers for some of the biggest names and top movies — including Stanley Kubricks’s 2001: A Space Odyssey, Steven Spielberg’s Jaws, James Cameron’s Aliens and George Lucas’s Star Wars. ”He came into the world of previews when they were done very conventionally, and he reinvented them,” said Bob Harper, vice chairman of Fox Filmed Entertainment. ”He pioneered the idea of previews as a stand-alone piece of entertainment.”

Film historian Frank Thompson explains, “I think the trailer’s becoming more and more powerful … because it has to do a job today that movie trailers didn’t have to do 20 years ago before the big advent of the blockbuster where every movie has to be a big moneymaking machine.” People will continue to watch movies no matter what, but they’re becoming more and more selective about the movies they see in theaters and the decision to buy movies is even harder to make, which is why so much emphasis is placed on the power of the trailers. They must hide a film’s flaws, bring out the good parts without telling the whole story and create an emotional reaction in audiences.

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