This should be common knowledge to filmmakers (it certainly is to audiences), but the way your trailer is edited has a large bearing on whether the audience will bother to watch it. It is also the cornerstone of your marketing campaign; the face to go with the copy. Here is a great example of editing random pieces of film footage, putting in  some music and voice over, to give the film any context you want. Scarily, trailers are sometimes made to be deceiving.

Please don’t follow this example, but it serves to show how you make any film fit into a particular marketing strategy simply by the way you present it. Now, if you don’t want a big backlash from such a bait and switch, make your trailer show the true essence of your film, in 90 seconds or less.

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