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T.J. Miller

Movie trailer makers multiply as online viewing of previews soars

Movie trailer makers multiply as online viewing of previews soars

Movie trailers have become their own kind of blockbusters. Hollywood studios collectively spent $3.16 billion last year on U.S. marketing efforts to draw people to the theaters in the face of competition from new entertainment options, according to Nielsen. The struggle to reach the mass audience has given rise to a diverse industry of producers that cuts feature films into bite-sized appetizers. About 15 years ago, there were only a dozen or so companies distilling motion pictures down to 21/2-minute previews. Now there are more than 100. Fueling this growth has been an explosion in viewing online, where previews can generate as much buzz as the films themselves. People have watched...

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