I’m of very mixed opinions on the movie trailer. On the one hand, seeing a good one is really exhilarating. On the other, so many of them now spell out the entire plot of the movie and make you feel as if you’ve seen everything before you’ve watched it. Or they give you enough to where you can figure out all the plot twists and stuff beforehand. At that point, where’s the fun?
But, in the past few years I’ve been in theaters more and more and have seen more and more trailers, and I’m starting to come around on the better ones. Unlike with movie posters, they don’t really exist in perpetuity. They’re there to sell you on a film, and once the film is out, no one particularly remembers the trailer. Sure, the good ones you maybe remember, but you don’t go back and watch them often. How many trailers do you go back and see for movies that came out 5+ years ago? Less than five, I’d guess. And most of the time, it’s not because you remembered, “Oh yeah, that was an awesome trailer.” Mostly it’s to see what the trailer looked like or to show it to a friend to sell them on the movie.
However, each year, there are some cool trailers that come out that are worth noting. So what I do, at the end of every year, is go back and watch several hundred trailers (often multiple trailers for each film), and pick out what I think the best ones were. Usually I’ll have half a dozen in my head that I remember having liked, and then I’ll think of some more along the way. But mostly I’m going back and seeing which ones ended up being the most artfully done.
Here are my favorite movie trailers of 2018: (more…)