History of trailers / films

History of trailers / films

The first trailer shown in a U.S. movie theater was in November 1913, when Nils Granlund, the advertising manager for the Marcus Loew theater chain, produced a short promotional film for the musical The Pleasure Seekers, opening at the Winter Garden Theatre on Broadway. Loew adopted the practice, which was reported in a wire service story carried by the Lincoln (NE) Daily Star, describing it as "an entirely new and unique stunt," and that "moving pictures of the rehearsals and other incidents connected with the production will be sent out in advance of the show, to be presented to the Lowe’s picture houses and will take the place of much of the bill board advertising." Granlund was also first to introduce trailer material for an upcoming motion picture, using a slide technique to promote an upcoming film featuring Charlie Chaplin at Lowe’s Seventh Avenue Theatre in Harlem in 1914. Up until the late 1950s, trailers were mostly created by National Screen Service and consisted of various key scenes from the film being advertised, often augmented with large, descriptive text describing the story, and an underscore generally pulled from studio music libraries. Most trailers had some form of narration and those that did featured stentorian voices.
In the early 1960s, the face of motion picture trailers changed. Text less, montage trailers and quick-editing became popular, largely due to the arrival of the "new Hollywood" and techniques that were becoming increasingly popular in television. Among the trend setters were Stanley Kubrick with his montage trailers for Lolita, Dr. Strangelove or: How I Learned to Stop Worrying and Love the Bomb, and 2001: A Space Odyssey. Kubrick's main inspiration for the Dr. Strangelove trailer was the short film "Very Nice, Very Nice" by Canadian film visionary Arthur Lipsett. In 1964, Andrew J. Kuehn distributed his independently-produced trailer for Night of the Iguana, using stark, high-contrast photography, fast-paced editing and a provocative narration by a young James Earl Jones. His format was so successful; he began producing this new form of trailer with partner Dan Davis.