Trailers & Promos/Sizzles - The Difference — Think Lemonade Productions

I don’t know why I like Trailers so much, I don’t necessarily specialise in them, you’d think that I did with the amount that I watch. As an editor I inhale video pieces with reckless abandon. I made a rule many years ago to watch something everyday. I watch for various reasons, inspiration, style, pace, rhythm, new ideas, old ideas, ideas that work, when I need to find my zone, understanding what the latest trends are or simply to see what’s out there. I also watch for music and sound design, as a sound editor too, I’m permanently interested to uncover new techniques that are being used.

Truth is, I just love film and understanding my craft better. I see trailers as a mini film and I’m watching for different reasons than I guess they’re made for, so I suppose professional understanding if you had to label it. Trailers are made for one reason and that’s to entice an audience to buy a ticket or tune into the piece, whether its long, short, feature or series. And they work, well, really well

As an editor, I have rituals (spoiler: editors love rituals), I have a certain way that I approach my day.

I make coffee or tea (depending on which way the wind blows) and allow myself 3 trailers in the morning before I start editing. Why three? Well its just under 10 minutes and it usually allows me time to finish my drink while its still hot and this gets me into the zone - and then its time to work. I don’t have a specific genre that I watch, I like to stay current but from time to time I will delve into the archives for something specific or older. Like most humans it usually depends on my mood.

Now I’m not mutually exclusive when it comes to trailers, shall we discuss the little gem of a video piece: the Promo or otherwise known as a Sizzle, I mean who doesn’t love a sizzle, right? Now trailers and promos are technically cousins of the production world and have their equal place on a timeline but should be handled very differently.

You could say they’re the same in what the ultimate goal of each is because both are short pieces meant to excite and inform the audience (whomever that might be).

REMEMBER Every piece you put out -you’re asking people to give you something very valuable to them - Their Time and Attention

So if you want your piece to get seen - give them a reason to take notice - by putting a polished, focussed and professional piece together is the best way to do this - develop a signature or a look

So what’s the difference? And why dear reader are both such hard nuts to crack?

The shortest explanation:

Trailer:

2-3 Minute cut down of a finished film.

Sizzle:

Proof of concept.

Let’s take a quick but deeper look into these two little editing nuggets and what they actually are, for me anyway.

I have not doubt that there are many things to add but for the purpose of this blog, I’ll be keeping it short and sweet.

SIZZLES:

Just saying you can do something, that used to work but these days you need to prove it.

It’s a proof of concept for a film or piece you would like to obtain money for and or find someone to buy into your idea.

Ensure that you stand out.

Make sure you have a your style and your voice is clear.

Your ability to be trusted and make it work = Doubles down on your hand with your treatment and therefore is a visual aid. And does what aids do…aid. Aids your idea, aids in showing your ability to tell a story, aids in looking super professional and notable.

When cutting your piece it will often make sense to use music, cutting on the beat, but not always - use your judgement. Understand that this is not a music video, its telling your entire idea in under 3 minutes.

We need a hero:

A hero shot is a high production value shot of your subject - with a provocative expression or doing something extra ordinary to introduce what amazing thing or circumstance we will experience in the show or series.

Think: soft lighting, dramatic backgrounds, high frame rates, intense facial expressions, close ups of characters (animal and or human) we need to connect with what we are watching. We connect heart first.

It’s the shot that you’ll most likely use in the bio deliverables or character introduction (If your character is human, obviously).

It’s all about the flow:

Make sure you have amazing energy and the emotion comes through.

It must present a vivid world & characters - most of all - it has to tell a story and get the viewer hooked.

Rhythm and Pacing like with in all editing is very important. This is an opportunity to really use vectors, eye trace and drive the mini narrative forward in a visually connective way.

It needs to be exciting, informative and exhilarating. But remain true to the narrative.

It is the most potent weapon you have in trying to get a show made.

The visual medium is just so much more impactful than a verbal pitch = ie: “You gotta see it to believe it!”

Play your cards right:

Use text if you don't have Narration. Reiterate your points.

Title cards can go a long way in getting your point across - WELL.

Titles can add emphasis to your existing audio - So use in conjunction. AS an amplification tool.

They must be unique and visually stimulating.

TIP - Use templates from Aftereffects or make your own in your edit suite.

Music

Makes or breaks a piece.

Music choice is not important it’s CRITICAL!

It's all about guiding the emotion and pacing of the reel as well as the tempo.

Pro Tip -Don't only cross fade two music tracks - When cutting two pieces use a sting. -This provides emphasis and helps you turn a corner in your storytelling. -Ben Ganz

We are all different

Theres subjective and Objective to take into consideration.

Everyone would craft a slightly different sizzle based on experience, skill level, personal preference and ultimately what the client is looking for as well as who the client is and who their target market is. So just put your absolute best foot forward and let the piece speak for itself.

But make sure you’ve done your research as to who you are targeting with the piece.

Consider:

A sizzle shows an EP / Buyer that you're worth trusting.

Ultimately:

Go through the footage or find appropriate shots that reveal your story. Seems obvious doesn’t it, but making string outs and later selects of the footage is a good way to whittle down exactly what you need. I find looking for moments of action, remember action can also mean various things, a subtle eye shift or a feather blowing on the lip of a pond, these are also moments of action, not just hard core running, jumping and collisions. Although, these are great too!

Read the treatment. Understand the film / series being pitched.

Understand the end goal - What does good look like?

Have a meeting with the director / producer and get visual references as well as sound and music references. What are they trying to achieve by the piece?

TRAILERS

Focus on building: Tone - Suspense - Hype

Building hype

First and foremost you need to excite your audience.

Seems simple, no? But there's a difference:

1- Hey by the way - there's a new film out.

OR

2- Getting them so hyped that they'd do anything and miss anything to see that film like right now!

You need to present the film/series as more than just something to watch. It needs to be something to be part of. Understanding that most of us all want to belong to something, and watching a film that makes change, changes view points or creates conversations is something to be part of.

Now, not to confuse the issue, it could also mean a piece made up of many different ideas put together for a festival for instance. You’re telling your audience there is more and - this is only the beginning. For Example a trailer for the Jackson Wild Media Awards Awards Finalists: Put together by our own Angel Morris.

How to start cutting a trailer?

Watch the film and or films.

Look for cutting points.

Look for key narration points.

Look for movement.

Look for epic - high production value shots.

Find the emotion.

Find the best music that resonates for the piece.

What’s the point?

Most people like to watch a trailer before watching a film. It’s just what we do. A taster before buying the whole wheel of cheese.

In its simplicity, it’s a short video piece cut together to show you bread crumb bits of a movie.

The main objective is to get you to watch the whole film. I mean duh…but its harder than it looks.

Key - Cut the story with style.

Pace out the editorial beats - Ie: Dialogue line/moment/ dialogue line/moment.

Sound does most of the work here. If you close your eyes, can you still follow the narrative? You should be able to, the pictures will bring it to life.

Just like our friend the sizzle, music is vital. In a trailer it is important to use music rhythm. Finding the moments between the beats/pace, the important dialogue moments and style moments..

Now the purpose of style moments, you ask?

Basically it’s to keep the viewer engaged. And it gives the audience time to process story information and understand what going on. You can don this a number of ways, Devices or Montage…

For Example:

Both Trailers and Sizzle would typically incorporate a Montage:

1. Consider cause and effect (IE: head turn to lightning).

2. Consider focal point locations - this is where eye trace becomes critical.

3. Consider shot grouping (these constructs work especially well in a montage) - Tell micro stories. A few sequential shots go a long way in telling the story.

4. Also helps tell a greater story - using singular epic shots and micro stories, a good mix of both, enhances stye and elegance to a piece.

5. Always remembering - What is the message?

Final Thoughts:

You are responsible for enticing people to watch the final film, to want more and to want to buy or make the film.

You have 1 chance and a minimum of 90 seconds and a maximum of 3 minutes to do it in. You do this by thoughtful consideration of each frame, moment, sequence and finally the entire piece.

Let’s get down to business and create magic!

Today’s 3 Trailers -

Hope they help you to find your zone if it’s being elusive today…

Trailers & Promos/Sizzles - The Difference