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Hollywood's Trailer Gold Rush: Captive Audiences Rule
19 Dec
Summary
- Theaters offer undivided audience attention, ideal for trailer impact.
- Event films like 'Fire and Ash' are marketing goldmines for previews.
- Studios are creating trailer events to capture audience interest.
In an era of fragmented media consumption, movie theaters are re-emerging as crucial marketing hubs for Hollywood. The upcoming release of "Avatar: Fire and Ash" is set to continue this trend, offering trailers for major 2026 films to a captive audience. This strategy capitalizes on the undivided attention audiences give in a theater setting, making trailers shown before blockbuster features exceptionally valuable for studios.
The "Barbenheimer" craze, sparked by trailers before "Avatar: The Way of Water" in 2022, demonstrated the potent cultural impact of this approach. Now, studios are planning extended previews and unique trailer experiences for anticipated movies like Steven Spielberg's "Discourse Day" and Christopher Nolan's "The Odyssey," with some even planning theatrical-exclusive teasers for their own upcoming releases.
While some moviegoers are adapting by arriving late, studios are combating this by transforming trailers into events. This includes immersive previews and memorable teasers, mirroring the success of the "Barbie" trailer. This strategic use of pre-show content is essential for maintaining momentum within the blockbuster release machine, especially for peak seasons.
