There is definitely an art to making a great trailer. When it's done right it can sometimes be better, and more memorable, than many of the actual films out there. One of my all time favorite trailers is the trailer for MAGNOLIA. PT Anderson always puts out great trailers for his films, but the MAGNOLIA trailer is easily one of the best that I've seen in the past 20 years.
Unfortunately, the art of the trailer has been dying a slow death for quite some time now. I remember when I used to go to the cinema and get excited when I'd see those green bands fade in, but not so much anymore. Every trailer is the same gimmick now. The same pacing, the same music, it's very lackluster and disappointing.
The MAGNOLIA trailer, however, is unlike any trailer I've ever seen before or since. There are these great character introductions that seem to be specifically shot for the trailer (as they are nowhere to be found in the film, or deleted scenes), and they each come in and out with the signature whip pan that is used perfectly throughout the film. It gives you a great feel for the film without revealing too much. The other brilliant section I especially love in the trailer is the tonal shift at the 1:45 mark. Right when you think you're getting a feel for what the film might be it takes you on a left turn to completely different territory; and if you've seen the actual film then you know that's exactly what happens there as well.
Lastly, because MAGNOLIA is such an unconventional film it would seem like a very difficult task to not only market it, but also create a trailer that gives people a general idea of what it's about. Often the people/studio behind the film fail miserably at this. So, the fact that MAGNOLIA succeeded at such a high level is even more admirable.
Every time I revisit this trailer I want to play it again as soon as it's over. Watch below:
