Рoster and trailer as a method of promotion of modern movie pictures

Abstract

The article shows that in the film industry, trailers originated and are still created as a means of promoting a film, and the advertising aspect remains an integral feature of them. In recent years, the amount of content and distribution channels has grown so rapidly that the need to compete for the attention of viewers is now taken into account already at the stage of film production. This contributes to the emergence of new marketing tools and non-standard promotion solutions. Having realized the significant role of the trailer in promoting a film, marketers are studying the effectiveness of its impact on potential viewers. The article analyzes current trends in the creation of posters and trailers. Their role in shaping the visual appearance of the film and attracting the attention of viewers is explored. The article presents the results of assessing film advertising tools for the perception of potential audiences. Particular attention is paid to the ethical side of the issue. Examples of the use of posters and trailers in advertising campaigns are analyzed. The authors formulated practical recommendations for working with marketing incentives in the film industry. The findings may be of practical value to film producers and marketers seeking to optimize film promotion strategies in the modern film industry.