Reading Time: 10 minutes

How the 80s and 90s Movie Trailer Revolutionized Movie Culture

The 80s and 90s Movie Trailer – The Ultimate Pre-Show Entertainment

Do you remember the thrill of sitting in a dark cinema, the screen suddenly coming alive with promises of upcoming adventures, romances, and thrills? “In a world…” a voice would boom, instantly capturing your attention and imagination. 

This was the power of the 80s and 90s movie trailer. An essential component of the cinema-going experience during that era. 

As we will come to see, those little commercials did more than just advertise the movies they borrowed clips and sound bytes from; they actually were a big reason why the movie culture that came to dominate the 80s and 90s became so popular. 

80s and 90s trailers would prove that when done well, they could wield tremendous influence on moviegoers’ anticipation of upcoming movies. Some would also become as memorable and appreciated as the films they teased.

What is a Trailer? Doesn’t that get Towed Behind a Truck?

But what exactly is a movie trailer? 

Growing up, we called them “previews” and it wasn’t until later in life that someone schooled me in the correct terminology. 

You can imagine, and perhaps identify, with my confusion. The thing that happens before the movie, the pre-movie advertisements for other movies, are called “trailers?” 

Fast forward to many more years later, (a few days ago actually), I learned that the term trailer was given to these movie snippets because when they were first shown in 1913, they were in fact shown at the end of the movie; "trailing" its credits. 

However, it didn’t take long for cinema operators to realize that audiences often got up and left after the movie ended, missing these promotions entirely. The solution was simple yet revolutionary. Move the trailers to precede the film, ensuring they captivated audiences when they were most attentive.

The Evolution of the 80s and 90s Movie Trailer Before 1980

In 1913, Nils Granlund’s spliced together rehearsal footage of his Broadway play which he began showing in Marcus Loew theatres. 

This was the humble beginning of what would become a pivotal part of the movie industry. 

By 1919, the National Screen Service (NSS) was established, helping to professionalize and expand what a trailer could and should do. Marking the start of a more systematic approach to trailer production.

Yet, it wasn’t until visionaries like Alfred Hitchcock came onto the scene in the 60s, that trailers began to evolve into the art form we recognize today. 

Hitchcock’s trailers were unique because they were created by him, the director of the film. Using trailers, he offered audiences a glimpse behind the curtain. Enticing them with the promise of his latest cinematic masterpiece. Showing them just the right amount of details he felt necessary to lure them to the cinema.

This direct approach was a departure from the norm and set the stage for the trailer's evolution into a critical marketing tool.

In the 60s and 70s trailers continued to evolve, becoming more sophisticated and crucial to a film’s success. Trailers started to become a key element in promoting blockbusters, like “Jaws” and “The Exorcist.”

In a World of 1980s Movie Culture, Spoke One Man, With A Voice Like No Other

Then came the 80s, and with it came the voice of one man. A man with a voice like no other. That man was Don LaFontaine. Known affectionately as the “King of Movie Trailers,” LaFontaine’s deep voice was a defining element of the cinematic pre-show experience. 

If you heard an 80s or 90s movie trailer, particularly if it advertised an epic blockbuster, chances are you heard Lafontaine’s narration.

Over his career, Lafontaine’s voice graced over 5,000 film trailers and an estimated half a million TV spots and radio advertisements. But it was during the heyday of the 80s and 90s movie boom that Lafontaine helped to create the necessary buzz needed to drive ticket buyers to spend their hard earned money at the theatre. Or at any of the movie rental stores that became mandatory pit stops during the 2 decades.

Lafontaine’s unique tone of voice, capable of conveying a thrilling sense of urgency or a deep, sombre mood, quickly became a favourite among movie studios. 

One of LaFontaine's most recognizable contributions to trailer narration was the introduction of phrases like "In a world..." These few words set the stage for countless trailers, creating an immediate atmosphere of anticipation and excitement. 

His ability to draw audiences into the narrative of a movie before they had even seen a frame was unparalleled. Trailers featuring his narration were a big reason why movies became such a popular part of 80s and 90s culture.  

Behind the Scenes: The Making of a Trailer

Even with one of the coolest voices in the biz providing voice over narration, the success and popularity of any 80s or 90s movie trailer ultimately depended upon how skillfully they could be produced. 

The creation of a movie trailer is a meticulous process. It involves collaboration between filmmakers, marketing teams, and sometimes even composers to craft a preview that captures the essence of a movie while enticing audiences. 

The selection of scenes, the pacing of the edit, and the overlay of music and narration are carefully considered to ensure that the trailer aligns with the marketing strategy for the film. 

Care must be given to this advertising art form because the last thing stakeholders want is for people to scoff or roll their eyes at a movie’s trailer and say things like: “well that looks stupid,” or, “I’m definitely not going to watch that one.”

In the 80s and 90s, this process often involved the director and studio marketing departments working closely. Together they would select footage that highlighted the film’s most appealing aspects without giving away too much of the plot. 

The Trailblazing Trailer of “The Empire Strikes Back” (1980)

“The Empire Strikes Back”, the second instalment in the original Star Wars trilogy, is often heralded not only for its cinematic excellence but also for its innovative marketing, particularly its trailer. 

Unlike many trailers of the time that relied heavily on voiceover narrations and scene excerpts, “The Empire Strikes Back” trailer utilized a more subtle and mysterious approach. 

It teased iconic visuals and hinted at darker themes without revealing key plot points, such as the shocking revelation of Darth Vader’s true identity. 

This approach built immense anticipation and speculation among fans, making the trailer a pivotal moment in movie marketing. It demonstrated the power of trailers to enhance the cinematic narrative experience by sparking curiosity and conversation. While not diminishing the film’s impact with spoilers.

The Evolution of the 80s and 90s Movie Trailer

The mid-late 80s and 90s then saw a shift towards more dynamic and engaging trailers. 

This era experimented with faster edits, more dramatic music, and a stronger emphasis on creating an emotional response from the audience. A style that paralleled the successful elements of MTV music videos. 

The influence of television commercials is evident in the quicker pacing and more sophisticated use of sound and visual effects. These trailers aimed to grab the viewer’s attention in a matter of seconds. 

Trailers like “Back to the Future“ (1985) showcase this shift. Offering glimpses of the films’ thrilling aspects without giving away too much detail. 

Comparatively, the trailer for “Independence Day” (1996) epitomizes the 90s style of high-energy cuts. It includes spectacular visuals, and emphasizes the movie’s blockbuster appeal.

Genres other than Action, Horror and Sci-Fi

When we think of an 80s or 90s movie trailer, often the first memories that come to mind are of those action-packed, thrilling, adrenaline-pumping movie promos like most of the examples we’ve discussed so far. 

Exploring the diversity of movie trailers beyond the domains of action, horror, and sci-fi allows us to appreciate the range of marketing strategies and creative approaches employed during the 80s and 90s. 

After all, these two decades were not only significant for their technological advancements and genre-defining blockbusters, but also for their contributions to other genres such as comedy, drama, romance, and family films. 

Let’s look back at popular 80s and 90s trailers from these genres that highlight their unique appeal and marketing techniques:

Comedy Trailers

“Home Alone” (1990) – This family comedy classic’s trailer perfectly captured the film’s blend of humour, mischief, and heart. By focusing on Kevin McCallister’s ingenious traps and hilarious interactions with the “Wet Bandits,” the trailer appealed to both children and adults, promising a fun and festive cinematic experience.

“Mrs. Doubtfire” (1993) – The trailer for this beloved comedy showcased Robin Williams’ incredible range as an actor. It also highlights the movie’s touching exploration of family dynamics. By highlighting the humorous and heartfelt moments of a father going to extraordinary lengths to be with his children, the trailer appealed to a wide audience. Promising laughter and a warm-hearted movie watching experience.

Drama Trailers

“Dead Poets Society” (1989) – This trailer effectively communicated the film’s inspirational tone. While also teasing the powerful performance by Robin Williams as an unconventional English teacher who inspires his students. The use of poignant scenes and stirring speeches in the trailer resonated with viewers, promising a thought-provoking and emotional journey.

“Forrest Gump” (1994) – The trailer for this drama masterfully introduced audiences to the character of Forrest Gump, played by Tom Hanks. It shows some of Forrest’s interesting and incredible journey through pivotal moments in American history. The trailer’s blend of humour, drama, and historical context, along with the iconic “life was like a box of chocolates” line, intrigued audiences and promised a unique storytelling experience.

Romance Trailers

“Pretty Woman” (1990) – The trailer for this romantic comedy highlighted the chemistry between Julia Roberts and Richard Gere. Setting up the film’s Cinderella-like story with a modern twist. Showcasing the film’s blend of romance, comedy, and drama, the trailer appealed to audiences looking for a feel-good movie experience.

“Ghost” (1990) – With its blend of romance, drama, and supernatural elements, the trailer for “Ghost” captivated audiences. Showcasing the poignant love story between Sam (Patrick Swayze) and Molly (Demi Moore), alongside the thriller aspects of the plot. The iconic pottery wheel scene featured in the trailer became a symbol of the film’s romantic appeal.

Family Movie Trailers

“Beauty and the Beast“ (1991) – This trailer introduced audiences to the beautifully animated world of Disney’s first animated film nominated for a Best Picture Oscar. Highlighting the enchanting story, memorable characters, and award-winning music, the trailer promised a magical and heartwarming tale for the whole family.

Trailers That Became Cultural Phenomena

The 1980s and 90s were rich in cinematic culture, largely thanks to a slew of trailers that captivated audiences. 

But some 80s and 90s trailers also became cultural events in their own right. 

One of the most memorable examples of this phenomenon is the trailer for Tim Burton’s “Batman” (1989). 

Its dark, atmospheric tones and the iconic logo slowly appearing against the Gotham skyline left audiences in awe. Marking a significant shift from the campy portrayal of Batman to a darker, more mysterious figure. 

The choice to cast Michael Keaton was controversial as well. It had moviegoers anxious to see how the actor would look wearing the costume of the caped crusader. The trailer quickly dispels any doubts that Keaton couldn’t embody the Caped Crusader’s intense, gritty persona.

The Batman trailer was so compelling that people reportedly bought movie tickets just to catch a glimpse of it, showcasing the power of effective marketing and the anticipation it could generate.

Wait, What? Trailers That Neither Trail nor Precede Movies? What Gives?

In the 80s and 90s, trailers started to inhabit spaces totally seperate from movie pre-shows. Video stores, with their vast collections of VHS tapes, and later DVDs, often played trailers on in-store monitors. Further embedding upcoming releases in the minds of moviegoers.

Additionally, trailers began to make their way onto television screens without the need to precede actual movies. 80s and 90s trailers started airing during special spots at prime viewing times. 

This ensured that movies reached a wider audience. It also helped to create a buzz around a movie’s release long before it would even hit the theatres. 

Teasers – The Other T Word

In the 80s and 90s, the rise of teaser trailers also allowed for more creative freedom. Providing audiences with just a taste of the atmosphere and visual style of a film. A prime example of this was the teaser for “Terminator 2: Judgment Day” (1991). It showed the assembly of the T-800 cyborg, creating anticipation for the sequel, without revealing the plot.

Showing a short scene in its entirety as a teaser trailer was just another way that 80s and 90s trailers evolved to capture audiences attention and create curiosity and anticipation. 

Another example of this was the “Lion King” (1994) teaser trailer that showed the whole opening scene of the movie. The scene depicts the birth of Simba and his epic presentation to the animal kingdom. It culminate with Simba being held up high before his future subjects by the mandrill shaman Rafiki, as Elton John’s powerful score comes to a crescendo… 

And then it’s over; and the audience is left craving more.

Online and Digital Marketing

As the internet came into existence and started becoming more accessible during the 90s, the foundational work laid by the trailers of the 80s and 90s paved the way for digital marketing. 

Trailers were among the first types of video content to be widely shared online, predating modern social media platforms. 

The concept of viral marketing, particularly through teaser trailers and sneak peeks, owes much to the strategies developed during these decades.

The first movie trailer to appear online was for the film “Star Wars: Episode I – The Phantom Menace.”

It made its debut on the internet in 1998, marking a significant milestone in the evolution of movie marketing and the use of digital platforms for promotional purposes. 

This event was a turning point, showcasing the internet’s potential to reach a global audience quickly and effectively. 

Even though the movie itself didn’t quite satisfy everyone who was excited by its preview, the trailer’s online release generated immense buzz and anticipation. Highlighting the growing importance of the internet in movie marketing strategies and setting a precedent for future film promotions. 

Since the end of the 90s, trailers have flourished online. 

The “on-demand” nature of online trailers meant that they could be sought out, viewed, (and reviewed) by movie fans who no longer had to buy a movie ticket, rent a VHS or DVD, or stand in the middle of blockbuster watching the tv monitors, to find out what was coming soon to a screen near them. 

The Golden Age of Movie Trailers

The 80s and 90s were a golden age for movie trailers, setting standards and practices that are still in use today. 

The innovation seen in movie trailers during these decades not only enhanced the movie-going experience but also left a lasting impact on advertising and promotional strategies across the entertainment industry.

Beyond their role in promoting upcoming movies, trailers have also gained recognition as a unique form of artistic expression within the film industry. 

This acknowledgment is exemplified by the establishment of awards specifically for trailers. 

The Golden Trailer Awards, inaugurated in 1999, celebrate the creative and technical achievements in the craft of trailer-making, recognizing various categories including Best in Show, Best Original Score, and Best Voice Over, among others.  

The creation of these awards highlights the acknowledgement of the significant impact the 80s and 90s movie trailer had and continue to have on the marketing and success of films. 

The Legacy of the 80s and 90s Movie Trailer

From the narrative-driven previews of the early 80s to the visually spectacular and emotionally charged trailers of the mid-late 80s and 90s, the evolution of movie trailers reflects broader changes in technology, audience preferences, and marketing strategies. 

80s and 90s trailers, with their blend of storytelling and spectacle, continues to influence how films are presented to the world today.

As we look back on these decades of innovation, it’s clear that the art of the movie trailer became as vital to the cinematic experience as the films they promote.

These decades gifted us trailers that were innovative, evocative, and sometimes secretive, playing a crucial role in embedding movie culture deeply into our lives.

A Simple Request that Trails this Post

Now, we turn the spotlight over to you, our readers. 

We’re eager to hear about the movie trailers that have left a permanent mark on your memories?

Which 80s and 90s trailers do you remember most vividly, and why have they stayed with you through the years? 

We encourage you to share your stories and reflections in the comments below. Your insights and memories are invaluable as we celebrate the art of movie trailers and their impact on our cinematic experiences.

Thanks, and have a rad rest of your day!