In 1913, Marcus Loews, founder of Loew’s Theatres and later the Metro-Goldwyn-Mayer (MGM) film studio, hired a young press agent named Nils Granlund to market a vaudeville show called Hanky Panky. Granlund must have turned out to be pretty good at his job because he was soon promoted to publicity manager for all of Loew’s Theatres.
In this position, Granlund used live revues to encourage more interest in some of Loew’s underperforming theaters. Then he thought further outside the box and spliced together some rehearsal footage from the Broadway show The Pleasure Seekers and tacked it onto the end of a film. The viewing audience was intrigued. People whispered furiously to one another to express whether or not they might want to see the play and to ask for their turn with the ultra-large mega-tub of popcorn with extra butter.
Okay, I don’t really know about that last part. The history of movie popcorn is another post. But the point is, the movie trailer was born. And it caught on with other promoters who, eventually moving it to the front end of the film so an audience would suffer through it, used them across the United States and throughout the world.
Of course we see trailers everywhere now. Thanks to the genius of Nils Granlund, trailers make up the first fifteen minutes of any movie-going experience. That’s just about enough time for you and your friends to get through the ultra-large mega-tub of extra buttery popcorn. Don’t worry. It comes with free refills.
Trailers are also some of the most emotionally stirring ads on television, the conversation pieces shared across social media platforms, and the third most watched type of video on the Internet, behind news and I guess maybe those hours-long YouTube productions featuring some guy playing a video game in his mother’s basement.
And though it took nearly a century for it to catch up, the book industry is now making trailers, too. Most aren’t as fancy as the slick media masterpieces made by people who know what they’re doing. Many are created by the authors themselves on shoestring budgets and with no discernible talent for movie-making.
But they serve the same purpose as both that early collection of rehearsal footage slapped together by Nils Granlund and the first glimpses of the most highly anticipated thirty-seventh retelling of the story of Spiderman. They stir in us an emotional response, and spark in us a desire to share in the enthusiasm of an artist who has poured time and energy and heart into his or her art.
So, of course, I made one.
Exactly two weeks from today my novel will make its official entrance into the world. I know that it won’t be for all of you. Every book has its reader and every reader has his or her book. But I hope you’ll watch the trailer I made on a shoestring budget and with no discernible talent for movie-making. If you do find yourself emotionally stirred or mildly interested or even if you just want to show your friends the worst example of a book trailer you’ve ever seen, I hope you’ll share it.