The Organisational Trailer

The trailer is not the story. The story can’t just be the trailer.

When I was younger you only really saw trailers for most films in the cinema. They were a treat. They tended to be quite short and designed to not give anything away. The concept of the release of a trailer being an ‘event’ is a uniquely modern one – with fans and critics alike examining extended trailers that hint at major plot points or climactic scenes. Indeed the director of the new Star Wars film has actually suggested that fans should consider not watching the trailers at all for fear of spoiling the movie.

The interesting consequence of this level of interest is that, increasingly, the sizzle of the trailer is creating unusual side effects. For instance the trailers for Rogue One and for Justice League both contain scenes which bizarrely aren’t actually in the final movie. You are watching snippets from a film to get you to watch the film that, confusingly, aren’t in that film.

In the case of Suicide Squad rumour has it that so much effort was put into getting the tone of the trailer right that a completely disjointed film was the result. The focus on having funky introductions for a range of characters that would play well in trailers left a fragmented and unfulfilling movie. The problem wasn’t just that the best bits weren’t only shown in the trailer; arguably they were the reason for the rest of the movie being worse.

There is a cautionary tale here about allowing yourself to be distracted from the whole by needing to present parts well. We see it in organisations – and I also see similar from suppliers – that the whizz bang organisational trailer doesn’t match the real end product.

When we buy tech we end up being told that what we saw in the demo isn’t quite in the live version – or not for that price. Indeed I spoke to an organisation recently who have made a massive investment in a system and now feel misled by the reality – despite doing everything sensible in the purchase process. But now they are committed. They bought the ticket and the popcorn and drink and it’s too late to go elsewhere.

When we advertise roles we give them the trailer treatment – snapshots of the awesomeness of working here. Except people aren’t just signing up for the trailer – they are signing up for the Peter Jackson extended version with near infinite extra scenes.

So remember that we are in the business of making movies. Stories that need to command people’s attention over time. Not shallow adverts to fool them into buying.

The trailer is not the story. The story can’t just be the trailer.

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