A. Theoretical introduction

1. on-air promotion – the basics

1.1. Trailer types

1.2. Tasks of a trailer – an excursion into advertising and consumer psychology
– Sender marketing objectives
– Transmitter brands
– Audience needs
– Effects of on-air promotion
– Stimulus processing vs. attention
– Strategies to increase the perception of trailers
– Formal design options in trailers

1.3. The production process of a trailer
– Workflow
– Job profiles in on-air promotion
– Media planning tasks
– Findings from current trailer trackings

2. briefing – the basis of a good trailer

– From the basic data from marketing to the creative briefing
– Components of a complete briefing
– USP / SMP
– Dealing with the briefing in practice

3. big idea – the development of extraordinary ideas

– What must a concept achieve?
– Rules for creative teamwork
– Creativity techniques
– Dealing with creative blocks
– Presentation of concepts

4. implementation

– Design elements / Tonality
– 90 minutes in 30 seconds – the approach
– Design and structure of a trailer
– Storytelling trailer
– Conceptual trailers
– Still image trailers – protection of minors in on-air promotion

5. music in the trailer

6. text in the trailer

– Successful text concepts
– Tasks of a good trailer text
– How much text can a trailer take?
– Do’s and don’ts of advertising copy

7. tips & tricks for a precision landing when marketing a channel

8th screening: national and international trailer examples

B. Practical part

Conception and editing of a fictional trailer (cinema, TV or web) according to the storytelling principle in different groups by implementing different briefings.

Participants will gain a practical insight into the work of a writer/producer and at the same time learn how to deal with the important interface to station marketing.

Film material and short descriptions of the film with relevant background information are provided.

Work steps:

1st briefing
2. conception
3. sifting/stapling the film material, if necessary. Rebriefing
4. music selection
5. rough & fine cut
6. practical application of the learned design tools for trailers

– Cutting rhythm
– Original sound / Music / Sound effects / Atmo
– Compositing / Color correction
– Typotrailer
– Image-text scissors / Image-sound scissors
– Typo animation and cutouts and much more.

7. image post-processing with effects, typo animations etc.
8. sound post-processing
9. packshot design
10. text creation
11. dubbing and sound mixing
12. presentation of the produced trailers / discussion & analysis