Theresa at 2009-09-06 15:31:55:
Ugh I HATE that thing about trailers when they show the whole movie. Ask my hubby, I get really upset about it every time we're in a theater.
One reason they might do that is so that they make sure they hook various different demographics in the audience that are attracted to different things in the trailer. They show it all, and then they hook more people. But in my case, if they show a trailer like that, I don't go to the movie or I just wait until I can get it free on netflix. So they are shooting themselves in the foot.
I once took a survey in a shopping mall from a marketing firm that was asking about movie trailers. They showed various trailers and then they asked "what do you remember that you just saw?" Everything had gone by so fast with super quick cuts, that the only things you really remember are the big explosions, or a certain character's expression about something. It was an interesting experiment thinking back on it. I should use that theory when writing my loglines. Make them punchy or they just end up being forgettable!