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What is the best time of year to release a movie trailer?

Warren Mcasparan

There is no simple answer to the question of when is the best time of year to release a movie trailer. The timing of a trailer release really depends on the nature of the movie and its target audience. That said, here are some general guidelines to follow when deciding when to release a movie trailer.

For blockbuster franchises that have a built-in audience, such as comic book movies or established book series turned to the screen, the timing of the trailer release is less crucial. Fans of these franchises will be eagerly anticipating the next installment no matter when the trailer drops. However, in recent years, there has been a push toward releasing trailers earlier and earlier to generate more buzz. Marvel Studio's Avengers: Endgame trailer, for example, was released on December 7, 2018, four months before its April 2019 release date. This release strategy was very effective, as social media visibility and conversations placed the trailer as the most viewed online trailer of all time.

For movies targeting a broad audience, the best time to release the trailer is when potential viewers are in a receptive mood and have time to watch it. In general, summer and holiday periods are traditionally considered the best times to launch trailers as people tend to have more free time. For example, summer blockbuster trailers can often bring in high volumes of viewers as the audience is more engaged in outdoor leisure activities and has more time to browse social media platforms and watch trailers.

At the same time, depending on the theme or subject of the movie, other timing occasions are of importance. For example, science-fiction movies, fantasy movies, or horror may find Halloween season the perfect timing for the trailer release. Christmas movies, holiday romantic comedies, and family films may do well when the world is eager to embrace the spirit of giving and sharing around the holiday season. Finally, movies that tackle race, activism, or social justice may find the period around MLK Day or Juneteenth the right timing for their message.

It is also essential to consider the timing of awards season when plotting trailer releases. Studios may delay a film's release past the end of the year just to position it favorably for awards consideration. In this light, the trailer release may come at any time of the year and placing strategically during an awards show before or right after the achievement ceremony, like the Golden Globes or the Oscars, can draw attention to the film's critical acclaim and potential Oscar buzz.

Overall, the timing of trailer releases should factor in what is trendy and current for the target audience. One good way to help determine the best timing for a trailer release is by examining the tone of the advertising campaigns of previous successful films of like-mind or genre. Through the utilization of social media analytics, movie marketers can pinpoint when audiences are most engaged and tailor their movie trailers' release to a receptive time. Finally, a well-thought-out campaign that releases trailers in an unconventional approach, at best when movie enthusiasts did not expect them to appear, can create mystery and anticipation that can lead to a wider and viral appeal.