However, most movie houses outsourced the job to a group of NY ad executives at the National Screening Service. As a result, many trailers from the twenties through the sixties are very similar to one another.
In the sixties, more movie producers deviated from the structured NSS formula and sought to create their own divisions of trailers clips producers. Richard Kahn of Columbia House explained, "It's like the ebb and flow of the ocean: The whole question of whether someone should do these in-house or job them out varies with the attitudes of those in charge."
Some people wonder why we call it a movie "trailer," if it's shown before the movie. In the past, mini-films were shown before new movies to keep audiences entertained and trailers were shown at the conclusion of a film to encourage viewers to leave.
Over time, movie trailers became an independent art form that began to attract viewers as much as the movies themselves. Theater owners then began showcasing previews first to entice audiences to come back for more.
Many motion picture preview innovators surfaced over the years. Alfred Hitchcock previews were known for their wit and suspense, while Andrew J. Kuehn previews began a new standard of quick editing and thought-provoking narration.
You'll note that many of the trailers for new movies have extremely fast cutting between scenes. Andrew J. Kuehn explains, "When MTV came along... it recognized that the retention, the ability of the audience to observe, had grown faster because of television: It's not a matter of lack of attention span, it's a matter of how much information people can grasp at the same time."
He added, "In the process you accomplished two things: One, you can get more information across. Two, you can hide your flaws more easily." Thus, the modern trailer was born.
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