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So just what is a trailer, anyway?

Ed Vollans (School of Film, Television and Media Studies, University of East Anglia, Norwich, United Kingdom)

Arts and the Market

ISSN: 2056-4945

Article publication date: 5 October 2015




The purpose of this paper is to posit a methodology for exploring promotional trailers in the public domain and a critical discussion of the findings therein.


The approach utilises third part press as a mechanism to limit videosharing website results and allows for a varied corpus of data.


The paper posits that the term “trailer” has shifted significantly since its original use in the film industry and now applies to a certain type of experiential promotion.


This is the first time a methodology has been discussed that considers trailers as a shared vernacular term, rather than subject of historical archive.



An earlier version of this paper was presented at the Media Mutations Conference Bologna 2013, the author wishes to express thanks two anonymous reviewers, and all those who provided valuable feedback and encouragement for this paper.


Vollans, E. (2015), "So just what is a trailer, anyway?", Arts and the Market, Vol. 5 No. 2, pp. 112-125.



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Copyright © 2015, Emerald Group Publishing Limited

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