Behind the Credits: Why Were the First Movie Trailers Originally Shown at the End of a Film Instead of the Beginning?

Imagine sitting in a darkened theater, the final credits of a sweeping epic fade to black, and instead of rushing for the exit, you stay seated to watch a short reel of upcoming attractions. Today, we call these "previews" because they precede the main event. However, have you ever wondered why they are linguistically known as "trailers"? The answer lies in the early 20th century, when these promotional clips literally "trailed" the feature film. This historical quirk wasn't just a matter of tradition; it was a reflection of the evolving business of cinema and a logistical experiment that eventually failed. This post explores the fascinating origins of movie marketing and why the industry eventually decided to flip the script.

The Literal Origins: Why They "Trailed"

The term "trailer" is a linguistic fossil from 1913. The very first movie trailer was not even for a film; it was an advertisement for a Broadway musical called The Pleasure Seekers. Produced by Nils Granlund, an advertising manager for the Marcus Loew theater chain, the short film featured rehearsals of the play and was spliced onto the end of a feature film.

The logic at the time was straightforward:

• Continuous Programming: In the early days of cinema, theaters often ran continuous loops of films, newsreels, and shorts. Audiences could enter at any time and stay as long as they liked.
• The "Coming Attraction" Concept: Since the main feature was the draw, exhibitors believed that placing advertisements at the very end would catch viewers just as they were preparing to leave, encouraging them to return for the next week's show.
• Serial Storytelling: In 1914, the first true film trailer appeared for a serial titled The Adventures of Kathlyn. Because serials relied on "cliffhangers," placing a teaser for the next episode at the end of the current one was a natural narrative progression.

The Flaw in the Strategy: The Mass Exodus

While placing advertisements at the end of a film made sense on paper, it quickly encountered a significant hurdle: human behavior. According to film historians, theater owners soon noticed a frustrating trend. As soon as the main feature ended, the majority of the audience would stand up and exit the theater to beat the crowds or catch a trolley home.

This "mass exodus" meant that the expensive promotional reels were often being projected onto an empty room or to the backs of people’s heads. By the late 1910s and early 1920s, it became clear that trailers were failing in their primary goal: to be seen. Industry data from that era suggested that showing a trailer after a feature was effectively marketing to the cleaning crew rather than the paying public.

The Shift to the "Pre-Show"

Recognizing the lost revenue, exhibitors began experimenting with the placement of these reels. By the late 1930s, the practice of showing trailers before the film became the industry standard. However, the name "trailer" was already so deeply embedded in the professional vernacular of Hollywood and theater management that it stuck.

Several factors solidified this transition:

1. The National Screen Service (NSS): Formed in 1919, the NSS began producing and distributing standardized trailers for all major studios. Their dominance in the market helped standardize the "pre-show" format.
2. Captive Audiences: Advertisers realized that audiences were most attentive before the main feature began, as they were still settling into their seats and waiting for the entertainment to start.
3. Increased Production Value: As trailers became more sophisticated—incorporating voice-overs, flashy graphics, and orchestral scores—they became an attraction in their own right, justifying their spot at the beginning of the program.

Conclusion

The evolution of the movie trailer from a literal "trailer" to a high-stakes "preview" highlights the pragmatic nature of the film industry. While the term remains a relic of a time when advertisements followed the feature, the shift to the beginning of the program was a necessary adaptation to audience habits. Today, trailers are a multi-billion dollar marketing machine, often generating as much buzz as the movies they promote. Understanding their history reminds us that even the most established traditions—like the order of events at a cinema—are often the result of trial, error, and the simple reality that you can't sell a ticket to someone who has already left the building. To learn more about film history, consider exploring the archives of the American Film Institute or the Academy of Motion Picture Arts and Sciences.