So just what is a trailer, anyway?

Abstract

Purpose – 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. Design/methodology/approach – The approach utilises third part press as a mechanism to limit videosharing website results and allows for a varied corpus of data. Findings – 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. Originality/value – This is the first time a methodology has been discussed that considers trailers as a shared vernacular term, rather than subject of historical archive.