One of my favorite tactics to evaluate my trailers is asking people their opinions.
I group these people into 'The Experts' and 'The Others'.
The 'Experts' mark all the ticks for being 'eligible' to review a trailer.
They have Context, or they ask for it:
- What time is the trailer going to be aired?
- What is the target group it aims for?
- Is it part of a campaign, or is it a standalone trailer?
- Is it a sizzle, a bumper, a teaser, or a trailer?
- Is it related to Christmas? Easter? or else? etc.
They have Data:
- They have experience editing trailers.
- They have watched a lot of trailers.
- They know the 'key metrics' for judging trailers, etc.
They have Perspective:
- Example #1: We want to make an 'action' trailer to attract a male audience or
- Example #2: We want to support female role models, so our goal is to make a trailer highlighting empowered female leaders, etc.
I would say that 'the Experts' can give an informed and more 'objective' opinion based on a 'technical analysis' (even when judging somewhat 'abstract' concepts like Effectiveness or Flow or Impact, etc., I would consider this technical)
But... I love the 'Others' group more.
Why?
Because they lack Context, Data, and Perspective.
Their opinions are based on the feelings triggered inside them.
And they have only one point of view, 'their' point of view, which is highly subjective.
Let's be clear.
I find priceless value in an Expert's critiques. Their points are targeted and specific, and they derive from looking at the trailer through many different lenses.
They can be a director, a producer, an editor, a vfx artist, or a sound designer all at the same time.
I am reviewed by the 1% of the people, consisting this very specific group of experts.
But when I get an opinion from one of 'the Others', it is like coming from the rest 99% of the world, and this is where fresh ideas and original points of view, surprisingly, emerge.
From 'ordinary' people who are thinking with their hearts and expressing themselves freely, outside of technicalities.
This is what I crave most because a lot of times, I fall into the trap of thinking purely technically, staying in the 1% expert group.
You can do better. than that.
Just be 100% free.
-Yannis
