Gone in 6 Seconds (Or Less)
A few years ago, I cracked open an internet browser to check out the trailer for a movie I was excited about. I hit the play button but this time around, something entirely new occurred: a six-second “mini trailer” played before the actual, full-length movie trailer. To be clear, this was not an ad for something else; indeed, it was a truncated trailer for the same film, attached to the front end of the video itself.
Ladies and gentlemen, fellow participants in the Attention Economy: we now live in the age of the micro-trailer. The Trailer Trailer. The mini-trailer, if you will.