When are film trailers released?

The release of film trailers and films are carefully planned by the distributors of a film. The time of  release for a film often determines the success of it from its opening weekend, which on average accumulates 60-70% of a films takings, onward.  This timing takes crucial consideration due to a possible damage poor release timing could make to a film, for example releasing a mid budget film at the same time as a US high concept "blockbuster" film, could show a significant lack in profits for the mid budget, due to major marketing campaigns from the producers of the high concept film.

Trailers are the most common way of promoting a movie, with some production companies releasing up to three trailers for a film. A trailer is usually released during the editing process of a film, with production companies sending select clips from the film to trailer production companies ready to build excitement for the films release. However, some productions will film short amounts of footage to create "teaser trailers" to excite the progress of the film even longer, such as Deadpool 2, which has released two teaser trailers while they have started filming for the feature itself.

Key release dates

Key release dates for films are carefully considered. Films are often positioned for release in time with school holidays; summer, easter, and christmas. Sometimes films match their time of release for example Hop (2011) was released as an Easter special, during a time when children are on holiday from school.

High concept Hollywood blockbusters and other family targeted films are frequently released during the summer. Pearl and Dean, an advertising company, release a film guide of films and their time of release. Looking at releases during summer and christmas this year, there is a large selection of family films (as shown the titles highlighted in green) to be released, mainly in time for the six week summer holiday, giving a wide selection of films for families to watch over this period of time.

Factors of selecting a release date

A film trailer has to create enough excitement for the films opening weekend meaning the trailers release date has to be emphisised enough over that period of time to bring in the average 60-70% of the films takings which are brought in by the opening weekend. The attraction of a target audience also factors a release date. Production companies won't release a film during a time when there is no audience to watch it.