Star-studded Hong Kong movie trailers the focus of exhibition exploring their importance
- Trailers used since the 1940s to promote Hong Kong films, using stars including Bruce Lee, get the spotlight in Coming to a Theatre Near You
Film trailers are an effective way to grab an audience’s attention. A well-edited one can translate into more viewers – and that means more money for the film’s makers.
Over the decades, their role in film marketing has evolved: in the 1940s, trailers could run for as long as four minutes, a reflection of slower-paced lives. In today’s hectic, attention-span-diluted world, they average half that time.
To showcase stand-out examples from Hong Kong cinema, the Leisure and Cultural Services Department’s Hong Kong Film Archive (HKFA) is hosting “Coming to a Theatre Near You – Gems of Hong Kong Film Trailers”, at the HKFA’s Exhibition Hall in Sai Wan Ho.
The exhibition features more than 100 trailers for films from the 1940s to the present day, all sourced from the HKFA’s collection and complemented by seminars with experienced editors and veterans of film promotion.
“Trailers are an essential component of the film industry as they serve as an advertisement to draw people’s attention and lure them to the cinema,” says Kenxi Lau, HKFA’s assistant curator of programming. “Moreover, by studying film trailers, we can explore and trace the development of Hong Kong film.”
Lau says the editing process plays a crucial role in creating an effective trailer.
“Typically, a trailer ranges from tens of seconds to a few minutes in length, which presents a significant challenge for film editors,” she says.
“They must carefully select the most attractive content and shots from the film to captivate the audience and encourage them to purchase a ticket.
“Additionally, the editors must control the pace and rhythm of the trailer, making strategic use of music and promotional slogans to create the desired effect.
“This requires a high level of editing skills and creativity to ensure the trailer effectively promotes the film and leaves a lasting impression on the viewers.”
Interviews with trailer editors Tony Chow Kwok-chung, Chiang Kwok-kuen, Ng Wang-hung and Wong Hoi will be rolled out in phases.
The exhibition, part of the Hong Kong Pop Culture Festival 2024, also features an immersive “Tunnel of Stars” with walls screening star-studded clips from film trailers.
“Coming to a Theatre Near You – Gems of Hong Kong Film Trailers”, Exhibition Hall, Hong Kong Film Archive, 50 Lei King Road, Sai Wan Ho. Open Monday, Wednesday to Sunday, 10am-8pm. Closed on Tuesdays (except public holidays). Admission is free. Ends November 3. For more information, visit filmarchive.gov.hk.
