{"id":904,"date":"2017-03-20T13:00:00","date_gmt":"2017-03-20T13:00:00","guid":{"rendered":"http:\/\/commarts.pleather.us\/2017\/03\/20\/why-the-baby-driver-marketing-team-cut-a-916-trailer-for-sxsw\/"},"modified":"2017-03-20T13:00:00","modified_gmt":"2017-03-20T13:00:00","slug":"why-the-baby-driver-marketing-team-cut-a-916-trailer-for-sxsw","status":"publish","type":"post","link":"https:\/\/blog.valdosta.edu\/m2\/2017\/03\/20\/why-the-baby-driver-marketing-team-cut-a-916-trailer-for-sxsw\/","title":{"rendered":"Why the ‘Baby Driver’ Marketing Team Cut a 9:16 Trailer for SXSW"},"content":{"rendered":"

\"\"<\/a><\/p>\n


\nEdgar Wright’s new movie trailer launched at SXSW, and it was vertical.
\n
\n <\/p>\n


\n“The only consistent thing in our business is change,” said Elias Plishner, in charge of Edgar Wright’s Baby Driver<\/em> for the Sony Pictures Entertainment team. “Everything we are talking about here [in Austin], we weren’t talking about last year at SXSW.” \n<\/p>\n


\n <\/p>\n


\nSitting on SXSW panel Opening a Film in a Mobile World<\/em> along with Facebook’s Beverly Atkins, Plishner explained the motivations for experimenting with the trailer on the eve of Baby Driver<\/em>‘s SXSW world premiere. For Plishner, the entire marketing build-up of the film’s premiere was centered on the trailer release. \n<\/p>\n


\n <\/p>\n


\nThe film won’t be in theaters for another five months. To generate buzz, they created three versions of the trailer: one in traditional 16:9, another in 1:1, and the last in 9:16. The reason? 80-90% of viewers the trailer targets will be viewing it on mobile. \n<\/p>\n


\n
\n
\nA tal<\/strong>e of two (or three) trailers<\/strong>
\n
\n <\/p>\n


\nHere is the horizontal version of the Baby Driver<\/em> trailer that went live after the world premiere: \n<\/p>\n


\n <\/p>\n


\n \n<\/p>\n

Read More<\/a><\/p>\n

Source: NoFilmSchool<\/p>\n","protected":false},"excerpt":{"rendered":"

Edgar Wright’s new movie trailer launched at SXSW, and it was vertical. “The only consistent thing in…<\/p>\n","protected":false},"author":245,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_oasis_is_in_workflow":0,"_oasis_original":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_vp_format_video_url":"","_vp_image_focal_point":[],"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[44],"class_list":["post-904","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-camera"],"acf":[],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/paqOTj-eA","_links":{"self":[{"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/posts\/904","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/users\/245"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/comments?post=904"}],"version-history":[{"count":0,"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/posts\/904\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/media?parent=904"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/categories?post=904"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/tags?post=904"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}