Hot Film Marketing Trends from a 'Barbie' Advertising Campaign Insider

New films are being made and released every week, but standing out in an era of endless content is a challenge of its own.

Filmmakers typically have a vision for their ideal audience and the best ways to reach them. In the past, moviegoers learned about new releases through theaters, TV commercials, and print magazines. Today, however, most discovery happens on their phones through social media, podcasts, and viral moments that capture attention in an oversaturated digital landscape.

This shift presents a crucial challenge for filmmakers and marketing professionals: How do you not only reach the right audience but also expand that reach organically? It’s no longer enough to just announce a film’s release. The real challenge is creating an online phenomenon, turning a movie into a cultural event that audiences actively engage with before and after its release.

As an editor with ten years of experience in creative advertising for motion pictures, I’ve worked on campaigns for Barbie, Spider-Man: No Way Home, and Avatar: The Way of Water. Through these projects, I’ve seen firsthand how film marketing has evolved, what works, what doesn’t, and how studios and indie filmmakers alike are adapting to the new digital realities.

CREDIT: Skye Studios

A Story, A Message, or A Vibe?

The primary goal of any film marketing campaign is to announce the arrival of a new movie, and the trailer is often the starting point of this process. In major studio projects, multiple trailer houses compete to pitch concepts, edit different versions, and go through rounds of revisions and test screenings before the final selections emerge. On the indie side, budget constraints mean trailers might be crafted by a specialized team, the film’s editor, or even the director themselves.

Regardless of budget or scale, one fundamental question guides trailer creation: Should it tell a story, convey a message, or create a vibe?

The Story-Driven Trailer: The Mini-Movie Format

A classic trailer follows a condensed three-act structure. The first act introduces the protagonist and setting; the second presents the conflict or transformation; and the third, unlike a film, escalates tension without revealing the resolution. This final act relies on rising music, fast-paced montages, and high-stakes moments (explosions, car chases, dramatic confrontations, explosive laughter) to hook the audience.

This format has been repeatedly tested and is one of the most effective ways to connect with viewers in under three minutes. But it’s also a frequent audience complaint. Over-explaining the plot or showcasing too many highlights can backfire, making viewers feel like they’ve already seen the entire movie.

The Message-Driven Trailer: Boiling It Down to One Idea

Some trailers forgo a full narrative arc and instead focus on a central message. Take Dune: Part Two, for example. The first 30 seconds of its trailer use just two title cards: “Beyond Fear” and “Fury Will Rise”, immediately establishing the sequel’s theme of vengeance, making it clear that this sequel is about power, retaliation, and survival.

Similarly, Dream Scenario’s trailer devotes its entire runtime to setting up the film’s premise: What if everyone in the world suddenly started dreaming about the same man?

This approach maintains intrigue, but if the stakes aren’t clear, audiences may not feel invested enough to care.

The Vibe-Driven Trailer: Selling a Mood, not a Plot

An increasingly popular approach, especially with A24 films, is to focus on atmosphere rather than explicit storytelling. These trailers often leave audiences puzzled about the plot but deeply intrigued by the mood, aesthetic, or suspense they create.

A prime example is Midsommar. Five years later, I still vividly remember my first time watching trailer in theater: the unsettling brightness, the eerie calmness of the dialogue, and the slow, suffocating tension of the sound design. Even without fully understanding what was happening, I was undeniably drawn in.

This "vibe-first" approach isn’t limited to trailers, it can extend to an entire campaign. The synergy between different promotional materials can further expand the reach and impact of a campaign. If you're interested in what scholars have to say about this approach, you can consider reading some research on transmedia studies.

Consider Longlegs, a recent indie horror success marketed and distributed by Neon. The film’s promotional strategy was built around mystery and audience engagement. Rather than laying out the plot, the campaign scattered cryptic clues across trailers, promos, billboards, and online discussions. The first teaser featured no dialogue, just disturbing imagery and a cipher code that evolved into the title Longlegs. Later promos continued this style, never unveiling the look of Nicolas Cage’s character but instead using symbols, phone numbers, and unnerving audio to build interest and bring attention.

This "guerrilla campaign" essentially takes the concept of a "vibe-driven" trailer and applies it to the entire marketing strategy. Instead of focusing on the story or lead actors, the promotional materials center around building the film’s world and atmosphere. Successfully executing this approach requires a deep understanding of the film’s core concept and internal logic, as well as a clear identification of the target audience and the platforms where they are most active.

Longlegs’ campaign turned the film’s world into an interactive puzzle, making audiences feel like FBI agents solving crimes, much like the film’s protagonis. This approach can be risky. It can either generate massive buzz or go completely unnoticed. But at its core, it’s about respecting and challenging the audience, trusting that they will be curious enough to seek out more, and be willing to enter the film’s world before they even step into a theater.

“Creating an Online Phenomenon”

I’ve been lucky enough to work on some of the biggest franchise campaigns of the last decade, and one trend has become clear: a film’s box office performance is now increasingly linked to its ability to generate conversation online.

We’ve all seen it, “Barbenheimer”, #Gentleminions. Studios are actively asking for viral content, saying things like, “We need a spot that can go viral” or “let’s create an online phenomenon.” We can predict tomorrow’s weather, but we can’t pinpoint the exact time it will rain. I’m sometimes surprised by how some promotional videos unexpectedly go viral.

However, as we discussed with Longlegs, viral marketing isn’t purely a matter of luck. The key underlying principle is turning audiences from passive viewers to active participants in the film’s promotion. It’s a lot like successful Kickstarter campaigns: by sharing film clips, behind-the-scenes content, or interactive puzzle-like breadcrumb clues, the campaign draws audiences in, making them feel personally invested, as if they’re part of the film’s journey.

I experienced this firsthand after editing Spider-Man: All Roads Lead to No Way Home, a 30-minute retrospective produced by Sony and Marvel celebrating 20 years of Spider-Man film franchise. I had assumed that the most shared moments would be the action montages I spent hours fine-tuning to perfection. But instead, it was a behind-the-scenes sequence of the three Spider-Man actors casually interacting in their Spidey suits during a photoshoot.

Similarly, among a dozen promo pieces I cut for Barbie, the most successful ones were the features focusing on the production design, practical sets, and miniatures. Even my non-industry friends were asking me, “Did Barbie really use up the world’s supply of pink paint?” When audiences feel like they’re being let in on an insider secret, they’re more likely to engage.

Another strategy is leveraging fan communities. For example, while The Wild Robot has a star-studded voice cast, including “Luke Skywalker” Mark Hamill, “Joel” Pedro Pascal, and Oscar winner Lupita Nyong’o. The most viral promo I edited was a short video featuring Kit Connor, which racked up over 10 million views across TikTok and Instagram. Kit’s younger, highly engaged fanbase played a major role in its success.

Understanding platform-specific preferences is also crucial. YouTube is better suited for traditional long-form content. Its viewers have the patience for longer scene breakdowns and video essays. TikTok, on the other hand, thrives on short, highly engaging snippets, viral dance challenges, and even montage-style edits using stills.

From an editing perspective, social media’s vertical framing presents both a challenge and an opportunity. Wide shots that create a cinematic sense of scale don’t translate well, so editors rely more on close-ups, collages, and split screens to maintain momentum and keep viewers engaged. While this might initially seem “less cinematic,” it introduces a new level of intimacy, turning what was once a high-cinema aesthetic into something that feels more like a personal, one-on-one conversation.

Last year, I first encountered Challengers’ video diaries on Instagram. This 10-part series was a modern adaption of behind-the-scenes content tailored for social media platforms. Shot by Zendaya herself, the footage felt rougher and more unpolished, yet that very rawness made it feel more authentic and relatable to audiences already familiar with this style. These weren’t polished 'making-of' segments, though it’s clear the creatives behind them were highly skilled. Instead, they were cut like vlogs, casual and spontaneous, making audiences feel like they were hanging out on set. This approach aligned perfectly with the film’s edgier tone and younger target demographic.

Experiencing the content across different platforms also made me realize how much format shapes perception. Watching each 45-65 second clip on my phone felt personal and immediate, with almost no barriers to engagement. But when I later watched all ten episodes as a single eight-minute video on YouTube, it took on a different quality—more structured and cohesive, akin to a short-form documentary. Both formats served their purpose, but the way they shaped audience experience was noticeably distinct.

In the past, marketing strategies aimed to capture the widest audience possible right from the start. But today’s most effective campaigns begin by engaging a dedicated core audience first, turning them into active participants in a collective experience. When done right, they don’t just watch the film, they talk about it, share it, and bring others into the conversation. And that’s when a film becomes more than just a movie.

It becomes a cultural moment.