In the ever-evolving landscape of filmmaking and entertainment, the use of artificial intelligence (AI) has begun to reshape one of the most critical components of cinematic marketing: movie trailers. Traditionally, movie trailers have been meticulously crafted by human editors to capture the essence of a film and entice audiences. However, with the advent of AI technologies, this art form is undergoing a profound transformation. From content selection and editing to predictive analytics and audience targeting, AI is revolutionizing the way studios create, optimize, and distribute movie trailers.
“As of today, AI actually has been helping us a lot, and I view it not as a threat, but as a valuable support tool. For example, it can assist in the selection of specific scenes by simply searching a keyword. Need scenes with characters wearing blue dresses? AI can find those for you. Want to feature characters crying or smiling? AI tools can locate those moments within seconds.” Explains Alessandro Innocenti, a trailer editor known for his innovative trailers, some of which are featured on Netflix and Apple TV+.
“This doesn’t mean we skip the process of watching the entire content; we still do that. However, during the editing process, when creative ideas emerge and we require a specific shot promptly, AI can be a game-changer. A task that might take us 30 minutes to complete manually, potentially causing us to overlook some shots, can now be accomplished instantly,”
AI technologies can now analyze vast amounts of footage, identify relevant scenes, and even generate trailer drafts. Adobe recently announced the addition of cutting-edge AI-powered features in their Premiere Pro editing software, including Enhance Speech for quicker dialog cleanup, filler word detection and removal in Text-Based Editing, and improved Auto Tone Mapping for more consistent color output. With these advancements, one might wonder: are human editors becoming obsolete in the world of trailer creation? The answer is a resounding no. While AI plays a crucial role, human editors remain irreplaceable in crafting captivating movie trailers.
Alessandro describes why human editors continue to be an essential part of the process.
“AI algorithms are excellent at analyzing data and recognizing patterns, but they lack the creative flair and artistic intuition that human editors bring to the table. Trailer editing is an art form, and it requires the ability to evoke emotions, build anticipation, and tell a compelling story in a matter of minutes. Human editors infuse trailers with their unique vision, ensuring that each one is a work of art that resonates with the audience.”
Ultimately, movie trailers aim to connect with viewers on an emotional level, driving them to watch the film. Human editors are masters at understanding human emotions and can craft trailers that resonate deeply with the intended audience.
“Human editors understand the context of the entire film, allowing them to select scenes that not only grab attention but also maintain the integrity of the story. They can incorporate subtle elements that AI might overlook, improving the trailer’s narrative depth.” Says Alessandro. “Humans can manipulate pacing, music, and visuals to create a powerful emotional impact—a task that goes beyond the capabilities of AI.”
While AI has undoubtedly transformed the landscape of the entertainment industry in general, it has not rendered human editors obsolete. Instead, it has empowered them to work more efficiently, allowing them to focus on the creative and emotional aspects of their craft. The ideal approach lies in a collaborative partnership between humans and AI, where each leverages its strengths to create the most compelling movie trailers.
As technology continues to advance, human editors will continue to adapt and integrate AI tools into their workflow, enhancing their ability to tell captivating stories through trailers. The future of movie trailer editing is not about humans versus AI but about humans working alongside AI to craft trailers that leave a lasting impact on audiences worldwide.