How do trailers help fill cinemas?

Marketing campaigns may use a film’s genre to gain our interest, playing on elements that are familiar to an audience. But at the same time, a marketing campaign must also show us how a new film is different to others in the same genre: this is known as the unique selling point or USP of the film.

The USP is what separates one film title from another released at a similar time or within the same genre. The USP could be many things, for example:

  • the innovative use of special effects

  • an unusual mix of genres

  • a popular star

Watch the three trailers in the clip viewer.

The Mummy
Baby Driver
Lady Macbeth
The Mummy

What do you think is the USP of each of these trailers? Give reasons for your answer.