10 Annoying Things Movie Trailers Do Every Time

9. Heartbeat

http://youtu.be/IfcHoXTlMX0 Used to similar (if not simultaneous) effect with #10 to provide the audio and visual representation of suspense, it€™s a gimmick that feeds directly into the €˜experience€™ of cinema. How else to create a sense of empathy with the starlet slowly crouching to peer through a keyhole? The beat typically grows louder as we near the film€™s title, but not before a shiver of jangling strings or one last fade to black. The above example may toy with the concept slightly, using a metronome to replace the artificiality of a heartbeat, but the outcome is all the same. Which leads us to€

8. The Scare-Chord

http://youtu.be/MGjQ7Pwz0dw Comedy may throw a joke or two into its trailer (although hindsight may reveal these to be its best efforts) but horror can never give away its greatest scare. This poses something of a problem for the promoters: what works in the trailer will almost certainly fail in the feature, now that the audience has already fallen for the benefit of surprise. The solution, although far from subtle, seems to involve stuffing the trailer full of loud noises, screams and shattered glass in the hope of converting a few of the audience impatiently waiting for Ruby Sparks to begin. Whether or not you consider the scare-chord to be a cheap tactic (after all, it€™s almost always the sound that makes you jump, not the sight), it has become, somewhat dispiritedly, the yardstick of modern horror.