How Star Wars and the internet changed movie trailers

And how movie trailers changed movies – from Josh Dieza at The Verge.

“We’re now making advertising for advertising, a teaser for the actual teaser, which is an advertisement for a movie,” said Shawn Yashar of trailer shop Transit. “There’s definitely more content out there than ever before.”

The trailer has become its own sort of content, introducing characters and plot points and tying franchise installments together. The installments, meanwhile, are becoming more like trailers themselves, with allusions and teases sprinkled throughout.