From the orchestra that backs the Starship Enterprise to the choirs that follow Spider-Man swinging through New York City, music for trailers has drawn a larger public spotlight in recent years with the releases of previews becoming higher-profile events.
In Sunday's Calendar section, we explore the fact that much of the music featured in advertising for movies is produced by trailer music libraries. These companies compose music (typically one- to three-minute tracks) for clients at studios and trailer editing houses, who then select pieces from the libraries’ albums to license for use in previews.
Here are the stories of how some of that music attracted fan followings for four of those libraries.
“Star Trek” (Trailer music library: Two Steps From Hell)
The third trailer for J.J. Abrams’ “Star Trek” set records, as it was viewed more than 1.8 million times during its first 24 hours on apple.com in March 2009. Featuring the track “Freedom Fighters” by Two Steps From Hell, the preview put the Los Angeles-based trailer music library on the map.
In a deviation from most trailers that include multiple cues of music, the majestic yet ethereal track plays throughout the preview. “That gave people some time to latch onto the music,” said Thomas Bergersen, co-founder of Two Steps From Hell.
“Avatar” (Trailer music library: Audiomachine)
Later in 2009, “Avatar” broke “Star Trek’s” record with the teaser trailer for the soon-to-be box office king. It was viewed more than 4 million times during its first day on apple.com. So the rest of its marketing campaign had a lot of early hype to live up to. Twentieth Century Fox hired several trailer editing houses to try their hand at cutting advertising for the film before the studio decided on Culver City-based company Wild Card.
“When we were dealing with something that was as out of the box as 'Avatar,' it's often great to have multiple sets of eyes and different perspectives looking at it because there are many ways to attack it,” said “Avatar” producer Jon Landau. “By going out to a couple different trailer companies, we were able to see how different people looked at the material, which was very helpful.”
The first full-length trailer for “Avatar” featured the tracks “Akkadian Empire” and “Guardians at the Gate,” both by Beverly Hills-based library Audiomachine. Nick Temple, owner of Wild Card, said of the latter track, “While it was still big and felt like it was a huge ride, there was still an emotional sense to it.”
Watch the trailer below, where “Akkadian Empire” begins one minute and six seconds in, followed by “Guardians at the Gate,” which plays through the end. (The first music cue is from the score for Michael Bay’s “The Island.”)
“Spider-Man 2” (Trailer music library: Immediate Music)
In 2004, the marketing for Sam Raimi’s “Spider-Man 2” pushed Immediate Music (one of the first trailer music libraries, founded in 1993) into a bigger public spotlight. Their track “Lacrimosa Dominae” plays from 1:50 to the end of the trailer below.
“The last 45 seconds of the trailer, they blasted the music –- there were no sound effects… no dialog, no narration,” said Yoav Goren, president of Immediate. “So it was really one of the first times you could really hear a trailer track on its own. And I think that also spurred people wanting to buy this stuff.”
The track is on one of Immediate’s public release albums, “Trailerhead.”
“How to Train Your Dragon” (Trailer music library: Future World Music)
Future World Music’s rousing and adventure-ready track “Dream Chasers” fueled the second half of the trailer for “How to Train Your Dragon.” The track runs from 1:09 to 1:57 in the video below.
“That was one of the big campaigns that I think really blew the door off for us,” said Future World owner Armen Hambar. “We just couldn’t believe how much of a response we got.”
– Emily Rome
Photo: Trailers for J.J. Abrams' "Star Trek," "Spider-Man 2" and "Avatar" have featured music composed by trailer music libraries. Credits: (from left) Paramount Pictures, Columbia Pictures, 20th Century Fox.