Trailers are a unique form of advertising. The product is not a car or a shampoo. It's a story. And sometimes, that's a huge problem.

Drawing on two decades of experience, Mark Woollen, creator of trailers from Schindler’s List to The Social Network, and Myles Bender, Senior Vice President of Creative Advertising for Focus Features, will examine how audiovisual advertising persuades consumers to see specialty films.

When a film has a complicated plot or explores a subject matter with limited commercial appeal, creating a trailer that conveys enough narrative and emotional content to attract ticket-buyers is a challenge. With the presentation of case studies, this workshop will show you how studios have convinced movie-goers to see films that lack obvious marketing hooks.

The presenters will also reflect on experiences that have shaped their careers, and share advice on making a living, and trying not to lose your mind, in the trailer game.

There will be ample time for Q&A after the talk.