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Learn how to break into Move Trailers - Voices.com

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Finding a voice to match your movie trailer isn't as difficult as you may think, especially when you have the right tools to work with and are confident with the overarching theme that you are going to convey to your prospective audience.

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									MOVIE TRAILER SUCCESS KIT
A guide to producing engaging movie trailer soundtracks




Written by David Ciccarelli, CEO of Voices.com
CONTENTS

WHAT’S INCLUDED IN THIS GUIDE

Over the next several pages you’ll learn about:

• Key developments of the popular invention

• Pioneers and people

• The impact of radio advertising campaigns

• Radio ad duration

• Radio ad styles

• 15 sample radio commercial scripts

• Tips for writing your radio commercial

• Consideration when selecting your voice talent

• Rates and prices for producing a radio commerial

• How to hire a professional voice talent
AN INDUSTRY LEGEND
Finding a voice to match your movie
trailer isn't as difficult as you may
think, especially when you have the
right tools to work with and are
confident with the overarching theme
that you are going to convey to your
prospective audience.

Despite what focus groups may say in
the upper echelons of the movie
trailer world there is a place for more
than just the stereotypical, ominous
baritone voice. The times and trends
are changing to reflect a more diverse
landscape of capable voices who are
ready to expand their territory and fill
the void left by a legend in the
industry, the late Don LaFontaine, who passed away on September 1st, 2008.

For the record, LaFontaine was a fan of women in movie trailer voice over and
hoped to see the barrier broken down, a barrier fortified by focus groups, not the
public who has confirmed through multiple surveys on blogs, doesn't seem to mind
which gender is narrating a movie trailer and sees the debate as ridiculous.

So there you have it, a blessing from The Don and one from the people who will be
viewing your films.
KEY PLAYERS
What is a Voice-Over?

A voice-over is the voice of an unseen narrator, in a movie or a television broadcast.
It is a recording performed by a voice talent that gives life to characters, tells a story,
guides you on a tour, or directs your telephone calls. Usually, professional voice
talents are enthusiastic, funny, charming, are flexible, and interact well with other
people. They have the ability to take direction or criticism from others and can
interpret copy to sell a product, concept, or a message.

The Role of Announcers and Voice Talent

A voice talent is a voice-over professional who interprets a script to meet a specific
commercial, leisure, or educational goal. Voice talents provide the voices that you
hear during a commercial on television, imaging on the radio, podcasts, narrators for
film, voices for movie trailers, telephone systems, educational resources, and a wide
assortment of web and kiosk applications. Another name for a voice talent is a voice
actor. A voice actor (or voice artist) is a person who provides voices for computer
and video games, puppet shows, amusement rides, audio dramas, dubbed foreign
language films, and animation works (including cartoons, animated feature films,
animated shorts), and radio and television commercials.

How Movie Producers and Talents Interact

Gartner Research has shown that 80% of online business transactions start with a
search online. A voice-over marketplace is a site that facilitates interaction and
transactions between buyers and sellers of voice-over services, also known as clients
and voice-over talents. Marketplaces offer a wide range of voice-over talent for
clients to choose from.
PLANNING YOUR SCRIPT
If you haven't yet scripted your movie trailer, remember that it needs to do two
things very well: set the stage for what is to come and make people want to see your
movie.

Before we jump into some tips for scripting the trailer, let’s review the genres of
movies. Here are a list of some of the main film genres:

     Action

     Adventure

     Comedy

     Crime and Gangster

     Drama

     Epics / Historical

     Horror

     Musicals (Dance)

     Science Fiction

     War / Anti-War

     Westerns



Do you know which genre your movie is? Great, let’s move on.
TYPES OF TRAILER VOICES
Much of the art of communicating with other people depends on the copy writing
and voice-over skills of the messengers, which brings us to five different character
roles the movie trailer voice can perform to get the message of your story across in a
direct and effective way. Let's explore these types of character roles in detail.

1. Instructor

When teaching someone on what to do, for example, a corporate training video or
children's game, the voice over best suited for this kind of project is a
straightforward, didactic and educated voice. The role of this particular voice talent
is to instruct or provide information to fulfill a specific goal or purpose.

2. Real Person

Projects requiring a more casual approach often benefit from relatable, genuine
voice overs. These voice overs are referred to as "Real Person" voice overs,
commonly known as the "regular guy" or the "girl next door". The character is
homegrown, sensible, and friendly with a touch of familiarity and provides a more
intimate interpretation that instills trust.

3. Spokesperson

A Spokesperson can be on camera or off camera depending on the medium you are
using. The role of a spokesperson is generally played by a confident, charismatic
person able to promote a cause, product, or service with ease and authority. A voice
over of this nature needs to be driven, optimistic and assured.
VOICE TYPES CONTINUED...
4. Narrator

Storytelling is where the Narrator is most at home. Omniscient, courteous and
honest, a Narrator's job is to provide an audio landscape for a listener, briefing them
on background information, posing questions, and providing solutions as they guide
their audience through a program or documentary. Narrators can be male or female,
and the most important factors are that they can communicate clearly and
engagingly.

5. Announcer

The Announcer, often heard live at events, on commercials, promos or introducing
segments for podcasts, is a product of the broadcast age, most celebrated at its height
in the Golden Age of Radio and early television broadcasts. Announcers can
introduce an idea and assertively make a call for action at the conclusion of a
commercial advertisement or short video. One common misconception is that an
announcer has to sound like an announcer from decades ago, however modern
announcers act more like Narrators, and in many cases, adopt the Real Person
approach.
TITLE
Shoot for a trailer length of 30-60 seconds. Keep voice-overs moving, and tell the
story of your movie. Try to use different vocal tones or ranges to break up the
content, pace, and tone of your trailer. Use musical backgrounds (known as jingles
or music beds) or other non-music interludes (referred to as stagers, sweeps and
sound effects) to transition between scenes.

Movie Trailer Outline

Here's an example of a 30 second movie trailer:

     Intro monologue 2 seconds

     Scene 1: 5 seconds

     Scene 2: 5 seconds

     Scene 3: 5 seconds

     Scene 4: 5 seconds

     Scenee 5: 5 seconds

Closing music with call for action (release date): 3 seconds



Movie Trailers Online

Visit Apple’s Quicktime Movie Trailer website for additional ideas

http://www.apple.com/trailers/
HOW TO WRITE A SCRIPT
Since nearly everyone has heard a movie trailer, you should expect that your
listeners have grown accustomed to hearing ads produced in a certain way. Here is a
suggested framework for mapping out a 60 second trailer.

• Intro: 5 seconds

• Key Message: 20 seconds

• Reinforce Message: 20 seconds

• Closing Remarks: 10 seconds

• Tag Line: 5 seconds

Your writing style should be conversational with friendly language, limiting the use
of jargon or industry specific words in order to accommodate your listeners.

Develop an introduction that will quickly explain and highlight the what the movie
is about and why they would enjoy watching it.

Remember to leave air or space for music, transitions and tags during the beginning
and end of each commercial. If required, remember to leave sufficient time for any
movie ratings that might be required by law to be inserted during your trailer.
SCRIPT READING SPEEDS
Reading Speed

• Average person reads 3 words per second (range is 2 to 4)

• Average person reads 88 words per half-minute (range is 60 to 120)

• Average person reads 170 words per minute (range is 135 to 215)



Line Count

• (12 point Arial, double-spaced, margin-to-margin)

• Average 21 lines per page

• Average number of lines per 30-second spot: 7.5

• Average number of lines per 60-second spot: 15



Word Count

• (12 point Arial, double-spaced, margin-to-margin)

• Average words per line of text: 13 (range is 8 to 18)

• Average words per page: 273 (range is 168 to 378)
SCRIPT LENGTH
When writing ad copy for a movie trailer it's easy to get carried away. How much is
enough? The short answer is enough to get the message across. OK, but how does
that translate into a word count for a 30 second spot or a 60 second spot?

Great question. To help give some guidance, we've created a handy chart for you to
reference the next time your writing some ad copy.

The 30 Second Spot Word Count Guideline

30 seconds, 65 words = lots of inflection, sincere read
30 seconds, 78 words = typical, straight read
30 seconds, 90 words = fast read
30 seconds, 100 words = hard sell, maximum speed read

The 60 Second Spot Word Count Guideline

60 seconds, 130 words = lots of inflection
60 seconds, 155 words = typical, straight read
60 seconds, 180 words = fast read
60 seconds, 200 words = hard sell, maximum speed read

Note that numbers, symbols (@ symbol or www) , etc., count as one word each.
SELECTING A VOICE TALENT
Do you know what kind of voice you want? Picking the right voice is of great
importance as that voice will brand your company and likely be the first point of
human contact for your customers.

Gender

The majority of radio commercials are recorded by male voice talents, however, you
may find that a female voice is more suited to your industry or organization,
especially if you represent an industry traditionally associated with women.

Age, Accent and Style

Remember to think about the age, accent, style, when selecting a voice. Write down
what you know about your customers and select a voice that best reflects their
demographic and meets their specific needs.

If you are serving an older customer set, think of casting a middle aged or senior
voice for your voice talent. If you serve predominantly young adults or thirty-
somethings, select a voice geared to their age group. Depending on what your
company offers, you’ll want to match the voice with your services. For instance, if
your radio commercial is for a church or religious center, consider a comforting
voice over style with mild authoritativeness. Alternatively, if you are a ticket hub for
sports events, pick an upbeat, energetic voice style that best exudes your brand and
speaks directly to the listener.
SAMPLE SCRIPTS
Comedy

She was an ordinary girl, seeking fame and fortune. He was an aspiring composer
who needed a muse. All they needed was a common goal, a platform to show the
world what they were made of, but first, they would have to meet! (Actress' Name)
and (Actor's Name) star in this exceptionally delicious, star-crost tale of love, life
and moves. Singing Through The Fame, coming to a theatre near you.



Epic / Historical

In a world where dynasties were unshakable, one man, driven by a desperate need to
prove himself to his people, hungered for acceptance, power and world domination.
Just when it seemed he had everything, Alexander journeyed one step too far and
fell into a trap so primitive that it was beyond the design of his own gods. A king's
dream... a philosopher's legacy... a prince's fate was in their hands. Alexander the
Great, coming to theatres everywhere, August 2020.
MOVIE TRAILER RATES
                    Category                            Time               $

 TV Commercial: Local / Regional                    :15, :30 or :60       300

 TV Commercial: NYC, LA, Chicago                    :15, :30 or :60       400

 TV Commercial : National Network                   :15, :30 or :60      2000


Notes

• Rates for unlimited airings in a 13-week cycle.

• Rates are for finished dry voice only. Any post-production required is $100/hr.

• All rates are for reference only.

• Each talent reserves the right to charge their own fees.

• Rates are in US Dollars
OUTSOURCING
WORKING WITH A PROFESSIONAL

By working with a professional voice talent you gain several advantages. First,
many voice talent have recorded hundreds of tv commercials and know what works,
what doesn’t and as a result, they can improve your advertising campaign as well as
save you thousands of dollars.

Furthermore, professionals have the artistic ability to bring your script to life by
interpreting your ad copy, emphasizing certain words and adding subtle touches such
as humor, sarcasm and other performance characteristics you may like in the
recording.

Finally, voice talent work from fully-equipped recording studios so you can be sure
that you’ll be airing a broadcast-quality audio production. Recording studio
equipment costs a minimum of $25,000 and well into the millions of dollars for
high-end gear. Your radio commercial can have the clean, professional sound at a
fraction of the cost.

WHERE TO FIND VOICE TALENT

Like most people, a Google search is a good place to start. By doing so, you’ll
likely land on Voices.com, an online marketplace where you can search a global
network of thousands of professional voice talent.

POSTING YOUR JOB

The best option is to post your job, which is free of charge at Voices.com. Then you
can outline your tv commercial requirements and attach your script. Within a few
hours, you’ll receive auditions and quotes for getting your tv commercial recorded
by a pro - quickly and cost-effectively.
Where To Find Announcers
Voices.com




There are several great websites that showcase movie trailer voices. The first is
Voices.com, the online marketplace for all types of voice overs. Casting directors
and movie producers use Voices.com to easily search for and hire professional voice
over talents by using the award-winning web service. http://www.voices.com
Where To Find Announcers
Movie Trailer Voice Talent




The MovieTrailerVoiceTalent.com website is designed to help individuals such as
filmmakers, members of a creative team, or independent producers complete their
movie trailer voice over quickly and in style.

http://www.movietrailervoicetalent.com/
ARTISTIC DIRECTION
Keywords To Assist You In Your Search for the Perfect Voice

Provided below is a list of keywords appropriate to each genre to consider when
starting your search for a voice talent to narrate your movie trailer:

     Action: Fast, Adrenaline, Pumped, Strong, Hard-hitting

     Adventure: Exciting, Heroic, Thrilling, Stimulating, Adventurous

     Comedy: Funny, Entertaining, Sarcastic, Comical, Witty

     Crime and Gangster: Dangerous, Dark, Mobster, Sinister, Villain

     Drama: Mysterious, Attractive, Suspenseful, Intimate, Brooding

     Epics / Historical: Authoritative, Warm, Authentic, Wise, Trustworthy

     Horror: Frightening, Scary, Ominous, Eerie, Shocking

     Musicals: Fun-loving, Cheery, Lyrical, Vivacious, Theatrical

     Science Fiction: Otherworldly, Alien, Transient, Futuristic, Smooth

     War / Anti-War: Weathered, Broad, Experienced, Factual,

     Westerns: Cowboy, Western, Wild, Free Spirited, Energetic

For example, if you are trying to find a voice for an action film, you may want to
type in words such as action, adrenaline, or hype.

If you're looking for a voice to narrate a romantic comedy, you might be more
inclined to search for keywords such as soft, romantic, funny or warm.
Go For It
OUTSOURCING
WORKING WITH A PROFESSIONAL - put them to use!
Now you have tools and knowledge

By working with a professional voice talent you gain several advantages. First,
Ready to take the next step?
many voice talent have recorded hundreds of tv commercials and know what works,
Start your experience today by visiting Voices.com. Enjoy access to business and
what doesn’t and as a result, they can improve your advertising campaign as well as
save recording resources, friendly customer care representatives, and create your
audioyou thousands of dollars.
very own movie trailer with the help of a professional today.
Furthermore, professionals have the artistic ability to bring your script to life by
To start listening to demos of movie trailer voices, create your free account at
interpreting your ad copy, emphasizing certain words and adding subtle touches such
Voices.com
as humor, sarcasm and other performance characteristics you may like in the
recording.

Finally, voice talent work from fully-equipped recording studios so you can be sure
that you’ll be airing a broadcast-quality audio production. Recording studio
equipment costs a minimum of $25,000 and well into the millions of dollars for
high-end gear. Your radio commercial can have the clean, professional sound at a
fraction of the cost.

WHERE TO FIND VOICE TALENT

Like most people, a Google search is a good place to start. By doing so, you’ll
likely land on Voices.com, an online marketplace where you can search a global
network of thousands of professional voice talent.

POSTING YOUR JOB

The best option is to post your job, which is free of charge at Voices.com. Then you
can outline your tv commercial requirements and attach your script. Within a few
hours, you’ll receive auditions and quotes for getting your tv commercial recorded
by a pro - quickly and cost-effectively.
Go For It
OUTSOURCING
WORKING WITH A PROFESSIONAL
ABOUT DAVID CICCARELLI

As working with Voices.com, David talent you gain several advantages. First,
By the founder ofa professional voice offers management experience as well as a
manyvision talent have recorded hundreds ofDavid oversees infrastructure works,
clear voice the company's future. Currently, tv commercials and know what
what doesn’t infrastructure they can improve your advertising campaign as David
maintenance, and as a result,development, and web application development. well as
was nominated for the dollars.Entrepreneur of the Year Award by the Business
save you thousands of Young
Development Bank of Canada and has also presented Voices.com as a New Voices
Furthermore, professionals have the artistic ability to bring your script to life by
winner at DigiFest, an award recognizing Voices.com as an industry leader who
interpreting your ad copy, emphasizing certain words and adding subtle touches such
provides digital media products and innovations that contribute to Canada's
as humor, sarcasm and other performance characteristics you may like in the
economic and cultural future. In 2000, David graduated from the Ontario Institute of
recording.
Audio Recording Technology with an Honor's Degree in Audio Technology.
Finally, voice talent work from fully-equipped recording studios so you can be sure
that you’ll be airing a broadcast-quality audio production. Recording studio
CONTACT INFORMATION

equipment costs a minimum of $25,000 and well into the millions of dollars for
Author: David Ciccarelli
high-end gear. Your radio commercial can have the clean, professional sound at a
Address: 999 Collip Circle, London, ON N6G 0J3
fraction of the cost.
Telephone: 519-858-5071
WHERE TO FIND VOICE TALENT
Email address: david@voices.com
Website: http://www.voices.com is a good place to start. By doing so, you’ll
Like most people, a Google search
likely land on Voices.com, an online marketplace where you can search a global
network of thousands of professional voice talent.

POSTING YOUR JOB

The best option is to post your job, which is free of charge at Voices.com. Then you
can outline your tv commercial requirements and attach your script. Within a few
hours, you’ll receive auditions and quotes for getting your tv commercial recorded
by a pro - quickly and cost-effectively.
OUTSOURCING
WORKING WITH A PROFESSIONAL
ABOUT VOICES.COM

By working was established in 2004 and is now the
Voices.com with a professional voice talent you gain
several advantages. First, many voice talent have
technology and industry leading website that connects        Voices.com is a
businesses with professional voice talents.know what
recorded hundreds of tv commercials and Radio and            very professional
works, what doesn’t and as a result, they can improve
television stations, advertising agencies and Fortune        organization with
your advertising campaign as well as save you               easy interface and
500 companies rely upon the Voices.com marketplace
                                                              people that are
to search of audition
thousandsfor, dollars. and hire voice talents with the
                                                            easy to work with.
assistance of our innovative SurePay™ escrow
Furthermore, professionals have the artistic ability to        While this is a
service and our Web application.
bring your script to life by interpreting your ad copy,         competitive
emphasizing certain words and adding subtle touches
The winner of several awards, including the 1to1                 industry,
such as humor, sarcasm and CRM, CRM Elite
Impact Award for Full-Suite other performance Award,        Voices.com gives
characteristics you may like in the recording.                you many great
and the DigiFest New Voices Award, Voices.com has
                                                               tools at your
raised its profile significantly this year ranking on the
Finally, voice talent work from fully-equipped               fingertips to help
PROFIT Hot 50 recognizing 534% growth over the
recording studios so you can be sure that you’ll be         you compete and
past two years and just this summer was featured on
airing a broadcast-quality audio production.                     succeed.
Backbone Magazine’s and KPMG’s annual Pick 20
Recording studio equipment costs a minimum of             - Paul Hernandez, Customer
Listing as an “innovative company”.
$25,000 and well into the millions of dollars for high-
end gear. Your NBC,commercial can have the clean,
Clients include radio ESPN, PBS, The History
professional sound at a fraction of the cost.
Channel, Reader's Digest, Comcast, Nortel Networks, Bell Canada, Microsoft, Cisco
Systems, ING, Western Union, Ford, GM, Jaguar, Firestone Tires, American
WHERE TO FIND VOICE TALENT
Airlines, the US Army, the US Government and thousands more.
Like most people, a Google search is a good place to start. By doing so, you’ll
likely land on Voices.com, an online marketplace where you can search a global
network of thousands of professional voice talent.

								
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