Trailers are an under-appreciated art form insofar that many times they’re seen as vehicles for showing footage, explaining films away, or showing their hand about what moviegoers can expect. Foreign, domestic, independent, big budget: I celebrate all levels of trailers and hopefully this column will satisfactorily give you a baseline of what beta wave I’m operating on, because what better way to hone your skills as a thoughtful moviegoer than by deconstructing these little pieces of advertising? Some of the best authors will tell you that writing a short story is a lot harder than writing a long one, that you have to weigh every sentence. What better medium to see how this theory plays itself out beyond that than with movie trailers?

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The 10th anniversary Frightfest is underway in London, and for once I’m not in the cheap seats. Ladies and gentlemen – I think I have finally arrived. The atmosphere in the virtually packed out Empire Leicester Square has been electric – buzzing like a chainsaw, even. Weekend pass holders abound, a genuine spirit of camaraderie prevails and there’s already a good vibe passing back and forth amongst us that we’re in for the best Frightfest yet.

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