Movie trailers have been around for almost a hundred years, but the Iguana has evolved faster. The reason they are called “trailers” is because they were originally ads for coming attractions placed after the first film in the days of double features. Today they don’t trail, they serve as the advance advertising for upcoming movies. Or at least that is the unquestioned assumption of the film industry. So let’s question it.

Today the shelf life of most movies, or at leas the ones anyone wants to see; is infinite. Internet businesses like Netflix and Amazon.com make everything available that has ever been available. “If you liked —- you might like —-” is a phrase we all know from online recommendations. And how do we familiarize ourselves with these films? We click on the trailer. Only what we’re seeing was intended to be a loud, brassy, slick advertisement to lure us into the theater. Does it have the same impact ten years later on YouTube?

My answer is: usually not. The viewing choice we make with our laptop is often different from the viewing choice in a movie theater with a bag of popcorn balanced on our lap. We want to stoke our own curiosity instead of being told this is “the most important film of the year” (what year?) and “critics agree” and “shockingly brazen.” To be fair, contemporary trailers have been toned down some, but they still try to lead our emotions, jump cut meaningless highlights, and impress upon us that the film is uniquely important.

But the “pull” advertising world of the net rejects all of this. One subtle scene that asks questions, or a short sequence that shows a unique dramatic turn, or an absurd moment everyone can relate to–are inducements we respond to on the net. At MovieWithMe.com we understand this and we spend a lot of time and effort (and money) trying to show you what might compel you to buy or rent the movie (from someone else, because we don’t sell you anything but ideas). Think we’re unique? Not a chance. Take a look at The Daily Show with Jon Stewart the next time Jon interviews a guest with a new movie. They will always show you a scene, never a trailer. They know what they are doing and they know their audience. Too bad the guys in the movie biz don’t know as well.