'The coolest way to watch movie trailers in the world': Trailers in the digital age

At a time of uncertainty over film and television texts being transferred online and on to portable media players, this article examines one of the few visual texts that exist comfortably on multiple screen technologies: the trailer. Adopted as an early cross-media text, the trailer now sits across cinema, television, home video, the internet, games consoles, mobile phones and iPods. Exploring the aesthetic and structural changes the trailer has undergone in its journey from the cinema to the iPod screen, the article focuses on the new mobility of these trailers, the shrinking screen size, and how audience participation with these texts has influenced both trailer production and distribution techniques. Exploring these texts, and their technological display, reveals how modern distribution techniques have created a shifting and interactive relationship between film studio and audience.