“The spirit of the 60s lives in these trailers, leaning hard on mood and music, not plot. The same is true for the Godfather trailer, as Coppola gives audiences a peak into the Corleone family.
However, the closer Hollywood gets to the age of the blockbuster, the more the modern trailer starts to reveal itself, and it all starts with Jaws — the film phenomenon of the summer of 1975. [ … ] It introduced something new to trailers: relying almost entirely on the narrative of the film to advertise it. In 3 minutes and 21 seconds, the entire story arc of the film, save for the ending, is given away. There’s a shark terrorizing the beach on the 4th of July, it’s up to a local sheriff to take care of it, and he teams with a scientist and a fisherman to get the job done.“
— An epic history of the movie trailer, by Matthew Schimkowitz