Why Using Music in Trailers Costs More Than You Think
One of the most common misunderstandings I see among filmmakers is the assumption that once you license music for your film, you can use it anywhere—trailers included. Not so fast. The rules around music in trailers are nuanced, and misunderstanding them can cost you both time and money.
The key distinction comes down to in-context vs. out-of-context use.
In-Context Use
This means the music appears in your trailer exactly as it does in your film. For example:
A character sings the song on screen.
The track underscores the same scene in both the film and the trailer.
In most cases, this use is covered in your all-media license. That means you can carry the music into your trailer without extra fees.
Out-of-Context Use
This is where things get expensive. Out-of-context means the music is repurposed for the trailer in a way it wasn’t in the film—often as a montage or dramatic buildup. This kind of use is classified as marketing, and marketing rights come with additional costs.
That’s why you often hear a Rolling Stones track in a trailer, only to discover it’s nowhere in the actual film. Studios are willing to pay a premium because they know the right song can sell tickets.
Why This Matters
Filmmakers: Don’t assume your film license covers trailers. Be clear about your intentions from the start, and budget accordingly.
Musicians & Rights Holders: Out-of-context licenses are opportunities to charge more. Your music is part of the marketing machine, not just the film itself.
Final Note
Music in trailers is not just about underscoring—it’s about selling the film. That’s why the industry treats it differently. Understanding the distinction between in-context and out-of-context use will help you navigate contracts, avoid surprises, and ensure fair value for the music that drives audiences into theaters.