Take, for example, the official trailer for American Hustle. It starts out with Christian Bale and Bradley Cooper looking at a Rembrandt that Bale says is a forgery. He asks the central question: Who is the real artist here, the painter or the forger? Then the trailer hooks me with the next phase: Led Zeppelin hammering out Good Times, Bad Times as clips from the movie are reeled out in rapid-fire fashion. As soon as that song hit, I knew I had to see the movie.
Why was that trailer successful? Two little things: It leads with a philosophical question that ties into the Abscam investigation that is at the center of the movie, and then it adds a song that says this is going to be a snappy experience for the movie fan. Simple, concise, edgy. (Just a warning: Good Times, Bad Times isn't in the movie, which was a minor letdown.)