Ah
Where do I start?
Start from the beginning. I was performing I was performing a trick for see freedom Roy and
And
You know I wanted I wanted to do I wanted to do something special something something more
I wanted to bring I'm getting goosebumps right now. I'm getting new stuff. I wanted to bring
Reverence back to magic so it's performing one of my signature card routines
Which is when their selection gets gets lost in the middle, and then you
Snap or you blow and the card ends up being on top
It's I probably shouldn't divulge it here, but it's a good trick all right to say the least
But this this trick that I was doing this fact. I should say I was here and I was at this point and
Wanted to step up the reveal right with a magical
Gesture and and normally I would like I would snap or if I'm feeling you know
Ambitious I would uh I would blow these two have been
They've been my inspiration since
since day one
So I just I was trying to I was trying to think of something and I just couldn't put my mind on it
I just sat there and I looked at the card first like I said if I just I just
And that's what I hit me
From the creator of snap
Blow
And blow 2.0 comes this year's most anticipated release
The most deceptive magical gesture to date
Now available
You know what's going on guys welcome back. Hope you enjoyed that little trailer
Do you want to learn flick coming spring of 2018 today?
We're going to address one thing
We're gonna address magic trailers within the magic industry so for those of you new to the channel first of all welcome
Thank you for joining us today as a magician myself
I've worked in the magic industry and
behind the scenes in production and marketing and
Packaging labeling and all that stuff and one thing we do in the magic industry is we create
Cinematic trailers in order to sell a magic effect. Here's here's the really really?
Here's a fine line
Selling a magic trick online to other magicians the commodity itself is secrets what we're selling is secrets. I'm selling you
Something that you're not supposed to know how to do that's the that's the general premise in in a nutshell
I'm trying to sell you something, but I can't tell you how it's done. However. I can't lie to you either
Let's say this effect allows you to change a card into another card at your fingertips well
I have to show you the effect
Ideally in in an uncut performance because we all know that if there's a camera
Cut we just think production has taken that out in order to conserve the method not to give anything away
And that's when you start lying that's kind of like a lie another way people
And I've use this as well to avoid the camera cutting or painting away is using two camera angles and then
Jumping from one angle to the other feels more organic
It feels like it's just rolling along, and it doesn't feel like a jump
Cut it feels like it, but you can cut a whole portion of the effect out between those two transitions
And no one would be the wiser so what I'm gonna do right now is I'm gonna break down a magic trailer basically and talk
To you about what factors go into creating a magic trailer. What is deemed by the industry as
acceptable within a magic trailer
And what is completely unacceptable so for the most part magic trailer is they're looking a lot like Michael Bay?
Cinematic trailers you got dubstep Reedy lettering badass people putting on sunglasses and taking them off
maybe exploding cars
Type of thing so this is all like the b-roll sort of to get you
Enticed to make us look cool and to try and sell the product
but the core of a trick is
The trick itself that is king in the industry if it is a good effect or routine or whatever that is
really
what's gonna drive sales right if it's a mediocre trick then you know you kind of have to elevate it with the
Cinematic value to get that perceived value of the trick so that the end user ends up buying it so something to consider
When creating a magic trailer is can I perform this without camera cuts
And if so can I perform this without the camera panning away?
It's just as bad as a camera cut like if I'm here the cameraman knows
What the move is so he goes to the spectator it comes back?
It's just as fishy right because here's the thing you're paying for this right?
So you don't want to be deceived you don't want to be lied to but then again
What you're buying is something completely unknown and you're completely aware of that so if I told you how it was done in the trailer
There's a big fat chance that you wouldn't buy it so how did tip toe around that that's kind of what magic trailers have gotten
To it's become an art form to create a trailer that
Doesn't give anything away that leaves you wanting more, and that doesn't lie to you
So it's become kind of like a trend where most trailers are just reaction shots shots of the artist sick
cinematic b-roll and music with only a small fraction of
The trick in there the reason why is because the audience the people watching now you guys are smart you're getting smarter
You've seen more trailers. You're on YouTube obviously so you know about more
methods you're taking more and more guesses about
The effect in the comments right not only is this
Not kosher for people to do like it's not cool to be like I know how it's done
But good job, bro like these type of comments are so irritating to the creators because we know how the best that's done
We don't need to be told how it's done now obviously you want to boast or your ego
And show other people that you know the method as well
And you're not fooling anyone because it's this and that's the sort of gray area within magic trailers
It's such an interesting thing to me. I start thinking about okay
Well how can I present a trick without giving away the method with lying to you without cutting away?
How can I sell you a secret there are different ways of doing that for example in my download voodoo?
I didn't want to go the trailer road. I didn't want to take the whole cinematic route with the trailer
I've done that plenty in the past it was fun to do
But I want it to be more authentic and honest with the buyer letting them know
Kind of what they're buying and letting them know that I'm not gonna tell them how it's done
And they're not gonna get it for free and this I worked really hard on here is a performance up by doing
That kind of step around the trend in the industry right now
And I'm not saying that that's the only way you should do trailers
I'm not even saying I'll do that again
But I'm saying I'm always looking to create a new angle on how to pitch a product
But at the same time remain completely transparent, not lie
But let them know that I'm selling them something that they don't know the method to I know this sounds all complicated
But that's what the magic industry is right now. That's what it's gotten to it. People are really upset with trailers
They're kind of getting sick of the whole cinematic angle and the whole bad boy
Persona within trailers and stuff and although appealing to the eye it comes off as overdone overused
We've all seen it now
Where does the disappointment from the people come from it comes from them buying the product receiving something and being really really?
Disappointed with the method or the effect essentially if you see it strike. It's all cut up cinematically there's a big
Hype they've been teasing it for weeks
There's teasers and all this and boom you buy it you get the product and you can't really perform it
It's not really something you can do it'll take ages of practice. It's crazy to reset you know
That's where the disappointment comes from and that's what people comment so I get that and I completely
understand a lot of people's
Frustration with that part of the industry you know trailers will even throw in things like no strings or thread no magnets no flap
Doing them I'm doing the trailer guy voice. No plugs is
Reset so these are all keywords that are using either ad copy or trailers that these companies use. Let's say
I'm selling the snap change which is this?
Changing one card into another so what are the things that I can tell you about this no gimmicks
No threads no magnets instant reset what I can't tell you is you end clean?
I can't tell that is a single card, but I can tell you that the card is examinable
Completely exist another example of this is in mentalism when a mentalism effect is sold now here be careful be
Really aware of this you either have someone saying, but thought of cars now
That sounds amazing a thought of card produced at the fingertips like that's an instant black
What do you just thought of it and then it appears the fingertips, but that's here's the wordplay what about a freely thought of card
This changes everything because now this puts in question. What a thought of card is so maybe a thought of card is here
Have a look at this card, and I want you to think of it. What card are you thinking of for parts?
Right there
Thought of card you thought of it for heart see where I'm getting at so there's a type of
Deception that happens in magic trailers all of these techniques are used within the magic industry
Constantly to sell things now the whole point of this video isn't to the hash companies it isn't to say what's right
What's wrong, but it's to start a conversation because I'm genuinely interested in what you guys feel like without my opinion
You know affecting you I kind of want to know if you guys like the cinematic style if you if you enjoy
Seeing the effort put in behind production or a trailer to look really badass
Or do you guys appreciate just a straight-up performance of the trick with no music and film not an iPhone personally?
I think I think my personal preference lies somewhere in between if it feels organic
It feels live it feels unprompted and unstaged and it's all about feeling for me. It's not about certain things
It's about feeling how does this trailer leave you feel?
Do you feel like you trust me enough to buy this do you feel?
Like I'm being honest and telling you that this is going to be put straight into your walk-around repertoire
You know that's that's the type of thing that I look for when creating a trailer myself or in
Looking at trailers that I want to buy. I want to see how I feel about it
I can look at a trailer and because they're holding their hand like this or like this right
I kind of know there is something's going on with the hand right that obviously doesn't leave me with an explanation to how the trick
works, but it does
Give me a clue, but I'm I look at it from a position creator myself and when I see that
I think well that's something that can go completely unnoticed by a spectator. It's done correctly
That's something that I can I can put the time in and I can get around to create this in fact what I'm purchasing is
Not only the secret
But everything around it which is obviously the production value the secret itself may be because there's bonus handlings
Maybe there's an interview with the creator afterwards
maybe there's
Teaches you how to reset it teaches you how to do it on gimmick and give it and so all of these things add
Perceived value to the product, which hopefully entices you to buy it
I remember I remember at one point when trailers were coming out
They would actually say shut in 1080p HD right like that was like the big thing. They're like oh my god
It doesn't it's just perceived value. I think as a consumer
We appreciate perceived value because it adds to the buying
Experience and then adds to the experience of opening or watching the product and it adds to that feeling how I'm left you know feeling
About the product so I think perceived value actually is very
Important and very valuable although a lot of people just want the secret
But don't be deceived by all perceived value because sometimes they say boat is handlings and basically in
Translation in layman's terms what bonus handlings mean stuff that I'll never in a thousand years used
But here you go anyways and that's that's basically what every bonus on every DVD is is just basically the Creator being like or you
Can do it with a blue deck or you can do with your left hand obviously there are exceptions
But in as a generalization don't be sold by the bonus routines
That's it kind of like kind of just a rant kind of just wanted to talk about magic trailers for a second
I've got so much in my mind about magic shows because I've worked in the industry
And I've worked behind the camera in front of the camera working editing an ad copy
Which is the little paragraphs underneath the product. There is nothing else like it out there
There's nothing like this in terms of marketing
This is uncharted marketing territory, which is super rare because everybody know everything about marketing these days. Everybody's a branding guru
I love the fact that the audience is getting smarter
I love the fact that more people are knowledgeable about methods and stuff so then it puts into question well
What is the point of buying it right? We have to sort of sort of reevaluate what it is?
We're doing as creators creating something and as a consumer
We have to re-evaluate
Why it instead of buying and once you have a good grasp of those ideas you know new things start coming out
But it's a constant evolution and obviously technology is growing a lot, so there are a lot of camera edits that people do
But hey it leaves us in a place where we're still discovering. We're still coming up with things and it is a
Vital part of the magic industry just some thoughts about that food for thought
Let me know what you guys think about magic shows. I'm really curious to hear your thoughts
You know do you guys appreciate a trailer you guys would rather like an uncut?
Performance like I'm just kind of curious about your buying experience
Have you ever been really disappointed with an effect, or are you from the from the school of hey?
I'm gonna put this in my magic drawer, and eventually get to it. So it's a good purchase whatever enough ranching
Let me know how you guys feel about that and like this video subscribe if you're not already and guys
We'll see you on the next video
Thanks for tuning in by the way my buddy Wes Barker from BC is flying down and we're gonna 1v1 him on basketball
He's put me up as a challenge so not looking forward to that at all all right peace guys