As far as trailers are concerned they need to be timed, and executed exquisitely in order to increase the hype of the film to it's peak, just as the release date approaches. If the peak occurs before the film is released you run the risk of your target audience losing the drive to go and see the film. In the same way, if you don't enable the trailer to reach it's peak audience then you are very unlikely to reach the full potential where box office takings are concerned. It can also be helpful to consider the time of year that your film is going to be released. It is no good - for example - to release a Christmas themed film in the middle of summer. The best times to release films are around the end of summer/early spring or the middle of winter; this is because it correlates with the amount of people in school/work. The majority of cinema goers are likely to be young adults and teenagers, by releasing your film when they have spare time you enable so many people to go and spend money on viewings.
If considering a sequel, or a remake of a popular film it's better to give a fair amount of time in between the two. This way, you don't tread on the toes of the original in a sense that you give enough time for the merchandise and tickets to be bought before you release the next. Likewise though, if you give it too much time then the hype around the franchise can easily die down, minimising the audience hyped about your film.
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