Now that the film was completed, RKO had to sell it to moviegoers. The usual method was for a studio film editor to compile a montage of highlights for a coming-attractions trailer, which would be shown to audiences shortly before the film came to their local theater. The trailer for Citizen Kane was something special, and like the feature itself was radically different from the general run. It was really a pioneer of what is now known as a teaser trailer, which piqued viewers' curiosity about the film without actually revealing any of the content.
Written and directed by Welles at Toland's suggestion, the Citizen Kane trailer does not feature a single second of footage of the actual film itself, but acts as a wholly original, tongue-in-cheek, pseudo-documentary piece on the film's production.[37]: 230 Filmed at the same time as Citizen Kane itself, it offers the only existing behind-the-scenes footage of the film. The trailer, shot by staff cameraman Harry Wild instead of Toland, follows an unseen Welles as he provides narration for a tour around the film set, introductions to the film's core cast members, and a brief overview of Kane's character.[22]: 360 The trailer also contains a number of trick shots, including one of Everett Sloane appearing at first to be running into the camera, which turns out to be the reflection of the camera in a mirror.[111]
At the time, it was almost unprecedented for a film trailer to not actually feature anything of the film itself; and while Citizen Kane is frequently cited as a groundbreaking, influential film, Simon Callow argues its trailer was no less original in its approach. Callow writes that it has "great playful charm ... it is a miniature documentary, almost an introduction to the cinema ... Teasing, charming, completely original, it is a sort of conjuring trick: Without his face appearing once on the screen, Welles entirely dominates its five [sic] minutes' duration."[24]: 558–9
