In adaptation studies, 'paratexts' (such as movie trailers, posters, author interviews, and dvd commentaries) are critical because they:

Correct answer: Frame the audience's expectations and reading of the text before they view it

Paratexts, as theorized by Gérard Genette, are the cultural materials that surround and package a text. For an adaptation, a promotional trailer or a director's press interview acts as an interpretive gateway, telling the audience whether to read the film as a faithful period romance, a radical update, or a subversive genre subversion, thereby controlling the text's cultural reception.