Film trailer research and analysis

Film Trailers

As part of my research into existing products and the ways in which they aim to generate audiences and public interest, I researched into film trailers. Film trailers are an effective way to generate potential audiences via a condensed intriguing clip of the films content. I decided that in order to understand existing films, I too had to create a trailer in order to effectively demonstrate my understanding of targeting audiences and the various platforms audiences can receive information about the film.

The conventions of Film trailers

In order to create a film trailer, I first had to research into the generic conventions of film trailers and the typical aspects of them that are used in various film trailers.

• In the opening section of the film trailer a film production logo is featured to allow the audience to identify the logo. The logo can be beneficial as it gives an impression to the audience the type of film it will be, whether this be mainstream or an independent low budget film. For example a film trailer with the Disney production logo will allow audiences to identify that the film is high budget and typically family friendly. I want to consider how the possible use of my production logo, which is unknown, will effect how the audience will respond and if in fact they watch the trailer at all based on the unknown logo. From the comparative images below the Walt Disney logo has a professional and well structured logo and audiences are able to recognise the logo as popular due to Walt Disney being a large conglomerate in the film industry, The film logo for my production lacks the same visual recognition and does not have the same professionally crafted look which could potentially influence the audience to not view the film based on the initial trailer opening.

Walt Disney Logo

The production logo for my short film

A convention of film trailers is that the film title is featured in all film trailers, however, the location of the film title varies. Most film trailers opt to situate the films title at the end of the trailer in order to leave the audiences with the knowledge of the title, making it more likely for the audience to remember it after having viewed the trailers content. I believe this to be a convention that is highly useful in the marketing of a film and I will consider adhering to this convention in the production of my trailer.

10 CLOVER-FIELD LANE 

MAD MAX FURY ROAD

In the trailer, 10 Cloverfield Lane, the title is located at the end in order for the audience to remember it. The footage in the trailer is suspenseful and throughout the images the audiences view, they question what the film is called. This technique has also been used in Mad Max Fury Road to leave a long lasting impact on the audience.

• A relatively new convention of film trailers is the addition of social media links. With the rise of social media becoming a large factor in the marketing of films, trailers now opt to add the website URLs, twitter 'hashtags' or accounts to follow, or instructions to 'like' their Facebook page. This encourages the audience to find out more about the film. The popularity of Twitter means that millions of people across the world can tweet about a new film coming out, spreading the word and gaining the interest of millions of other people. I believe the addition of social media icons on trailers is an effective way for the audience to identify it on social and therefore talk about it, generating more interest in the film. The Conjuring trailer features the Twitter hashtag and also provides the Facebook link, which stays on the screen throughout the trailer. This reinforces the title of the film and makes it more likely for member of the audiences to search the social media pages of the film.

• Any film released in the UK is awarded an age certification by the British Board of Film Classification, and the age is shown towards the end of a film trailer. This provides a guideline for the target audience age, for example if the film is awarded a U certificate, its a family friendly film, and therefore you will get many children going to watch it. It also means that people younger than the age certificate won't be lead onto think they can go watch the film in the cinema. Film certification is also very important because it can hint at the content of the film. If a film has a 15 certificate, the audience can guess that there may be moderate to higher levels of violence, sexual scenes and bad language, so if the audience member doesn't enjoy that type of film, they won't go to watch it, and vice versa they might enjoy that type of film.

• An important feature of film trailers is character introductions. This is essential because an audience get pleasure from films by connecting and relating to the characters, by their individual similarities, for example if there is a prominent young female character, people from the target audience who are young and or female connect to the character and are more likely to go watch the film. Also if the film has famous actors and or actress', and the audience have enjoyed some of their previous films, or are fans, they might go watch the new film because they know that they enjoy the actor's work. If the actors are famous then they will often be accompanied by a caption with their name, so their reputation benefits the film. For the lesser known actors, the use of their name over a still of a character helps the audience recognise them. 

•  Another convention of trailers is the addition of  vice overs and music, they are  key feature. in trailers as the voice over can link with the voice over quality of the film or it can help the audience understand the plot line. Earlier trailers from the 2000 use voice overs for dramatic effect. The music demonstrates the pace of film, genre and often the budget, for example a film may ask an artist to specially make a soundtrack for their film, the bigger the film budget, the bigger the artists on the soundtrack. Voice overs are important to guide the audience through the film plot and characters. A voice over can either be an external voice which is added on top of the footage, or the voice over can be sections of dialogue from the actual film.

• The time length of a trailer is conventionally short, lasting between 1.30 to 2 minutes. However, a film typically releases more than one trailer for the film, with a teaser trailer released first to entice audiences. The teaser trailer can last between ten and thirty seconds and are edited together using  different sections of the film edited together. Often the genre effects the teaser trailer with horror, action and thriller films have shorter 10 second trailers which help build hype and will just have a short clip which may or may not have the film title shown.

• The release date is essential for attracting a large audience to the opening night of a film release. The release date is shown on trailers a couple of weeks before the film is released, giving time for a wide audience to have seen it, but close enough to the date that people can plan to see it soon.  The release date is usually shown at the end of the trailer, like the film title, so that the trailer grabs the audience's attention then gives them the information they need to go see it. The doctor strange trailer clearly states the release date underneath the main title. 

• Editing within teaser trailers tend use short clips of different parts of the film to entice the audience. This means that the most common type of editing used in a teaser trailer is a cut between different shots. This sort of editing can be seen in the teaser trailer for ‘Iron Man 3’. However these quick cuts tend to be transitioned used a fade to black because this helps it to flow.Another popular choice of editing in teaser trailers is a fade, this sort of editing can be seen in the ‘Star Trek into Darkness’ trailer. However this editing tends to be used in calmer moments of trailers, or romantic trailers because the fade makes the trailer smooth and calm or in a romantic trailer dream like especially when using a fade to white. There is a variety of camerawork used in teaser trailers as the camerawork is just from shots from the film. However the most common type of camerawork used is close ups to show emotion, long shots to show dramatic scenes and extreme long shots to show location. This are typically used because they help with narrative in the trailer when there is not a lot of time to explain what is happening.

Analysis of a film trailer

Fright Night (2011) Full length trailer

PLOT: Charley is a high-school senior who's in with the popular crowd and dating Amy, the most sought-after gal on campus. But trouble enters his world in the form of Jerry Dandridge a charismatic new neighbor. After witnessing some unusual activity next door, Charley concludes that Jerry is a vampire. Of course, no one believes him. After seeking advice from illusionist Peter Vincent, Charley sets out to destroy Jerry himself.

Fright Night is a hybrid film that combines the two genres of horror and comedy together, using a combination of the two genres conventions. By combining the two genres to create a hybrid, the film is more appealing to a wider range of audience as fans of the comedy and horror will want a film that has both these two genres in that work effectively to create an interesting film. 

Cinematography: The opening of the trailer presents a two shot of a male and female character sharing a romantic moment when the male receives a call from his mother. At this point the narrative appears to be one that would be of the comedy genre due to the young teenage characters used and the awkward phone call he has with his mother whilst the female is in her underwear. This scene provides us with the information that the male and female are romantically involved and that the male lives with his mother. 

It then transitions to the production logo, Dreamworks. In addition to this, music of an upbeat tone plays between the production logo and the next shot which is an establishing aerial shot of the city, which displays a typical normal everyday setting to the audience. 

Establishing shot of city

Two shots are used throughout the trailer to display the dialogue between the characters which is vital in this trailer as the dialogue allows the audience to understand what the film’s narrative will be based on.

The close ups of the protagonist’s face present the fear he has as he learns more about his new neighbour Jerry who has increasingly become strange.












 When the neighbour, Jerry is first introduced within the trailer, a low angle shot of him is presented to us. The use of the low angle presents the characters authority and charismatic manipulation he exerts over the characters but also allows the audience to recognise that should be frightened of this character. The low angle presents him in a predatory pose, the low angle indicates he can pounce at any moment.

Jerry's house is constantly reinforced, in order to famillarise it with the audience. This is achieved via close up shots and medium close ups.











The lighting becomes darker and the conventions of the horror genre are evident as the plot progresses in the trailer. This juxtaposes with the earlier feel of the film that relates more to the genre of comedy.

Beginning of trailer: Lighting is natural and bright

The lighting increasingly becomes eerie.

 As the plot becomes more evident to the audience, the transitions between each of the shots is of a much faster pace which has been done in attempt to create tension and anxiety as the audience watches the trailer. The shot of the hand against the window has been edited to look distorted and as if it we are seeing the hand through a vignette. We are not sue what the hand is, creating somewhat of enigma and to emphasise the scare impact on the audience.

Sound: The use of sound in the beginning is diegetic sound of a mobile, it is the dialogue between Charlie and his mother. As it is a comedy and horror, the dialogue is typical of the comedy as it is intended to make the audience laugh.  The sound transitions from the dialogue to the diegetic sound of a bell ringing, as a sound bridge as we hear the bell before we see the setting of the classroom. An upbeat soundtrack has also been added in the post production process during the first few scenes that convey the genre of comedy. The volume of this soundtrack varies as it tends to decrease in volume during  dialogue between the conversations of two characters. The music stops throughout the trailer which creates a dramatic pause and signifies the importance of that certain shot.  Voice over is also used in the trailer as we hear more about the new mysterious neighbour and what he could be up to, giving the audience an insight. Once the disruption of the plot is evident (disequilibrium) the soundtrack changes to a more downbeat and serious tone, as the protagonist finds out that he’s neighbour could be a vampire. Screaming and blast sounds are used as the shots transition at a fast pace, adding tension for the audience who are watching the trailer. Towards the end of the trailer, as the protagonist looks to find a solution (solve the disruption and gain victory– Propp) the music transforms into a more calm but fighting tone as he tries to gain power. The trailer finishes off with diegetic sound of dialogue and screaming sound effect.

Editing: Fast paced editing has been used to increase the intensity of scenes and the use of dark fade in and outs add to the dark content of the trailer. In the editing process it is clear the use of special effects have been developed in order to create realistic and suspenseful scenes. For example, when the characters believe they have killed the vampire, a motor bike smashes through the car window, almost killing Amy.

Mise-en-scene: Charlie is dressed in conventional clothing for his age group and has the attire of a school student. Jerry the vampire is dressed in casual clothing, however he has stereotypical attributes of a vampire, for example he has black hair, pale skin, black ominous eyes and fangs.

Charlie

Charlie

Jerry

From my research I was able to create a teaser trailer for the short film Playback. I conformed to a variety of conventions of trailers in order to effectively create an intriguing trailer for the film. I wanted an element of mystery for the trailer, to do this, I did not mention the playback tapes, however, I did repeatedly presented the tape at the end of the trailer over and over again in a static and erratic way to create an enigma for the audience. In addition to this I used clips from the film and sound from the radio trailer to entice the audience.
Analysis of my teaser trailer:

I began the teaser trailer with a black screen, however, I introduced a high pitched diegetic sound of a telephone ringing first to immediately create intrigue. In addition to the intrigue, I wanted the audience to feel an immediacy of fear due to the ominous hum accompanying the high tone of the ringing. The character Vera is first introduced after having answered the phone stating her name and occupation. This demonstrates to the audience that Vera is the protagonist, a vital part of the plot. To reinforce this, an extreme close up of her face is presented.

The words ONE WOMAN is then followed to again reinforce Vera is the central character. The font size is large and capitalised in the same format as the titles of our film, however, for the trailer, the lettering is white. The next scene introduced is Vera sat with an unknown object and a glimpse of a tape can be seen as she states, "Who on earth has sent me this". This creates an enigma as the audience then want to know what it is she has been sent, who has sent it and why, creating a pleasure of entertainment.


A quick flash of a torso with a significant amount of blood is presented to the audience. There are hands covered in blood also looming over the body. I aimed to introduce the graphic part of the film to them to wonder who are the people involved and allows them an insight into the films content. In addition to this, I follow the graphic scene with an extreme close up of Vera's face with ECG tabs on, holding her hands to her head with a facial expression of fear and disbelief.

The next information is a capitalised word stating TORMENTED, which is a continuation from the previous ONE WOMAN. It is then apparent to the audience that Vera is being threatened,however, they don't know what with. A side angle shot of Vera in a car, talking to an unknown person is the next scene, in which she states she has been receiving, "Murders and rapes and god knows what else!." This allows the audience with an insight into more of the horrific things she receives, however, creates more intrigue as to who she is speaking to.

The next scene, which offers more an intrigue and follows the same attribute of an unknown identity is the distorted footage of a dark figure in a stair well, the time stamp on the footage is an enigma code with reference to the trailer as the audience has yet to be introduced to the Playback technology.

A close up of Vera in a artificially lit underpass is the first of a series of quick glimpses of the film. The footage is of Vera gasping, as if shocked by something. It then transitions to Vera shaking her head shouting "No", however whom she is speaking to is not visible.

















The next image is of a cassette tape, the tape that was introduced in the beginning of the trailer. It allows the audience to formulate their own ideas about what the tape is, however it is used to indicate that the murders she receives are on the tapes.






I decided to use the audio footage from the radio trailer in order to bring cohesion to my ancillary pieces, the use of the audio allows the audience to hear the tag words featured on the film to reinforce it. The first word is MURDER, in which graphic scenes of violence is featured. The first scene following the audio and word of MURDER is of a female, gagged, screaming and a hand reaching for her face.

The second footage to follow is of  point of view perspective of a female laid down with blood on her face, a knife looming over her. This indicates to the audience that a series of attacks are taking place, yet the identity of the killer is unknown.

To conclude the footage of the murders, the same image of the tape flashes on the screen to reinforce that the tapes are of importance.









The next tag word is DECEPTION, in which audio of the word is stated.

A close up hands covered in blood and holding a lung is followed by the word and audio of DECEPTION. It is interesting how the footage of obvious murder was not followed after the MURDER tag word. This is to subtly indicate all is not what is seems. I opted to place this footage after DECEPTION as Vera is deceiving the audience, as she is the killer.

The final tag word is LIES, in which a female walks towards an unknown person stating, "Hey what are you doing here". An effect is over the footage, creating a distorted image of the female. This is to depict the way Vera sees things through her alter ego.






Finally the title, Playback is stated both audibly and physically. Beneath the title, the tape constantly flashes on as the tagline of the film is stated, ONCE YOU PRESS PLAY, THERE'S NO GOING BACK.







The Hypodermic needle theory in relation to the Playback trailer:

 Teaser Trailers tend to follow the hypodermic theory and can be identified within my teaser trailer as I was ‘injecting’ the audience with information in a way that will manipulate them into seeing the film. I created a quick representation of the film plot using a plethora of enigma codes to allow the audience to constantly asks questions. However, I know that some members of the audience will take the information from the trailer and interpret it in their own way and therefore following the audience reception theory. For example, those who disagree with the footage and are not persuaded to see the film are a negotiated audience, however those who are persuaded are a dominant audience.