A2 Media - EVALUATION Lia Gregory A promotion package for a new film, to include a teaser trailer, together with two of the following three options: -a website homepage for the film; -a film magazine front cover, featuring the film; -a poster for the film.
In what ways does your media products use, develop or challenge forms and conventions of real media products?Conventional Start- When carrying out the research into teaser trailers it became clear than many trailers begin with a calm, suspicious tone, setting the story ready to contrast this with the fast pace, energetic tone to follow, so we followed this convention in our trailer. We created a peaceful tone by having the girls walking down the street, naive to what was going to happen. We filmed this just as the sun was setting, not in bright day light, using mise-en-scene to create an element of mystery, without giving too much away. This builds up suspense as you are waiting for something to make you jump, so your attention is captured.
Text- Our research has shown that many trailers and teaser trailers include onscreen text and alsoa voice over to give details of the plot or memorable tag lines to grab the audiences attention,and shock them. As we are only creating a teaser trailer we didn’t feel a voice over would benecessary because we didn’t want to give too much detail away, so we stuck to short andattention grabbing lines. -We decided to include ‘Based on true events’ to our trailer as a shock factor. This always makes the audience feel uneasy as you think if this has happened in real life, it could easily happen to you. Having a modern, domestic setting also adds to this realism.
-We used a memorable tag line to mark the change in tone of the trailer. After this point the pace increases and the trailer becomes more intense. ‘Now there’s no turning back’ is effective because it indicates that things are going to get much worse, so the audience are engaged, and wanting to know what’s coming next.Black and red were used to keepa consistent colour schemethroughout. These have been thecolours used on both my ancillarytasks so wanted to keep thisconsistent.
Short ClipsMany trailers follow the same convention of having a non linear structure, acollection of short clips, to make up the trailer rather than a chronological trailerwhich tells the story. As we chose the genre of a horror film we wanted to create asmuch suspense as possible and hook the audience into wanting to know whats goingto happen next. To achieve this we used a variety of short clips in a random order tokeep the audience engaged without giving to much of the plot away, it just gives anindication of what’s to come.‘Jump’ MomentsOne of the most important things to think about when creating a trailer in thegenre of horror is how you are going to scare the audience and make themjump. This is usually achieved with intense and increasing suspense, and I feelwe have successfully accomplished this is our teaser trailer. Due to the fact weare creating a teaser trailer, this factor is even more important as you want thetrailer to be memorable and this can be achieved by a effective ‘jump’ momentto shock the audience.
0.28 0.30 0.31 At this point a scream breaks the silence and shocks the audience.To create this essential ‘jump’ moment we faded out our music so it was silent and cut thescreen to black. We then had Libby click on the candle to create a dim light so you are justable to see Libby and then Evie appear behind her. Suspense is created as the audience cansee Evie but Libby doesn’t know she is there, which creates dramatic irony for theaudience. The screen then goes back to black and after a pause the silence is broken witha scream calling ‘Help me’!
2.00 2.02 2.04We decided to include an intense jump part right at the end of our teaser trailer to shock theaudience for a final time and leave them with a memorable ending. We used the effect of ahandheld camera walking towards the door and as the music increased with intensity wewanted the audience to become more on the edge of their seats anticipating a final shockfactor. When the music reaches its high point, the camera has got quite close to the doorand then Evie suddenly appears on the other side of the door, creating a ‘bang’ making theaudience jump. The screen then goes black.
Music and Sound EffectsI think that it is clear music is one of the most important things needed to achieve aneffective horror trailer. Music is varied in many horror trailer I researched and this helps toset the atmosphere at different moments in the trailer and keep the audiences attention.Music also has the role of adding to suspense which is one of the main things that youwant to achieve in a horror trailer.We used an eerie slow sound track at the beginning to create and uneasy atmosphere,creating suspense as the audience are waiting for something to make them jump. We alsoused this music again to end our trailer as it makes the sound memorable and recreates thesame atmosphere that was at the beginning.For the main section of our trailer we used a combination of the sound of violins alongwith more fast upbeat music to fit with the increasing pace of the trailer. Sound Effects Sound effects are essential in Horror films and we have used a combination of them such as screams and loud bangs to create ‘jumpy’ moments.
End CreditsTitleOne of the key conventions of a horror film trailer is notshowing the title of the film until the end of the trailer,and we followed this in our trailer. We thought this wouldbe effective as you are giving indications about the filmthe whole way through the trailer and then leaving the titleuntil the end means it will be memorable and stick in theaudiences head.DateAs this is a teaser trailer we didn’t want to include a fulldate, as we didn’t want to give too much away so we justincluded ‘This Winter’ to give an indication to theaudience.Production CompanyWe created our own production company ‘GPproductions’ and included this in our trailer to make itlook professional as this is a main convention that alltrailers follow.
How effective is the combination of your main product and ancillary texts?The main aim of our horror trailer and ancillary tasks was to draw in the target audience, make theminterested in the film, and wanting to find out more. I wanted to make my film poster and magazinecover as engaging as possible, making the audience excited about seeing the trailer.
After researching many film posters I decided that for me, the mosteffective posters were ones that had a striking photo, with minimalinformation. This links well with the ‘teaser’ idea of my film, only givingaway small amounts of information makes the audience interesting infinding out more.For my magazine cover, I researched many front covers of film magazinesand looked especially closely at Empire magazine. I used this asinspiration for my own magazine cover and use a similar theme andlayouts. After creating a magazine for my coursework last year, I alreadyhad a good idea about the key conventions included in magazine frontcovers.Images•When you look at the film poster your eyes are immediately drawn to theimage, the intense glare in her eyes and her blank expression make herlook unpredictable and powerful so this is why I chose to use this image.It is striking and tells a story without needing too much information.Whereas in my film poster I chose a close up shot of Evie’s face, for mymagazine cover I decided on a more medium shot. The image is central onthe page, grabbing the audiences attention and I also chose to have theimage in black and white. I wanted the image to stand out and contrastwith the bright red writing round the edges of the cover.
Colour scheme•I wanted to use mainly dark colours on my film poster and magazinecover keeping a consistent theme of horror running throughout. I choseto compliment the dark colours with the colour red as it hasconnotations of evil, blood and danger, so this was perfect for mychosen genre.•As the logo of Empire magazine is red it fitted perfectly with mycolour scheme so I kept it this colour. I also chose to feature red insome of the important texts on the page, as it stands out and grabs yourattention.•On my film poster I also used the colour red keeping it consistent. Iused a black background but had a red glow behind Evie’s head,making the image stand out on the background and giving her apowerful status. I also shadowed the website address at the bottom ofthe page with red as the black writing alone wasnt clear enough on thepage.•This colour scheme has also been kept consistent throughout the teasertrailer itself. We used a red glow on the text in the horror trailer as wedecided it was the most distinctive colour to use and one which hasvivid connotations.
Title•The title is a very important factor when advertising a product asyou want it to be memorable to the audience and display it in a waythat they wont forget. I used the same font, colour and style whendisplaying the title on my film poster and magazine cover. Keepingit consistent means that it is more likely to be memorable to theaudience.Tagline•We also created the tagline ‘You can run, but you cant hide!’which featured on my film poster and magazine cover. I again usedthe same font on both text and also the same colour, which waswhite. The colour white has connotations of purity and innocenceand this is a contrast with the colours black and red also used.Featuring the colour white is effective because although the little girlis only young, and may look quite sweet, it is a contrast indicatingthat you shouldnt be fooled by her innocent look, creating mysteryand suspense.
What have you learned from your audience feedback?Our audience feedback has been very helpful and it has let us know what parts of ourtrailer people enjoyed most, and also what parts could have been improved upon.As the target audience for our teaser trailer is young adults, and specifically people ourage, it was helpful to get our peers to evaluate and comment on what they thoughtabout our horror teaser trailer.Music•From our audience feedback, one thing that people commented upon frequently wasthe use of music throughout our clip.•We used 3 different types of music in our trailer and a range of sound effects. Westarted off with a slower paced tune which we then repeated again at the end of ourtrailer. The sound in this clip gets more intense towards the end so this is why we usedit for the climax of our trailer. When the music reaches its highest point of intensity, thegirl appears from no where and bangs on the door. Our feedback showed that this was apopular moment -“the best bit of the production for me is at the end when the little girlcomes up to the door because of the use of sound and how the camera moves awaygives me a scare!”
•The second sound track we chose was a conventional horror sound of violins, which sets aspooky atmosphere. We have used this music just before the past pace action in our trailer,we wanted to keep the audience hooked and this was also picked up upon from ouraudience feedback – “I like the use of different music that you’ve used as it builds tension,especially when these classical music as you’re waiting for the action to speed up”Pace•One of the most important things to think about when creating a horror film is how yourgoing to keep the audience hooked and on the edge of their seats waiting to be scared. Wedecided that the best way to do this was to frequently change the pace of the trailer to keepthe audience interested and engaged “This teaser trailer keeps you hooked on wanting towatch more, it’s a trailer that seems to take you on a journey.”•Music was the key factor in creating the pace of the trailer. We started with a slowsoundtrack creating a slow pace and then as the music increased, the pace increasedmaking the trailer more intense, and this was shown to be successful – “I really like yourteaser trailer! The pace works really well and the music contributes to this! The music iscalm at the start, but invites you into a false sense of security as we soon get to know thegenre though the change in soundtrack, narrative and pace.”- “A great pace of up and down, climax and resolution takes the viewer on a wild ride in ashort amount of time.”
Characters•The main character in our trailer is Evie.She plays the little girl who haunts thehouse and makes unexplainable thingshappen. She was perfect for the trailer andher innocent but mysterious look made itlook effective and scary – “the little girl isreally scary”•We wanted to create elements of mysteryin our trailer, have things happen whichwere freaky and unexpected. We createdthis this by having Evie placed in thebackground of some shots, and the othercharacters in the foreground, unaware thatshe is there, and this appeared to beeffective – “I like the action match whenthe music drops and the creepy girl isrevealed, I also think its very clever that insome shots the ghost is there but barelyvisible in the periphery of the shot.”
Editing•The main editing technique used in our trailer was Dip To Black and we used this tomake our trailer look realistic as it is used the majority of horror trailers. “I really likethe various different clips you have filmed and how you have combined them by usingthe effects of fading to black to make this trailer.”•Although our trailer has a non linear structure, we still wanted it to tell a story andgive a clear indication of what the film is going to be about, without giving too muchaway. We wanted to make the audience feel scared and wanting to know more – “Ithink the editing of the trailer is very creative as it tells a story through out the wholething which puts me on edge, so you have achieved in making me feel scared!”-“There is good use of transitions and sound effects which give the whole trailer ascary theme.”‘Jump’ Moments•‘Jump’ moments are essential in a horror trailer. Everyone is always waiting for thecrucial moment which is going to make you jump, and it helps to define the genre ofhorror. We have used a few jump moments in our trailer and we feel they were donesuccessfully. – “Fantastic work! I love the ‘jump’ moments which are both visual andsound tracked.”
•The sound is key in an effective ‘jump’ moment,however some of the best ‘jump’ moments arentaccompanied by any sound at all, they’re mosteffective in silence. We have used this techniquein our trailer, but our most successful ‘jump’moment was the ending when the girl appearsfrom the door. – “The music links well with thetrailer by building up into the main section whichhas a jump moment. Mostly I like the ending of thetrailer and how it focuses on the child’s face. Ienjoyed it!”Camera Shots•One way to keep the audience engaged in the trailer is to use a variety of camera shots andangles. We have tried to use a mixture of camera shots, also helping to portray the genre ofhorror. Zooming in and close up shots are typical of the horror convention. – “Well executedcamera work with a range of zoom, tracking and stationary shots, good use of the rule ofthirds during framing.”- “Camera angles are also important and they use them well throughout.”
Is it Realistic?•One thing that was important for us too achieve, when making our horror trailer, was tomake it realistic. We did a lot of research into horror trailers and what were the keyconventions of the genre. We tried to successfully interpret what we learnt into our ownwork and our peers seem to think we did it well!-“This teaser trailer has everything it needs to resemble a realistic trailer for film in thismodern day”- “The soundtrack, clips, editing and everything else looks professional. A great teasertrailer!”- “This teaser trailer gave me goose bumps as I was watching it. The whole trailer looksexactly like one you’d expect to see on TV.”- “This fits the conventions of films in a similar genre. Its a really good piece of work, welldone!”
How did you use new media technologies in the construction and research, planning and evaluation stages?When constructing our horror trailer, once we had filmed all of our footage, we usedAdobe Premier Pro to upload and edit it.Razor Tool Where you•Once we had uploaded our footage onto would findAdobe Premier Pro the first thing to do was the Razorto cut it up into sections, deleting all the Toolbits that were no use, and cutting down thebits that we were going to use. To do thiswe used the ‘Razor tool’. You simply selectthe Razor Tool and click on the part of thefootage that you want to cut. It is thenbroken up into sections, and you candelete, move or edit the individual clipshow you wish. Sections of footage broken up into individual clips using the Razor Tool.
Dip to Black•One of the main conventions of horror trailer is fading out one clip and fading into the next clipusing what is called ‘Dip To Black’. This technique helps to build up suspense, making the audiencetense to find out whats coming next. This technique can be achieved once you have cut up yourfootage into sections and placed them in the correct order. You then select the ‘dip to black’ optionfound in ‘Video transitions’ and then ‘dissolve’ and you drag the curser over to the timeline offootage and place the end of the clip you want to dip out. The end of the selected clip will then behighlighted purple to indicate the transition. You can increase/decrease the length of the transitionby making the highlighted purple section longer/shorter. Select the ‘dip to black Highlighted purple section transition from here over to indicating the placed the timeline of footage. transition.
Fading sound•Just like you can fade the clips of footage in and out, you can do the same with the music. Thishelped us to create suspense in our trailer as we were able to fade the slow and fast music together,increasing the pace of the trailer and making it more intense.•You create the technique in the same way as you did the ‘dip to black’. You find the transition in‘Audio Transitions’ and ‘Crossfade’ and then select the ‘Constant Power’ option. You then dragthe curser over to the timeline and place it on the end of the music you want to fade in/out. Againyou edit the length of the fade in/out in the same way as the dip to black, by increasing the lengthof the highlighted section. Select the constant Drag it into the section of power transition from music that you want to fade here. in/out.
Combination of sound tracks and increasing sound•As the music to a horror trailer is one of the most important factors its was helpful that you coulduse a combination of sound tracks/effects together. You can play a main soundtrack and also add indifferent sound effects too accompany it. This can be achieved by using the different lines of audioon the timeline. If you have the first line of audio as your main soundtrack, you can then placedifferent sound effects in audio lines 2 and 3 and have them playing at the same time.•You can also increase/decrease the volume of the audio by dragging the yellow line that runsthrough the audio clip up/down. This means if you wanted a screaming sound effect to shock theaudience you simply move the line up and the scream will be loud over the other music alsoplaying. Moving the yellow line You can play different up/down will sounds at the same time by increase/decrease sound placing them in different lines of audio.
Splitting sound from footage •One thing that we found very useful when creating our trailer was being able to use the sound from a clip without using the actual footage. When filming for our trailer we managed to collect a lot of effective sounds which would work well in our trailer, but didnt need the footage that went with it, so we worked out a way to have the sound alone.1. First you had to find the clip with the 2. Once you have copied the clip you need to findsound that you wanted to use and copy the a blank space on your timeline and paste the copiedclip. clip.
3. After you have pasted the clip into a blank 4. You can then delete the footage part ofspace you need to right click on the clip and the clip, so you are just left with the sound.select ‘unlink’. When the clip has been unlinked You then drag the sound clip to where youit will be separated into two different clips, sound want it on your timeline.and footage.
Reverse Speed•A editing technique which was effective in our trailer was the reversed clip of Evie walkingdown the stairs. We featured a clip of Evie walking normally down the stairs and thought it wouldbe effective that if when she got to the bottom, we showed the same clip but in reverse so she waswalking backwards up the stairs. We also increased the speed of the clip to have a faster pace. •Select the clip that you want to reverse and select ‘clip’ from the top toolbar. Then select ‘speed/duration’ and this box will appear. You can then tick the ‘reverse speed’ box and increase/decrease the speed of the clip.
Adding Text•Text is essential in giving out information about the film, and indicating to theaudience what the film is going to be about. We didnt include a lot of detailed text,just short and memorable lines to capture the audiences attention. 1. First you go to the ‘title’ option on the toolbar at the top of the page. You then select ‘new title’ and decide want type of text transition you want. We decided to stick to ‘default still’ text transitions.
2. You will then see this box where you will be 3. Your text will then appear on the left sideable to choose what to say in your text and also of your screen and you simply have to drag itchange the font and size ect. Once you have onto the timeline where you want it to appear.typed and edited your text to the way you want it,exit this box.Change the font here Edit your text here
YouTube!•YouTube has been a very useful site tobe me in both the research andconstruction stages of making myhorror trailer.•When we were first deciding on whatgenre we wanted our trailer to be, thefirst place that we went was YouTube,and we began searching for filmtrailers. We quickly decided on the •YouTube is also the place where I uploadedgenre of horror, and from then we my finished teaser trailer, so people are able toresearched and watched many horror easily access and view it. From YouTube Itrailer on YouTube to help give us was then able to post my finished teaser trailerinspiration for our own trailer and also on to blogger and keep it with the rest of myto understand some of the key work.conventions included in horror trailers.
Blogger!•Blogger has probably been the mostuseful site to me through the processof researching, planning andevaluating my work on horror trailers.•Blogger is an easy an accessible sitewhich enables you to be able toupload post processing stages of your •It has been helpful being able to post workwork. as you complete it, so all work is in one place•I have used Blogger to upload and saved together. If all work was completedYouTube videos, in the research stage on paper it would be must easier to looseof my work, and then analyse the pieces of work and harder to keep track onvideo, saying what I liked and disliked when each piece was completed.about it. Also post storyboards, and •You can not only upload your work torecord location and character ideas so Blogger, you can personalise it, making iteverything is in one accessible place, your own by adding a photo and changing theand also in chronological order. background and style.
Da.Font!•Dafont.com is a online text site which enablesyou to download exciting fonts which would behard to create yourself. I used this site to get thefont that I used for my title ‘Uninvited’. I used afont from the category ‘Gothic’ and itcomplimented the style of my work well. Slide Share!Slide share is a site where you can upload aPowerPoint presentation in the style of a online book.It is a more interesting way to display a PowerPointthan uploading each individual page. You are able toflick from page to page faster and takes up a lot lessspace. It has helped me in the evaluation stage of mywork as I have created a PowerPoint presentation formy evaluation and I am going to upload it to Bloggerthrough Slide Share.