Film TrailersWhat are film trailers?Trailers are an important part of a film’s marketing campaign. They are a main advert for a film as it shows the mostimportant/exciting parts of the film. Trailers inform potential audiences about a film with the purpose ofencouraging people to go and see the film when it comes out at the cinema. Trailers and film posters are designedto complement each other.Why are they made?There are several elements to a marketing campaign for a film, from the trailer itself to posters in the street or onpublic transport, to online and viral marketing. The marketing campaign is designed to raise audience awarenessand interest in a film in advance of, and during, its cinema release. Trailers give an insight into what is going tohappen in the film and what it is about, they also help audiences understand the genre of a film.Who are they for?Trailers are generally aimed at the same audience as the films they publicise. Different types of people like differentsorts of films and whilst everyone is an individual, there are certain features that will have a wide appeal to specificgroups of people.How do they work?As well as using genre to gain peoples interest, marketing campaigns also show how the film is different to others inthe same genre: USP (Unique Selling Point) of the film. For example:•The innovative use of special effects•An unusual mix of genres•A popular starWhere do we see them?We see them advertised in the cinema, on the television, on social networking/film sites and on DVD’s.When are they released?The timing of a trailer campaign is important: it must be shown far enough in advance to generate excitement aboutthe film’s release, but not so early that people forget about the film before it even comes out.
“We no longer simply consume marketingcampaigns; we’ve become active participants in them, as can be seen in the recent trend in transmedia storytelling. Today, the movie released in cinemas is just one part of a wider narrative jigsaw that stretches beyond the confines of the theatre and across other forms of media.”
Battleship is a 2012 American science fiction naval war film based on the childrens game. The film was directed by Peter Berg and released by Universal Pictures. The film stars some big names such as Taylor Kitsch and Rihanna. On its opening weekend, it earned $58 million. Why was the Battleship campaign so successful?
There was a huge poster campaign to advertise thefilm, these were released up until the theatrical release. The majority have the headline ‘the battle for earth starts at sea’. They all have a very similar layout and style creating continuity between the products.A lot of the posters had an image of the featuring actors/actresses in order to utilize star persona and use the stars to sell the film as they will appeal to difference audience segments.
The trailers were designed to catch the potential audiences attention whilst linking them to the films genre. Different version trailers were released revealing plot points of the movie. http://www.youtube.com/watch?v=qDMXkPfxjOchttp://www.youtube.com/watch?v=sbx9dxcLsiQ&feature=relatedhttp://www.youtube.com/watch?v=u7N-33PbR-g&feature=relmfuhttp://www.youtube.com/watch?v=rLHLpxnsbuY&feature=relmfu
http://www.battleshipmovie.com/# The movie has it’s own website that has live twitter feeds, games and links to the trailer. As soon as you open the website the trailer plays automatically so you are forced to watch it. There is a link to YouTube on the website which encourages youto search Battleships. There is also a Facebook game which appeal to a lot of peoplewith Facebook being massive social networking site that the majority of people are on.
ConclusionAll the film posters have similar stylistic factors, they all have the same font, text and background but each have a different image on them. The majority of the images are of the actors in the film such as Liam Neeson and Rihanna, whotarget different segments of the potential audience. The style of the posters (theimages, background and colours) portray the genre of the film which is sci-fi and action, there are images off weapons and spaceships which strongly represent the genre. The trailers show the audience what to expect from the film releasing parts of the story in each one in an aim to make people come and watch the film. Advertising the film on social networking sites reaches a wide audience and lets the public become involved in the film through interactive games.