3. Institutional codes
The production company is blumhouse productions, along with paramount in many
of their productions. A key unique selling point that I have noticed in many of their
film trailer’s are audience reactions. They use other people reactions to the films, in
the trailer, to lure in a wider audience who wish to experience something they have
just seen other peoples reactions to. Insidious only uses a small amount of this in
the trailer. Another film produced by these two companies is the paranormal
activity phenomena. The first trailer is based on audience reaction.
Another unique selling point or
institutional code is the whispering in eor
demons repeat them selves by whispering
over and over at the build up point to a
frightening part in the trailer. For example
in stranded the quote ‘I'm going insane’ is
repeated and in insidious 2; ‘he’s got your
4. The key selling point.
The key selling point of the trailer is the narrative. The basic storyline is that there are a few
Children who can see and hear demons which them kidnap them and haunt the parents. It is
Quite an individual narrative and not one I had heard of before. Todaro’s narrative theory
explains how the ending to a film should have a ‘new equilibrium’, meaning a resolution.
However this film is not resolved which creates a unique selling point as the film is so
The editing and pace of the trailer is also quite effective, because it jumps and the non
diegetic music matches the actions, causing the audience to jump.
The insidious trailer establishes the genre almost straight away. The first time we
definitely know that it is a horror is when the scary child's music plays and the toy is
moving by itself. However before that, the lighting and quickly paced close up shots to
show reactions give the genre away.
To establish the mood, the trailer begins with a
Normal family setting, and the actors are not
frightened and are together, however then
shots begin to get closer and the lighting turns
to a green/redish color to set the scary mood.
Also, the pace begins to quicken and music starts.
The expectation is set quite high because of how much if the story the trailer gives
away. The entire storyline is shown and it is quite a long trailer so when people go and
watch the actual film they will be expecting to see things they havnt already seen in the
The target audience for insidious 2 is most likely to be the older teen and young adult
of a mix sex. This is because the trailer shows some gore but not enough to stop young
teens watching the film. The dialog in the trailer also suits this target audience.
The audience is explicitly targeted by the use of actors. This is because they are a family
experiences this together. The audience can relate to family life as they will be within
range still living with family or recently have. The trailer also portrays itself to be
extremely scary, which may cause younger audiences to compete against each other in
7. Trailer 2
• The crazies
8. Institutional codes
Overture films is the main company involved in the production and distribution of
this film, and the unique selling point that this company like to use t=in their
trailer’s is not giving away too much of the storyline. Two examples of this is the
crazies, and the =film let me in trailer. There are also more that use this
technique. Many trailers are also very fast paced, which adds a professional
touch to a trailer.
9. Key selling points
The key selling point for The crazies trailer is the excellent editing, for example
the pace and sound effects. Also, the very individual non diegetic music played
toward the end of the trailer. A sad song is played over the gory and action
part of the film. This is really effective and lures the audience in because of the
individualism. It also adds a huge emotional touch to the trailer, which atracts a
very wide spread of audience making them think – ‘that is so sad I need to find
out what happens’.
The trailer establishes the genre at the beginning of the trailer after the characters
and location has been introduced. For example at around 21 seconds into the
trailer, peoples facial expressions and the music suddenly change to frightened
confused faces at the baseball match. After this, the pace speeds up rapidly and
sound effects are brought in.
The mood is set mostly by the shots and music. For example, when the genre is
established and people begin to notice the ‘craziness’ fast paced shots begin to
make the audience jumpy and the music begins to set the scary mood. A good
example of setting the mood is when the trailer is beginning to get scary, a sound
effect which sounds a bit like rattling bones is played and lots of shots are quickly
played briefing the audience about what is about to happen. This is a really good
The expectation of the actual film is set by the wording and in particular the font
style. The producers of the trailer tell the audience without using semiotics or
codes that this film is going to be outstandingly scary.
• The target audience is probably 16-40. A very large target
audience however, the film is not too gory and the trailer shows
this by showing characters of around these ages and the
language would be understood by everyone within this age
range. The mental health theme implied may be too much for
anyone any younger.
• The audience is explicitly targeted by the use of writing on
screen, being told normal people like them could experience
something like this. For example ‘your neighbors’ ‘your friends’.
This is a really good technique to involve the audience.
12. Trailer 3
• The women in black
13. Institutional codes
Hammer produced women in black which was its first big film. However another
trailer they have produced reflects the women in black trailer because of the
narrative. Both trailer’s do not give too much away and therefore leave some
enigma for the audience.
14. Key selling points
The key selling point for this film trailer is the actor. Danielle Radcliff is a huge star and
well known from harry potter films. The trailer shows this of a lot and he is also
The main advertising point for the film. The trailer is also very well constructed, the
Editing, peace, music, dialog is fantastic and it really lures in the audience.
The trailer established the genre after showing the location and characters etc.
the music suddenly stops and the ghost women appears. This is a good effect in
the trailer, and the mood suddenly changes due the the music and the pace. The
mood throughout the trailer is started and stopped continuously which creates a
jumpy atmosphere about the film.
The expectation of the film is set HUGE. This is because of the star actor and the
wording. ‘the most chilling ghost story of our time’.
• The target audience will be 16-30. this is because this
is the ‘harry potter generation’ as describe through
research. People that watched harry potter, which is
a global phenomena.
• The audience are targeted because they are
expected to know who Daniel is, and the wording
basically invites them to learn about the story by not
giving too much narrative away.
17. Out of the three trailers, the women in black appealed to me the most because to
me, it seemed like this film was going to be huge, the anticipation of release date is
created just right. For example the huge number of different shot types at a fast
pace drew me in and it seems extremely professional. Another key factor of this
trailer is that it didn't’t show gore. The other two films showed quite a lot of gore,
which is my personal opinion but also this will make the film available for a wider,
The women in black and the crazies trailers, do not give away too much of the
narrative which worked for me because it leaves enigma for the audience. Insidious
however shows quite a lot of the narrative.
In terms of identifiable format all 3 trailers have extremely fast pace shots, which is
evidence of very professional produced trailer. The trailers also use a wording
All 3 trailers actually use the same font.
18. The purpose of film trailers, in particular horror trailers, is to scare, interest and
make the audience want to watch the film. These trailers are produced in this way
to create audience anticipation, for example fast paced shots. Another way they
are produced which shows the purpose is the speech and dialog.