Trailers – lesson 2 To understand the role of film trailers in film promotion Teaser - A short trailer (usually lasting between 10-30 seconds) designed to be shown several months before the release of a feature film (or increasingly a television programme). Often quite cryptic and designed to create a sense of tension for the audience; usually linked in some way to the corresponding feature trailer.
10 C ONLY You will have received feedback on the mini poster analysis that you did with the cover teacher If you did not get on back this is because you failed to hand it in and have received a U in my mark book Homework- Due Monday 4th July- Emailed to me or printed off and handed to me IF YOU DO NOT COMPLETE IT WILL BE ANOTHER U GRADE.
Homework –Due Monday 4th July Pick a poster of your choice: Analyse how the poster appeals to the target audience. It needs to be written as a mini essay using all the key conventions that we discussed last lesson such tag line You will need to talk about camera angles, colours and connotations. You can see all the examples on my blog as wellunder GCSE TRAILERS
What is the aim of a trailer?
What conventions of trailers do you already know?
Representation As we go through we will need to consider the representations that the trailer gives us: Representation in the media (AQA BOOK) is concerned with how people, events and ideas are presented to audiences. What we see, hear and read in the media is a representation of a subject. Even a live broadcast is a representation, because you only see what is filmed by the camera operator. As a media studies student, it is important that you are able to identify and understand these representations.
How have different genders been represented? How have different age groups been represented? How have different races or religions been represented? Have any groups been unrepresented? If so, why? How accurate is the representation? Can the representation be interpreted in different ways? Who has constructed the representation and why? What effect does the representation have on the intended audience?
You might want to consider the representation of men and women You may want to consider the representation of good versus evil The representation of the other or the unknown
Types of trailer: Teaser trailer: http://www.youtube.com/watch?v=gRCwnLrrxyQ&feature=related- D.K http://www.youtube.com/watch?v=_5VDKVqvo8M I http://www.youtube.com/watch?v=FCBAcvKeLpws.i As we watch try to indentify what information you actually find out- pretend you have not seen the films.
Teaser trailers http://www.youtube.com/watch?v=vpzUCA5i6zY (super 8) These will be released first sometimes before the film is even finished! The aim is whet peoples appetite and get them to start thinking about the film, even if just at the back of their mind. The fact that it is a teaser trailer is that it aims to do just that! Tease the audience and make them start to pay attention to other forms of marketing for the film. It also hopes that the audience will further research the film. http://www.youtube.com/watch?v=_5VDKVqvo8M Some films will release only one trailer and play on the idea of suspense. This is all part of the campaign.
Full trailers http://www.youtube.com/watch?v=5iaYLCiq5RM&feature=related http://www.youtube.com/watch?v=66TuSJo4dZM http://www.youtube.com/watch?v=tCRQQCKS7go http://www.youtube.com/watch?v=3of2zqF9SUs&feature=fvst These will be released closer to the release date of the film. This aims to give the audience more information and entice them with things that they have not seen about the film . Now watching the full trailers: consider what extra information we are given. Are we clearer about genre? Plot? Characters?
Cross media campaign You will often find that the films will run a teaser poster and trailer campaign together.
Releasing a full poster with the tag line can be a good way of promoting the film
Moving from teaser to main poster:
Conventions of the trailer Company logo The company logo is a feature of the trailer and is used to show audiences he institution that has produced/distribute it What did we say was the benefit of this? Companies will often adapt the logo to fit in with the genre of the film . This can indicate to the audience the tone of the film they are seeing.
Homework task Design your own film company name and logo ready to use on your coursework. Remember that later when you have decided on the trailer of your film you may want to adapt it to set the tone. Due date: Friday 1st July
Genre clues and expectations! Trailers rely on audiences previous knowledge and expectations when creating the trailer.
Voice over's in trailers: What is the importance of a voiceover in a trailer?
Voice over Use of voice over: A narrator to give details of the film This is common convention used in romance and comedy films: Watch without screen! http://www.youtube.com/watch?v=e01NVCveGkg http://www.youtube.com/watch?v=Bx3kBUq8UPg The funniest film you will see all year The most romantic comedy you’ll see all year Just when they thought the nightmare was over You’ll laugh out loud Experience a new kind of fear Sets the tone for the film
How the voice over works: Raises emotions in the viewer experience a new kind of fear …they will find hope where they least expect it Previous works: Gives us information about important production personnel such as the director and producer and their previous work From the people who brought you……… Universal pictures presents
The voice over may use the star to draw in the audiences. Will smith is……. Starring will smith……………. Academy award winner..........
The use of the star The introduction of certain stars in the trailer can not only be used to sell the film but also introduce the type of film the audiences expect to see. The stars presence may be reinforced through voice over or inter-title
Grand summary of narrative In a world…One man’s destiny… …will face their biggest challenge …will change their lives, forever! This may also be shown through inter- titles in the trailer (we will look at examples later in the lesson)
How does this work to draw the audiences in? Thirty years ago they were the best of friends, now they’re getting back together and they’re all grown up. They’re meeting each other’s families... Learning about their kids... and re-living their glory days. In two thousand ten... From Columbia picture comes a comedy... that proves growing up is optional... Adam Sandler...Kevin James...Chris Rock... Rob Schneider... and Salma Hayek... Grown ups! Identify the techniques used in the voice over
Plot The impact of the voice over Thirty years ago they were the best of friends, now they’re getting back together and they’re all grown up. They’re meeting each other’s families... Learning about their kids... and re-living their glory days. In two thousand ten... From Columbia picture comes a comedy... that proves growing up is optional... Adam Sandler...Kevin James...Chris Rock... Rob Schneider... and Salma Hayek... Grown ups!
The voice over may well be created by the characters lines- e.g the Batman teaser trailer relied only on what the characters were saying to act as a voice over. This was especially relevant with the use of Michael Caine’s famous voice- drawing in the existing fan base that he has
Mini Task Write a voice over opening line for one of the following genres: Science fiction Romance Horror 5 mins- then share
Creating awareness of when its released This spring This summer This autumn This winter Coming soon Summer 2011 This holiday season
What do you think is the role of music in the trailer? Music
Music Music will also obviously play a large part in the films. If we revisit the trailers for http://www.youtube.com/watch?v=66TuSJo4dZM inception http://www.youtube.com/watch?v=IvNkGm8mxiMcloverfield What is the impact of the use of music?
Inter-titles The inter-titles are used to tell the story. They can add a more serious tone to the film. Sometimes they may be the only words in the whole trailer. It will also reinforce the name of the film and the release date. As I previously said, inter tiles can be used for a grand narrative summary
Fragmented narrative structure The narrative of a trailer will not follow Todorov’s five stages of narrative Equilibrium Disruption Recognition of disruption Attempt to repair disruption New equilibrium Why not?
The idea is to leave you on a cliff hanger wanting to go and see the film and see how it is resolved!
Narrative Structure trailers Generic structure Opening Build Up Problem Events Resolution End Narrative structure of trailers Opening Build Up Problem Events Resolution End You may find as well that the elements 1-4 will be mixed up. There may be scenes from the opening of the film at the end of the trailer, with the disruption being shown first.
How to analyse a film trailer : http://www.youtube.com/watch?v=rNaRLqhNVV8 Using the following trailer we will be discussing how it appeals to the target audience
Sex and the city: teaser trailer analysis The beginning of the trailer reveals the production company New Line Cinema (institution) However, the logo has been personalised to reinforce the stereotypical view of Sex and the City. The pink is iconic to this film, as it was continuous throughout the TV series-this immediately sets the tone for the film-the pink connotes femininity and this is film is all about the lives and troubles of females The first three shots used in the teaser trailer are establishing shots. They are symbolic to New York, and not only add continuity from the TV show to the film but also contain several connotations themselves. The idea of glamour and excitement of the city but also the idea of brash, fast paced and sometimes loneliness that the big city can bring- all themes about love that have been present in the previous TV shows. This relies on a sense of audience understanding and fans pre conceived ideas about what the film will offer. These shots at the beginning are the longest ones used in the teaser trailer. All together, they last about 10 seconds. From the first shot, it is taking you from the outside of the city, towards the heart of the city. This is done by a ‘fast forward’ effect between the three shots shown on the left. This reflects the importance of place within the film and represents Carries love affair with the city-an on going theme. Shot duration: 5 seconds Shot duration:5 seconds Shot duration: 2 seconds (fades into next shot)
The use of long shot establishes the main characters- again relying of audiences awareness of the characters from the TV show. The use of darkness suggests that we are likely to find out more about the characters in this film than we have before. The closeness of their characters within the frame connotes their friendship and the night time setting is synonymous with the glamorous setting of New York. Shot duration: 3 seconds The use of medium shot highlights the character as the main one from the previous shot of four. The use of flamboyant clothing (mise en scene) reflects her character and her love of fashion. This characteristic is further reinforced through the composition of the frame- Carrie is on the right at the forefront of the frame (importance) however the majority of the frame is taken up in the background with the words Louis Vutton- this connotes that fashion will also be an incredibly key feature within the film and is reflective of Carries character and things that are important to her. Shot duration: 2 seconds The use of medium shot coupled with the mise en scene connoting weddings; suggests a possible plot line. Her pose is over exaggerated which suggests the importance of a key event in her life-especially for fans who know the series ended with her getting back with Big. This creates enigmas for the audience as to who she may marry. in the whole scene of the trailer you can hear the diagetic sound of camera’s clicking and see the flashing lights- again hinting at possible story lines Shot duration: 1 second
The use of inter titles reinforces release date- reinforcing hype These words on the trailer fly in from a close up shot, towards the middle of the page. The pink writing is also iconic here as it is at the beginning of the trailer- reinforcing the ideas of femininity .Not giving the exact date works as a teaser The use of inter title with the words ‘Get Carried Away’ enhance the possible narrative and with the main character being called Carrie, creates a play on words that existing fans will understand. It also creates an enigma asking who will get carried away. Several other shots are used to evoke questions about the story line and reinforce the importance of the friendship group within the storyline- not just the love story. It also shows the key characters that fans are used to seeing as a selling point for the film. The fast cutting clips give clues to themes and plots which may occur in the film
This close up clearly represents romance and also links to the short scene in the trailer that we see with Carrie in the wedding dress, as it leaves the audience wondering if they will get married and teases them into watching it to find out. Fans will again recognise Mr Big and this raises audience questions as to what the outcome will be The use of the pink and the effect on the writing continue to connote a sense of fun, happiness and femininity as themes in the film Release date is further reinforced to audiences, enabling this to be the last thing they see in the trailer- hopefully sticking in the audiences mind.
Your task Writing about your own trailer: Task 1- pick one of the trailers that are in student shared. Using the chart on student shared identify the techniques that have been used in your trailer. You will need to identify the techniques and how they appeal to the audience- how do the conventions work to make people want to see the film?
Once you have doen this- you will need to write up your notes in essay format. You will need to answer the following question: Discuss the ways your chosen trailer appeals to the target audience.