assignment 2 1

1. Film trailer and Poster comparison- Jurassic world
The filmposterandtrailerthat I have chosentoanalyse isfromthe
movie ‘JurassicWorld’,anadventure andactionmovie,whichis
establishedinboththe filmposterandtrailer.The filmposterin the
firstlookand introductionof the filmtothe audience,soitisvery
importantto make a goodfirstimpression. The filmtraileristhe
firstglimpse of clipsfromthe filmandthe mainstoryline,andis
usedto engage the audience andtogenerate interest.The target
audience includesfansof the previousJurassicParkseries,young
adultsand teenagersbecauseitmaybe too scary for younger
childrenandactionisn’taimedatelderseither.Targetaudience in
termsof genderwouldbe male,asdinosaursare stereotypically
classesas a subjectaimedtowardsboys,forexampledinosaurtoys
are usuallyaimedatboys,orbooks.
The filmposterisusedas the firstactual glimpse of the movie and
whatwill be featured.The genre isestablishedhere asthe
dinosaursfeaturedconnote danger,andasthe protagonistisridingamotorcycle itisfast-pacedand
tense whichcanalso be seeninhisfacial expression.Theseare featuresof anactionmovie,aswell
as the settingof a gloomy,mysteriousforest,whichsuggeststhe moviefeaturesadventure and
darkness.Tosupportthis,low-keylightingisused,whichindicatesthatthisimage isfromthe climax
if the filmandthat the protagonistisfacingdanger,stereotypicallyfoundinactionmovies.The only
brightlightisthe motorcycle,drawingattentiontothe characterand the prop,again foreshadowing
the film’sclimax,the dangerandthrillerpartof the movie.The lightcan alsobe referredtoas hope,
as thischaracter couldbe the heroof the movie,whichgivesthe audiencehope.Thisisalsoshown
throughhisfacial expression,determinedandcourageousashe drivestowardspossibledanger.The
narrative isalsoestablishedthroughoutthe image andthe title of the film:aJurassictheme andan
action. Thisalsosuggeststhere isa continuousthe theme of adventure andaction,clearlyseenwith
the mis-en-scene of the motorcycle,lightingandthe surroundingdinosaurs/raptors.Furthermore,
the camera angle isa full-bodyshothoweverisnoteye-level;the angle isasif the camerais on the
floorand facedupwardstowardsthe actor. Thisreflectsauthorityandalsothatthere isa lot of
significantpropsorcharactersto be seen.Inthisposter,the motorcycle andraptorsneedtobe seen
to helpestablishandclarifythe narrative andgenre tothe audience.
Featuredinthe posteralsoisthe release date,whichtellsthe audience whentheyare able towatch
the movie Thisinformationresultsinpeople bookingticketsorshowinguponthe day of the release
and on the openingweekendwhenthe cinemaisbusiest.
A male protagonistisfeaturedinthisposterandcanbe seenascelebrityendorsement-asthe actor
isChrisPratt and is recognizableamongalargerscale due to othermoviesfromsimilargenres(e.g.
Guardiansif the Galaxy- Action/Adventure).If peoplefromthe audience are afanof the actor, this
feature will persuade themmore towatchthe movie whenitisreleased,actingasaUnique selling
point(USP)
Unique sellingpointsfeaturedinthis filmposteristhe celebrityendorsementandthe title/logoof
the film. The celebrityendorsement(mentionedabove) encouragespeople whoadmire afamous
actor to watch the movie theyare featuredin.Secondly,the title of the movie andlogoishighly
relatable amongJurassicparkfans.Fansof the previousmovieswillrecognize the familiarlogoas

2. well asthe adaptationof the previoustitle andwill be intriguedtowatchthe movie,due tohow
much theylikedthe firstmovie.
The filmtraileristhe firstlookof clipsfromthe movie andthe audience getabetterunderstanding
of the film’sstoryline andmainplot,alsoestablishingthe genre further.Thisisshownthroughthe
screenshotof the dinosaurjumpingoutof the waterandthe
wide shotsshownatthe beginning.Thisconnotesdangeras
dinosaursinthisfilmare seenasthe enemy,showingthere are
thrillsandshocksinthismovie.The wide shotssuggestthe
genre isadventure andactionas the scene connotesexploring
and unknownplaces.The musicalsosupportsthisandissplit
intotwo partsthroughoutthe trailer.Furthermore, The
JurassicWorldtrailerhas includednovoiceovers,asthe story
inexplainedinthe clipstomatchand establishitsgenre;forexampleacomedystereotypicallyhas
voiceoverswhereasahorrorwouldn’t.
The music at the beginningisdramaticandsyncswith
the shotsand scenesbeingused,reflectingan
adventure theme.The non-diegeticmusicisloudand
connotesexcitementandactsas the openingmusicto
the openingscene.Anexample sceneisthatreflects
thisiswhenthe gatesto the park are opening,linking
to the beginningof the trailerandunveilingthe story
plot.Thisreflectstothe trailerbeinganannouncementtothe audience.The lightingatthe
beginningof the trailerisalsohigh-key,creatingthe moodof joy.Thisscene isalsousedto engage
the audience with‘jaw-dropping’shots.Thisactsasa
technique topersuade the audience towatchthe full film,
as the trailerusuallyactsas a teaserto the audience.For
example there isalotof greeneryandfull daylightineach
scene,whichreflectsthe linktoadventure,whichisa
cheerful scene,howeverwiththe mis-en-scene of
dinosaurs,there isalsoanundertone of danger,
foreshadowingthe threat tothe characters.
The music alsoforeshadowsthe climaxof the trailerwhere theyreveal
scenesof actionfromthe movie.Forexample,attimeswhenthe story
line isbeingexplainedbyacharacter, whichisdiegetic,the music
darkensslightlywiththudsor‘bangs’tocreate suspense andtensionfor
the audience,andalsoacts as a transitioninthe mood.Asthisis
happening,ascene where a
silhouetteof afigure isshown,watchingthe brightscene outside
as a helicopterlands.The foregroundfeatureslow-keylighting,
and as the back of the character infeatureditacts as a ‘dark
side’tothe character as well asforeshadowingandbuildingup
tensionbefore the climax.Throughoutthistransition,the lighting
darkensto an apocalypticmood,suchas greysanddark weather
actingas patheticfallacy.Thisisusedtoshockthe audience as
well asteasingthemwhenthe climax isfeatured,onlyshowingpartof the threatin the movie.The

3. musicand soundisthenquieterandeerie,asoftpianochime of the old‘JurassicPark’theme song,
whichisrecognizable amongoldfansof the previousfilms.Nondiegeticsoundsinclude people
screaming,addingtothe thrillereffectanddinosaurroars,creatinga mysteriouseffectandadding
to the tension.
An example scenewhereviolenceisincludediswhenthe male protagonistholdsagunby a
destroyedpartof a ride.Thisreflectstothe movie ratingandalso establishesthe targetaudience as
violence isn’tappropriate toyoungerchildren.
The characters in the movie are famousactors/actresses,for
example ChrisPratt,whoiscommonlyfeaturedinactionmovies,is
recognizedbyavarietyof people,sothese people maybe
convincedtowatch the movie afterseeingthe trailerfeaturing
actionscenesof thisactor. Like the filmposter,thisalsoactsas a
unique sellingpoint,aswell asreferencestothe oldfilms.
The use of camera and editinginthistraileralsoaddstothe genre of action andadventure,withfast
pacedand quickscenesandscene cuts.At the beginningsceneswere slow andlongshots,tomatch
withthe music.Asthe trailerreacheditsclimax,close upsandmid-shotswere alsointroducedto
showfearand horror. The scenesspeeduphoweverthe threatisnotfullyrevealed,connoting
mysteryandacting as a teaserto the audience,makingthemwanttowatchthe full movie.
In comparison,the filmposteristhe firstkeyelementasitsellsthe genre andcontentandacts as a
tease,whereasthe traileristhe mostimportantpartof the filmdistribution,due tobeinginthe
same environmentasa cinema,soit mustmake the right impact.The differencesbetweenthe film
trailerandthe posteristhat the posteristhe keyelementthatgeneratesinterest.Boththe film
posterand the trailerfall underdistributiontechniques,
howevertheyshowdifferentfeaturesinordertohave a
similarordifferenteffectonthe audience.
There issynergybetweenboththe filmposterandthe
trailer,withthe image of the male actor onthe motorbike
linkingthe twotogether,aswell asthe logoandfontof the
title.The synergykeepconsistencythroughoutthe
campaign,soif there isn’tsynergythenkeyelementsof filmdistribution,suchastraileror the
website,won’tlinkandwon’thelpattracta vastaudience.The keyscene betweenboththe film
posterand the trailershowsthatit will be recognizedbythe audience whowill associatethisimage
withthe movie.Thisscene mustbe effective,especiallyinthe filmposterasitis the firstever
glimpse of the movie beforeitisofficiallyannouncedonthe trailer.
Both distributiontechniquescanalsopromote ‘wordof mouth’,where people spreadthe newsof
thisnewand ‘excitingfilm’,howeverthe trailertoa largerextentpromotesthismore.Thisis
because the traileristhe firstlookforthe audience atthe storyline andactual clipsfromthe movie
and notjust one image.The finalisedreleasedate isalsoshown,aswell asthe cast listand director
name,whichcan entice the audience more towatchit,alsotalkingtofriendsorfamilyabout
watchingittogether.The ‘wordof mouth’ helpsthe campaignhugely,especiallywhenthe filmis
releasedonusuallyFridayand‘openingweekend’iswhere alotof familiesandteenagerscome to
watch the movie assoonas possible. Aswellthe filmispromotedfurtherdue tothe use of social
networking;forexample the trailerwouldbe postedonYouTube andevenFacebook,releasingitto
an online audience.The postercouldalsobe postedonothersocial networkingsiteslike Instagram

4. and wouldbe seenongoogle images.Bydoingthis,avariety of people onlinewillsee the traileror
posterand itwill be opentoa wide range of people fromall overthe world.
On the filmposter,anage rating isnot included,norisitfeaturedatany pointduringthe trailer,
howeverthe BBFCat some pointwouldview the movie,make sure itissuitable forthe target
audience andwouldgive itanage certificate.The age ratingcan give the audience anideaonwhat
kindof contentthe filmwouldinclude,althoughthe trailerwouldreveal more contentandcould
alsogive people anideaonwhetheritissuitable forayoungeraudience.
The filmhas beenrateda PG-13, whichmeansitisn’tsuitable forchildrenunlessaccompaniedbyan
adult.Thisisreflectedinboththe trailerandfilmposter,astheybothinclude low-keylightingand
the mis-en-scene of dinosaurs.Inthe trailer,the musiciseerie,some bloodisfeaturedandthere are
people shownscreaminginfearorpain. Thiswouldbe scary for youngeraudiences,whichiswhyit
has beengivenahigherratinginsteadof aU.
To conclude,boththe filmposterandtrailerare techniquesof filmdistributionandhave both
similaranddifferenteffectsonthe audience toengage andpersuade themtowatchthe filmwhen
releasedincinemas.