We watched both the theatrical trailers for Kong Skull Island, and Rings. We were then asked to create a report on the 7 key conventions of movie trailers. My report is shown below.

1. Analysing Theatrical Trailers
By Millie West
Theatrical trailers are created for all upcoming feature length films. They are advertisements
created to promote future feature length movies. A trailer tells the general storyline of a
film but in a compacted format, without giving away too much information or showing the
end of the film, this means that producers and companies, can engage and excite audiences.
Once an editor has received all shots from a recently filmed movie, together with the
producers, they will select the most intriguing shots to put into the trailer, the ones that
they feel will capture an audience the most, without ruining the overall plot or resolution, if
there is one. There is just enough given away, and the perfect amount of mystery produced
in order to capture the intended target audience and enable them to want to go and it.
They last for approximately 2 and a half minutes, leaving the perfect amount of the film to
the imagination. Whilst giving a brief summary of the storyline. It is common in theatrical
trailers to put footage in a non-linear order.
This means in non-chronological order. This
ensures that the plot of the movie isn’t
given away. For example in the trailer of
‘Rings’ the trailer begins with the realisation
that there is a problem. This is one part of
Todorov’s equilibrium theory (1969) which
is explained later on in this report.
There are many reasons as to why theatrical trailers are created. Firstly the overall purpose
of a trailer is to make the audience want to go and see the film. They are created in different
and effective ways, which intrigues the audience when they watch it. If a film is seen to be
interesting, it is more likely that large numbers of people will go and see the film. The brief
summary of the filmgives just enough information to entice the target audience. This will be
made obvious, at either the start or the end of the film. This is spoken about in more detail
during the Age certification part of the report. It aims to capture a specific group of people’s
attention.
Similarly both teasers and regular trailers do the same. They aimto capture the audience’s
attention by showing them intriguing attributes of the film that producers and editors know
the audience will like. In turn audiences are compelled to watch the movie, due to the
editing and producing skills used to create such a drawing trailer. In contrast to theatrical
trailers, teasers last for approximately 30 seconds to around a minute. For example, the
teaser trailer for Insidious lasts for 52 seconds. It is short and snappy yet captivates the
audience. Regular trailers last from around a minute and a half to 1 minute 45. Teasers are
significantly shorter than regular trailers and regular trailers are also somewhat shorter than
theatrical trailers. Regular trailers are becoming increasingly unpopular and therefore, as a
result there has been a rise in the amount of theatrical trailers used to advertise movies.
Todorov’s Equilibrium Theory.
Todorov’s equilibrium theory (1969) states that most media production films follow the
same narrative pattern or path in their storyline. It includes 5 main steps, the first one being
equilibrium. This is when all is as it should be, a happy, calm and light mood is created in a

2. Analysing Theatrical Trailers
By Millie West
scene. Followed by equilibrium, comes disruption. This is the part of the trailer when the
atmosphere and mood will change, and the order from the event becomes on of
disequilibrium.
Thirdly there is the recognition from characters that something has gone wrong. Following
this, the fourth stage of Todorov’s equilibrium theory is the attempt to repair the damage
done, or reverse the cause of the disequilibrium.
The pace of the trailer may increase and the shot lengths used may decrease. The fifth and
final stage of the theory is the regain of equilibrium. The initial cause of the disruption has
been resolved and the safety and happiness of the characters involved has been restored.
All questions regarding the film have been answered and all members of the audience are
left feeling satisfied.
It is conventional in trailers to show only the first four stages of Todorov’s equilibrium
theory. The equilibrium stage, the disruption, the realisation and the attempt to repair the
issue causing the disequilibrium are all shown in trailers. For example in the trailer ‘Kong
Skull Island’ we are shown the equilibrium, followed by the disruption, we are then
immediately shown the recognition, followed by the attempts to restore equanimity. Yet we
are not shown the fifth stage of restored equilibrium, as otherwise there would be little
point in going to see the film as we would know what happens at the end of it.
There are seven main sections that should be included in a trailer. They make the trailer the
best that it can be, which in itself, can increase the advertising that it gets. These include; an
Identifiable title, Company logos, Music and other sound, Age certification, Social media
information, Credits and Release date.
An identifiable title is one that can be easily recognised by the public. It usually has some
relevance to the genre of the film. Some examples of
identifiable titles include those such as ‘The Conjuring’
and ‘Harry Potter’.

3. Analysing Theatrical Trailers
By Millie West
Therefore some media production title’s of the same
genre are swappable and so would work on more than
specific film. An example of this includes the titles for
‘A Nightmare on Elm Street’ and ‘Annabelle’. As they
are both the from the horror genre, each of the titles
are interchangeable, meaning that the ‘Annabelle’
title style would also work as the ‘A Nightmare on Elm
Street’ title. As shown in ‘A Nightmare on Elm Street’
title, the small and unimportant words are much
smaller than the more relevant words. For example,
the word ‘a’ and ‘on’ are in a smaller font size and in
lower case. Where as the words that are more
appropriate and applicable to the advertised film,
such as those like ‘Nightmare’ and ‘Elm Street’ are in a much larger font size, and are in
block capitals.
In ‘Kong Skull Island’, directed by Jordan Vogt-Roberts has a very identifiable title. It has
been created using a stone effect which perfectly matches its theme and fantasy, science
fiction genre.
The title is unique, interesting and one of a kind. No one else in the film industry has this
particular style of title. The only film with a similar style title that comes to mind is ‘Dawn of
the Planet of the Apes’. This does make relative sense considering both movies are based
around monkeys; this may suggest that they were created by the same producers.
The title looks like it has been chiselled and it is also has the same style or pattern to the
tribe, shown in the trailer, paint on their face. The letters of the title are dark, grey and
rough and have sharp, thick edges which may resemble Kong. The letters g, d and I are all
pointed with sharp arrows – and this gives it a military style, enforcing the use of action
utilised in the film.
When the screen shows the words “This March...” we see it engulfed in smoke. This tells us
that the jungle or land that the words are effectively sitting on, is burning. This is also shown
in the film. These words, as well as “WE DON’T BELONG HERE” stand out, considering they
are in bold and block capitals. It looks almost as if the film is in your face, shouting. This all
resembles the title and helps represent the action in the film.

4. Analysing Theatrical Trailers
By Millie West
In comparison, in the move “Rings”, the title looks
thin and jagged – almost as if it has been scratched
by a child, silently asking for help. In addition, at the
end of the trailer, the last shot says the words
‘Coming Soon’. This is also written in the same style
as that of the logo for rings.
Company logos are also one of the most important parts when making a trailer. The use of
the production logo tells the audience who it is make by, whereas a distribution logo tells
the audience who gives out the movie. These all depend on where you are in the world.
Company logos can give any filma reputation. Most companies are synonymous, this means
that they are known to do a specific genre of film. For example Hammer Film Productions
are well known for a series of Gothic "Hammer Horror" movies that were made between
1970 and 1990. Therefore Hammer began to get a reputation of producing Horror themed
movies. Similarly, Warner Brothers are well
known for producing action film, as said later.
The produce action themed movies such as
Harry Potter, Batman and Superman. These
themes are incorporated within the movie, as
a result of Warner Brothers being the producers.
Many production logos will be changed to suit what is happening in the trailer. Therefore
they can be given very different looks. For example in Kong, Skull Island the company logos
are made to look old, grainy and flicker as though they are being projected. However they
show a smooth transition from the film and the production company advertisement as they
look like they are part of the slide show, shown in the opening sequence of the trailer.
They are also give a feel of the 1960s or 1970s which
reflects the time line for when the incidents
happened. The colours shown are light, which create a
happy mood. For example the fire effect. If dark
colours were to be shown the audience may get a feel
for a different type of genre – eg horror.
Todorov’s equilibrium theory of 1969 is enforced in
the trailer of Kong, as the slideshow used at the
beginning of the short clip, its colours and the music
used, all create a happy atmosphere, which makes
for an intriguing trailer. The projection slideshow
tells us that Warner Brothers Studio, helped in the
production or the making of the film.
Our first impression of knowing that the Warner Brothers Company had an active role in the
film immediately tells us that a big budget was used for the film. This logo too, also had an
old 60s-70s theme, style and feel about it, adding to the verisimilitude of the film.

5. Analysing Theatrical Trailers
By Millie West
Legendary Entertainment also played a big part in producing Kong Skull Island. Unlike
Warner Brothers, they are a more modern company. They were not around in the 1960s-
1970s, and were probably only introduced in the 1990s. Therefore the Legendary
Entertainment logo shown, hasn’t been changed
so dramatically, as it isn’t so necessary. This is
because there are no older logos other than the
current one. Compared to Warner Brothers, as
they are a much older company who have over the
years, slowly adapted there logo to keep up with
popular themes in contemporary society.
The use of seeing the Legendary
Entertainment logo used in the
opening sequence of the Kong
trailer, ensures the audience that
there will be lots of action used
throughout the duration of the film.
We know this is true as this company is commonly known
for big action films, such as 300, Sparta and Batman Begins.
Finally Tencent Pictures is another company involved in the
producing and making of Kong. They are a Chinese company that
are well known for producing films that are based on comic
books, such as ‘Kong’.
In ‘Rings’ the company logo shown at the beginning of the film is Paramount Pictures.
Paramount Pictures is a large American production company that produces films worldwide.
In the ‘Rings’ trailer, the logo is shown in a horror
themed way. We know this as the image begins to
flicker, and all colours used have been toned down
and made a darker shade. In addition, the ‘ring’ used
throughout the trailer and supposedly in the movie, is
formed around the mountain used in the logo of
paramount pictures.
In Harry potter and the goblet of fire the Warner
Brothers logo changes to match the theme and style
of the fiction film. This creates effect and setting for
the movie trailer to begin. It enables the audience to
get a feel for the genre and style of the film trailer
about to be shown. The use of both an adapted
company logo and/ or the use of a regular standard
logo are very common conventions of both trailers
and theatrical trailers.

6. Analysing Theatrical Trailers
By Millie West
Music and sound is incredibly important when creating a trailer. This can include narration
from a person out or inside of the film, diegetic or non-diegetic sound, synchronous, or non-
synchronous sound. All of these types of sound are used to build tension in movie trailers.
At the beginning of Kong Skull Island, light, happy and exciting music is played in the
background of the film, produced as non-diegetic sound. This type of music used to be used
before wars to pump up Vietnam soldiers, before going into battle. This style of music suits
the storyline as the beginning of the trailer is set in an army fashion, it looks as though the
characters are being briefed on an upcoming mission. The words sung in the song match
some of the media shown in the trailer, for example, when the word ‘Horizon’ is sung in the
song, it suits the picture of the peer and beach shown on screen. Shortly after, the words
‘Trouble on the way’ are sung. This implies that something bad is about to happen, and in
fact it does.
There is a sudden sharp pitch sound which resembles that of an alarm or siren. Similar to an
emergency service vehicle sound, the feeling of danger takes over the happy and light
feeling produced by the visuals and sound. Unconventionally, there is no silence before the
sudden bang of a tree hitting one of the army helicopters. (As shown above) There is no
drop in tone, fade down or up or any other gradual effect used to imply something bad is
going to happen. This intrigues, excites, yet scares and shocks the audience when watching
the trailer as they are left wondering what is happening, as there is an immediate snap from
a happy and safe setting to one of danger and fear; from one extreme to another.
The roars which are synchronous and violins which are non-diegetic, enforce a sinister
mood, which go well with gradually changing the action packed filled visuals to a screen of
complete black. One of the most important parts of sound used in the trailer is at the end of
the movie trailer. When Kong beats his chest, each individual beat is synchronous to the
music edited into the media production. This reinforced the verisimilitude in the film. The
characters dialogue is both synchronous and asynchronous, this enables the audience to
understand the trailer on another level and in addition, adds to the realismof the
condensed film. It is conventional in theatrical trailers to create dramatic irony through non-
diegetic sound. This means the audience knows something the characters in the film do not.

7. Analysing Theatrical Trailers
By Millie West
In the trailer of ‘Rings’ the mode of address is constantly changing. The sound at the
beginning of the film implies that something is wrong. A panicky atmosphere is created
through the use of synchronous and diegetic sound. Conventional to horror trailers, we hear
a woman screaming and in distress, as shown on the first page. This helps to create a tense
atmosphere. Following this, we are shown flashbacks to a happier scene of two people who
have just woken up. They are laughing and joking, and as a result give off a juxtaposed mode
of address; one of happiness. Compared to the previous shot of a perplexed woman. The
mode of address changes again when actors begin to speak softly and quietly. There low
voices imply that they don’t want anybody else to hear them. Finally we are taken back to
an anxious atmosphere in one of the last scenes, where we are on an aeroplane. Again the
conventional use of screams and fast paced cuts imply that something bad is going to
happen. This helps to intrigue the audience and draw them in, making them want to go and
see it.
Age certifications are conventionally used in most trailers. If the BBFC is yet to rate it, either
a green or red band will appear at the beginning on the film. If there is a green band, it tells
the audience that the trailer is suitable to watch for all viewers under the age of 18. If
however the band is red, it implies that the content of the trailer about to be watched is
suitable for viewers above the age of 18.
Age ratings do depend on what platform an audience decides to watch it on. For example on
YouTube, or at the cinema, the trailers shown are appropriate for the media production that
you are about to watch. In ‘Kong’ there is no age certification. This may be because the BBFC
prefers to rate movies approximately 3 months prior to their release. It
also means that any audience is able to watch it. After research
completed, I found out that the BBFC has rated ‘Kong Skull Island’ a
12A. Although they had rated the trailer a 12A, this was only
shown on the ‘Kong’ 30 second teaser trailer, and not the theatrical
trailer. This may be due to the monsters and violence implied,
although there were no green or red bands applied.

8. Analysing Theatrical Trailers
By Millie West
Absent features are also a common way of identifying the age rating of a film. For example
is there is no drugs, sex or nudity but there is violence or unhappy scenes implied, a film
may be rated a 12, 12A or a 15, depending on how severe or explicit the content is. If a film
hasn’t been given an age rating yet. It is likely that the filmwill say ‘Yet to be certified’.
For example this was used in ‘Rough Night’, the teaser trailer came out 5-6 months prior to
the first viewing, but a couple of months after the teaser trailer was release, the BBFC
certified it.
In ‘Rings’ there is no age certification shown. This may
be because they are not always necessary and younger
audiences may not want to watch a horror movie
trailer in any case. This also may be because the
previous 2 prequels, (The ring and The Ring 2) that
lead up to this film are also 15’s, therefore it is implied
that ‘Rings’ is also the same.
Social media and information is the fifth part of what is necessary to include in trailers.
Usually websites, Facebook page names, twitter accounts and Instagram accounts are a
common way in interacting with an audience. Audience interactions are key in getting
media publicity. They help to create a hype amongst audiences and ensure that when the
film is finally released, it is well known and it has reached its intended target audience. An
example of when social media has interacted with the publicity of a film is in ‘Dark Knight’.
Every time the movie trailer was shared, a pixel from a virtual poster was revealed. This
encouraged audiences to get involved. Once all pixels had been released due to the amount
of shares it got, the poster was released to the public.
Other examples of social media being a main baseline for the publicity and encouragement
of a film, is used in the film ‘Deadpool’. In Deadpool, Ryan Reynolds’ character was given a
real social media account which is actively used. The twitter account creates publicity, not
only for the film but also for the producers and the characters. It creates humour, and
makes the film and characters seem real, as well as this, it brings the characters alive,
intriguing audiences, and consequently getting them involved.
In ‘Kong’ although no social media names are used, there recognisable logos are. For
example, there is a Facebook page, as a result audiences know where social media publicity
can be found. It also means that all audiences can
be reached, through different methods of social
media. To target teenagers which is what ‘Kong
Skull Island’ aims to do, hashtags commonly used
and seen by them are used to try attract them and
advertise the movie. A website is not advertised
on the trailer as commonly mainly older audiences would want to use one, but considering
the film is aimed at a lower age group, it isn’t necessary.

9. Analysing Theatrical Trailers
By Millie West
In contrast, in the trailer for ‘Rings’ there is only a website shown. No other forms of social
media are identified as being related to the advertisement of the movie. This may be
because the website shows all the necessary and needed information that could be wanted
to know about the movie. Although a hashtag is used in the last shot of the movie. This
could help publicity and get both the hashtag and the film trailer trending on different forms
of social media.
The credits shown at the end of a trailer
usually tell the audience who wrote,
directed, and produced it. It may also show
the characters involved in the making of it.
In recent years the focus of the credits have
moved from the cast, to the crew.
Therefore instead of saying “Staring...” in
more modern movies, it is more likely to
say “From the makers of...” or “From the people who brought you...” This is likely to make
the film more interesting, well respected and increasingly well recognised. For example, this
is used in the movie ‘Insidious.’
Credits in film trailers are conventional but not necessarily always needed. Therefore, in the
‘Kong Skull Island’ theatrical trailer, they are not used. This can help to ensure that instead
of the audience being caught up on who made and produced the film, they can concentrate
on what is happening in the trailer,
instead of being focused on who
its made by, or be suspicious about
it what other films have been
made my the same producers. In
the regular trailer it does in fact
say that ‘Kong’ is made by the
producers of ‘Godzilla’.
In contrast ‘Annabelle’ and ‘A
Nightmare on Elm Street’ both have
credits, this is useful as it enables the
audience to know more information
about the film, including the cast,
crew, and other important information.

10. Analysing Theatrical Trailers
By Millie West
Similarly to ‘Kong’, ‘Rings’ has no credits. This may be due to the same reason as ‘Kong’, that
they can concentrate on what is happening in the trailer, instead of being focused on who
its made by, or be suspicious about it what other films have been made my the same
producers.
Finally the release date shown on a trailer is one of the biggest conventions of trailers in
general. When the release date is shown on screen, it signifies the first opportunity the
audience has to go and see the full movie. The use of the release date creates a countdown,
and therefore this increases the hype made by the audience. As said in the social media
section of the report, it gives the audience an opportunity to get involved as they
countdown the days before a film is legally released.
Sometimes films are released on specific days of the year, for example, it is common for
romantic comedies to be release on valentines day, or for children’s movies to be released
during annual half terms. In addition, it is extremely common for horror movies to be
realised on dates such as Halloween or Friday the 13th.
‘Kong Skull Island’ was released on March
the 9th 2017. This may be because it is a
remake of both the films released in 1993
and 2005, of which both were released in
the month of March.
In contrast ‘Rings’ was said to be released on February the
3rd in the UK. This is close to Halloween, which may be the
reason as to why it was decided that ‘Rings’ were to be
released on that day. As mentioned before this is a
common convention of both trailers and movies. Similarly
both ‘Annabelle’ and ‘Halloween’ are both horror films,
and they, as previously mentioned are conventionally
released near to Horror related dates, such as those like
Halloween.