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ANALYSING MARKETING
CAMPAIGN
BY CALLUM MCDONNELL
Within this scene we can
see two characters hugging
each other after the old
brother made the younger
brother a paper boat. From
looking at mise en scene
the scene uses quite dark
lighting with low key
lighting. This portrays that
it could be foreshadowing
something and is leading
up to something
bad. Overall a general
happy mood is created
from the facial expressions
shown in the close up and
from the hug between the
two characters. The hug
also portrays that the two
characters know each other
well and are related.
Within editing this
scene has used
continuity editing to
make the scene
smooth and look
natural. It also uses
fairly
long edits which create
s intensity and
connotes
The camerawork within this
scene uses at first a mid
shot and then turns into this
close up which we can see in
the shot. This portrays the
relationship between the
two characters as it shows
there facial expressions and
how much they like each
other and how grateful the
younger brother is for his
gift.
We can see that the sound
that has been used is non
diegetic piano music
which is used to build up
tension and suspense and
also foreshadows that it is
building up to
something. There is also use
of diegetic dialogue within
this scene showing that the
two characters know each
other and have a
relationship. The younger
brother also says "thanks
willy" indicating he is
grateful and that he knows
hi, from using his name
Within this clip we can see
the boys paper
boat running away and
eventually falling down a
drain. Within mise en
scene in this show we can
see that the weather
portrays a dark and
sinister mood as well
as the general low
key lighting used to make
the day look dark and
gloomy. We can see the
little brother running after
his boat wearing a yellow
rain jacket
and wellies. The color
yellow indicates joyfulness
and happiness which
is typical of youths. He is
also wearing this clothing
due to the heavy rain.
Editing within this
scene uses continuity and
uses long edits to create a
tense and dark mood.
For sound the continuation of
the non diegetic piano music
is still going on and still
building up tension. We can
also hear diegetic thunder
portraying evil and is
a common convention of this
genre of movies. The piano
music continues until it is
built up to a thud of where
the little boys smacks his
head and the music is cut
abruptly. The non
diegetic music is then
brought back and builds up
more tension and suspense
very quickly by being fairly
fast which is then cut out
once the boat falls down the
drain. From the diegetic
dialogue used we can hear he
is clearly upset and angry
from his boat going down the
drain as he shouts " noooo!".
For camerawork this shot
uses a closeup so that we can
see that little boys feet
running towards the boat as
well as we can see it falling
Click to add text
This scene for mise en scene
we can see dark low key
lighting used in the drain as
it is pitch black. It
highlights a clowns face in
the darkness. From this the
audience will be scared
and can understand the
genre of the movie from
this. The boy
is clearly shocked from
seeing this clown as he
jumps back and his facial
expression is very shocked.
Within editing for this shot
we can see very long edits
when the boy is looking
down the drain to try and
find his boat. This builds up
a lot of tension and
suspense as we are waiting
to see what happens. The
clown then pops up and the
editing speeds up again to
show the fear element.
For camerawork it uses both
a over the shoulder shot as
well as a close up. The over
the shoulder shot gives us a
perspective of what the boy
can see so that we react in
the same way to he does
when something appears.
The closeup is used similarly
so that we can in turn see the
reaction of the boy to what
has just happened.
Within sound for this clip we
can hear non diegetic music
which builds up very fast and
then cuts out once the boat
has fallen down the
drain. A clown then pops up
within this shot and a loud
bang followed by high pitch
ringing is used. This is used
to create fear within the
audience as well as indicate
the genre to the audience.
This indicates it is a
thriller/horror as the scene
In this scene it uses a
long shot were we can
see a boy turn around to
see a balloon moving by
itself. The
camera movement
includes a slight tracking
towards the left as it
follows the balloon.
The long shot has been
used so that the
audience can see the boy
as well as seeing what he
is looking at.
For mise en scene within
this shot we can see from
the props and the setting
that this is in a
library. From the
costume of the boy we
can tell he is a normal
typical boy as he is
wearing general boys
clothing. The lighting
used within this scene is
fairly dull but is still
more high key than low
key portraying it is a
Editing in this shot uses
one long continuous shot
using continuity as well
and no cutting between
shots. From this it creates
intensity and makes the
audience remember the
balloon as it is iconic
within the movie.
For sound in this scene we
can hear a
voiceover Saying "kids are
worse. Way way
worse". This compliments
the visuals which the
audience can see as it is by
saying that kids go missing
a lot and we see a kid. We
can also hear non
diegetic sounds which
starts off with a bang and
then echoes and turns into
an almost whispering
sound. This creates a fear
element within the
audience and portrays
the thriller/ horror genre
once again as it sounds
Within this scene it
appears to be a happy
joyful day. This is
portrayed through the
mise en scene. We can see
that high key lighting has
been used in this shot to
portray a happy sunny
day. From the setting it is
shown to be on a
street where we can see a
group of boys on bikes,
which is a typical thing
for young boys to do. The
majority of colours used
within this scene are
bright which connotes
happiness and
youthfulness.
For camerawork we can
see that a low shot has
been used which is
slightly looking up at
the group of boys. This
could portray that they are
the protagonists of this
movie as this shot
shows power and
For editing within this
shot we can see
that montage editing has
been used to show
different clips at the same
time and to create a basic
feel of the town, so that
the audience can
understand what the town
is like overall. The scene
also uses quick editing so
that it portrays action and
that something bad is
going on.
For sound within this clip
we can hear non diegetic
music in the background
which is continuous. The
music is quite deep
portraying to the audience
that something bad might
happen. We can also hear
a voiceover from one of
the characters in this
clip explaining that
something bad is going on
in the town as well as
creating a clear narrative
For camerawork within
this scene we can see
that a long shot of the
house has been used.
From this we can see the
whole house and it
surroundings so that the
audience can understand
why the children
are scared of it. The
camera angle is fairly low
and slightly titled up
looking at the house, this
makes it look powerful
and scary. The camera
movement uses a
tracking moving forward
towards the house to
make the audience feel as
if they are going into the
house and from that fear
is created.
For sound within this
shot we can
hear non diegetic ringing
sound with a
thumping kind of sound
at the same time. This
Within mise en scene in
this clip we can only see
the house. From looking at
the house it looks scary
and makes the audience
feel scared. This is because
the house looks very run
down and derelict.
Negative connotations
come from derelict and
abandoned house and is
often a common
convention
within thriller/horror
movies.
The editing that has been
used in this scene uses a
long edit of the house
before it cuts to a close up
of a shocked facial
expression. from the long
edit this creates intensity
and makes the audience
fear the house.
Within camerawork for
this shot in which we can
see on the right it uses a
closeup where we can see
a balloon covering the
front of a clown
face. From this close up
shot it creates fear within
the audience as well as
mystery. This is because
we can only slightly
see the clowns face and
creates a mystery which is
a common convention of
horror/ thriller movies.
Within mise en scene in
this clip we can see
the balloon used again
as an iconic prop within
this movie. For the
audience the balloon now
has negative connotations
as it is related to this evil
clown in which we can
see partially here. Low key
lighting has been used
here similarly in the
background to make the
Editing in this
shot uses fairly short
editing and cuts from one
scene of a boy and
transitions into this shot of
the clown which we can
only see for a few seconds.
From this quick editing it
creates a mystery and fear
as it cuts away form the
clowns face quickly so we
cant see him. This creates
a mystery for the audience
as they don’t know what
the clown looks like
properly.
From looking at sound in
this clip we can hear non
diegetic whistling kind of
sound which turns into
a thud after the clip of the
clown is finished. After
that it turns to silence.
From listening to
the background sound the
whistling sounds fairly
demonic
The mise en scene used in
this shot uses very low key
lighting. This portrays
darkness and evil and is a
contradiction to the high
key blighting shot we saw
earlier of the same boy.
This indicates to the
audience that the boy has
now turned from good to
sinister and evil and he has
changed.
The sound within this clip
starts off with silence
and the diegetic
dialogue of the little boy
talking. As he starts
talking non diegetic music
is in the background starts
off and is getting louder
and faster implying that it
is building up tension
creating fear. The boy then
starts shouting as
the music is really built
up implying he is demonic
and evil.
For camerawork within this
scene it uses shot reverse
shot a lot to see the
conversation between the
boys and then uses a close
up of the younger brother
and tracking moving
forwards towards him getting
closer and closer. This
creates fear for the audience
as we can see the boys
expression and are scared
because of this.
Within editing this scene
uses fast edits to create
action and fear within the
audience and then uses one
long edit of the boys face to
create intensity of the
situation.
We can see that in the
previous scene it is
very loud and
built up and when it
gets to this shot of the
title of the film the
noise stops and the
audience can almost
hear a echo of the
loudness. This has
been done to create an
effect and so that the
audience can read the
title of the film
without being too
distracted from any
loud noises.
Text graphics within
this clip has
been used
effectively as it has
used the title of the
film and been
situated in the
middle of the page.
This is effective
as the audience can
see clearly the name
of the film so they
remember it. The
colour in which have
been used are red
and black for the
background. The
connotations of the
colour red are evil,
danger and blood
which portrays the
genre of the film to
the audience once
• THE SEQUENCE IS OVERALL 2MINUTES AND 32 SECONDS. THIS IS ON AVERAGE IS FAIRLY LONG FOR
A TEASER TRAILER AND IS MORE SIMILAR TO A FULL THEATRICAL TRAILER BECAUSE OF THIS.
• FROM WATCHING THE TRAILER THE GENRE OF THE FILM IS CLEARLY PORTRAYED AS
BEING A HORROR/ THRILLER WHICH WAS DISCUSSED IN THE PREVIOUS SLIDES.
• THE TRAILER LEAVES THE AUDIENCE WITH MANY QUESTIONS AND ENIGMAS WHICH ARE LEFT
UNANSWERED. MANY OF THE QUESTIONS IN WHICH THE AUDIENCE MIGHT BE WONDERING COULD
BE COULD BE WHAT HAPPENS TO THE LITTLE BOY AS WELL AS THE OLDER BROTHER. THEY COULD
ALSO BE WONDERING WHAT DOES THE CLOWN LOOK LIKE AS THE MAJORITY OF THE TRAILER HIS
FACE IS COVERED CREATING AN ENIGMA FOR THE AUDIENCE.
• THE UNIQUE SELLING POINT WOULD PROBABLY BE THAT THIS IS A MODERN CLOWN FILM AND THERE
AREN'T MANY MODERN CLOWN FILMS. THE USP COULD ALSO BE THAT CLOWNS ARE TYPICALLY
PERCEIVED AS BEING HAPPY AND THIS HAS CHANGED THE PERCEPTION OF THEM AS THEY ARE SEEN
AS EVIL WITHIN THIS MOVIE AND TRAILER.
• I THINK THAT THE TARGET AUDIENCE BEING ADDRESSED WOULD BE BOTH BOYS AND GIRLS
AS BOTH GENDERS ENJOY HORROR FILMS AND BEING SCARED. I THINK THAT THE AGE RANG WOULD
BE 15-30. THIS IS BECAUSE THE MOVIE IS SCARY AND MIGHT HAVE TO MUCH SCARY SCENES FOR
ANY YOUNGER THAN 15 TO HANDLE.
• I THINK THAT AFTER WATCHUNG THIS TRAILER AND ANALYZING IT WE CAN TAKE MANY THINGS
FROM IT TO APPLY TO OUR OWN TEASER TRAILER. SOME POINTS IN WHICH WE MOST LIKELY WILL
TRY AND REPLICATE COULD BE THE NON DIEGETIC SOUNDS AND MUSIC WHICH WAS USED TO
CREATE FEAR WITHIN THE AUDIENCE.
Poster analysis
Title
Tagline "you'll
float too"
Image
Within mise en scene we can see
that low key lighting has been
used similarly to the trailer to
portray the genre of the film being,
thriller/ horror.
We can also see that similar props
and costumes have been sued
from the trailer including
that balloon and the yellow rain
jacket. The balloon has been used
to cover the clowns face once
again to create an enigma for the
audience.
For a micro feature
being camerawork we
can see a
long shot used within
camera shots where
we can see a clown
giving a balloon to a
young child. The
camera shot has been
used so that the
audience can see both
characters within
this shot. This camera
shot has been used
to allow the audience
to see what is going
on and understand
that this is a horror
movie from the mise
en scene as typically a
child getting a balloon
I believe that overall the marketing
team have made an effective poster. I
believe that they are trying to attract
an audience by applying the usp to
the poster and similar trailer. I think
that the main usp for the film is that
they are using typically positive
happy children's things and turning
them into dark and evil things. This
can be seen in the poster as they
have turned clowns and balloons into
dark evil things. This can be seen
where both clowns and balloons now
have negative connotations after
watching this trailer and looking at
the poster.

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ANALYSING THRILLER CINEMATOGRAPHY

  • 2.
  • 3. Within this scene we can see two characters hugging each other after the old brother made the younger brother a paper boat. From looking at mise en scene the scene uses quite dark lighting with low key lighting. This portrays that it could be foreshadowing something and is leading up to something bad. Overall a general happy mood is created from the facial expressions shown in the close up and from the hug between the two characters. The hug also portrays that the two characters know each other well and are related. Within editing this scene has used continuity editing to make the scene smooth and look natural. It also uses fairly long edits which create s intensity and connotes The camerawork within this scene uses at first a mid shot and then turns into this close up which we can see in the shot. This portrays the relationship between the two characters as it shows there facial expressions and how much they like each other and how grateful the younger brother is for his gift. We can see that the sound that has been used is non diegetic piano music which is used to build up tension and suspense and also foreshadows that it is building up to something. There is also use of diegetic dialogue within this scene showing that the two characters know each other and have a relationship. The younger brother also says "thanks willy" indicating he is grateful and that he knows hi, from using his name
  • 4. Within this clip we can see the boys paper boat running away and eventually falling down a drain. Within mise en scene in this show we can see that the weather portrays a dark and sinister mood as well as the general low key lighting used to make the day look dark and gloomy. We can see the little brother running after his boat wearing a yellow rain jacket and wellies. The color yellow indicates joyfulness and happiness which is typical of youths. He is also wearing this clothing due to the heavy rain. Editing within this scene uses continuity and uses long edits to create a tense and dark mood. For sound the continuation of the non diegetic piano music is still going on and still building up tension. We can also hear diegetic thunder portraying evil and is a common convention of this genre of movies. The piano music continues until it is built up to a thud of where the little boys smacks his head and the music is cut abruptly. The non diegetic music is then brought back and builds up more tension and suspense very quickly by being fairly fast which is then cut out once the boat falls down the drain. From the diegetic dialogue used we can hear he is clearly upset and angry from his boat going down the drain as he shouts " noooo!". For camerawork this shot uses a closeup so that we can see that little boys feet running towards the boat as well as we can see it falling
  • 5. Click to add text This scene for mise en scene we can see dark low key lighting used in the drain as it is pitch black. It highlights a clowns face in the darkness. From this the audience will be scared and can understand the genre of the movie from this. The boy is clearly shocked from seeing this clown as he jumps back and his facial expression is very shocked. Within editing for this shot we can see very long edits when the boy is looking down the drain to try and find his boat. This builds up a lot of tension and suspense as we are waiting to see what happens. The clown then pops up and the editing speeds up again to show the fear element. For camerawork it uses both a over the shoulder shot as well as a close up. The over the shoulder shot gives us a perspective of what the boy can see so that we react in the same way to he does when something appears. The closeup is used similarly so that we can in turn see the reaction of the boy to what has just happened. Within sound for this clip we can hear non diegetic music which builds up very fast and then cuts out once the boat has fallen down the drain. A clown then pops up within this shot and a loud bang followed by high pitch ringing is used. This is used to create fear within the audience as well as indicate the genre to the audience. This indicates it is a thriller/horror as the scene
  • 6. In this scene it uses a long shot were we can see a boy turn around to see a balloon moving by itself. The camera movement includes a slight tracking towards the left as it follows the balloon. The long shot has been used so that the audience can see the boy as well as seeing what he is looking at. For mise en scene within this shot we can see from the props and the setting that this is in a library. From the costume of the boy we can tell he is a normal typical boy as he is wearing general boys clothing. The lighting used within this scene is fairly dull but is still more high key than low key portraying it is a Editing in this shot uses one long continuous shot using continuity as well and no cutting between shots. From this it creates intensity and makes the audience remember the balloon as it is iconic within the movie. For sound in this scene we can hear a voiceover Saying "kids are worse. Way way worse". This compliments the visuals which the audience can see as it is by saying that kids go missing a lot and we see a kid. We can also hear non diegetic sounds which starts off with a bang and then echoes and turns into an almost whispering sound. This creates a fear element within the audience and portrays the thriller/ horror genre once again as it sounds
  • 7. Within this scene it appears to be a happy joyful day. This is portrayed through the mise en scene. We can see that high key lighting has been used in this shot to portray a happy sunny day. From the setting it is shown to be on a street where we can see a group of boys on bikes, which is a typical thing for young boys to do. The majority of colours used within this scene are bright which connotes happiness and youthfulness. For camerawork we can see that a low shot has been used which is slightly looking up at the group of boys. This could portray that they are the protagonists of this movie as this shot shows power and For editing within this shot we can see that montage editing has been used to show different clips at the same time and to create a basic feel of the town, so that the audience can understand what the town is like overall. The scene also uses quick editing so that it portrays action and that something bad is going on. For sound within this clip we can hear non diegetic music in the background which is continuous. The music is quite deep portraying to the audience that something bad might happen. We can also hear a voiceover from one of the characters in this clip explaining that something bad is going on in the town as well as creating a clear narrative
  • 8. For camerawork within this scene we can see that a long shot of the house has been used. From this we can see the whole house and it surroundings so that the audience can understand why the children are scared of it. The camera angle is fairly low and slightly titled up looking at the house, this makes it look powerful and scary. The camera movement uses a tracking moving forward towards the house to make the audience feel as if they are going into the house and from that fear is created. For sound within this shot we can hear non diegetic ringing sound with a thumping kind of sound at the same time. This Within mise en scene in this clip we can only see the house. From looking at the house it looks scary and makes the audience feel scared. This is because the house looks very run down and derelict. Negative connotations come from derelict and abandoned house and is often a common convention within thriller/horror movies. The editing that has been used in this scene uses a long edit of the house before it cuts to a close up of a shocked facial expression. from the long edit this creates intensity and makes the audience fear the house.
  • 9. Within camerawork for this shot in which we can see on the right it uses a closeup where we can see a balloon covering the front of a clown face. From this close up shot it creates fear within the audience as well as mystery. This is because we can only slightly see the clowns face and creates a mystery which is a common convention of horror/ thriller movies. Within mise en scene in this clip we can see the balloon used again as an iconic prop within this movie. For the audience the balloon now has negative connotations as it is related to this evil clown in which we can see partially here. Low key lighting has been used here similarly in the background to make the Editing in this shot uses fairly short editing and cuts from one scene of a boy and transitions into this shot of the clown which we can only see for a few seconds. From this quick editing it creates a mystery and fear as it cuts away form the clowns face quickly so we cant see him. This creates a mystery for the audience as they don’t know what the clown looks like properly. From looking at sound in this clip we can hear non diegetic whistling kind of sound which turns into a thud after the clip of the clown is finished. After that it turns to silence. From listening to the background sound the whistling sounds fairly demonic
  • 10. The mise en scene used in this shot uses very low key lighting. This portrays darkness and evil and is a contradiction to the high key blighting shot we saw earlier of the same boy. This indicates to the audience that the boy has now turned from good to sinister and evil and he has changed. The sound within this clip starts off with silence and the diegetic dialogue of the little boy talking. As he starts talking non diegetic music is in the background starts off and is getting louder and faster implying that it is building up tension creating fear. The boy then starts shouting as the music is really built up implying he is demonic and evil. For camerawork within this scene it uses shot reverse shot a lot to see the conversation between the boys and then uses a close up of the younger brother and tracking moving forwards towards him getting closer and closer. This creates fear for the audience as we can see the boys expression and are scared because of this. Within editing this scene uses fast edits to create action and fear within the audience and then uses one long edit of the boys face to create intensity of the situation.
  • 11. We can see that in the previous scene it is very loud and built up and when it gets to this shot of the title of the film the noise stops and the audience can almost hear a echo of the loudness. This has been done to create an effect and so that the audience can read the title of the film without being too distracted from any loud noises. Text graphics within this clip has been used effectively as it has used the title of the film and been situated in the middle of the page. This is effective as the audience can see clearly the name of the film so they remember it. The colour in which have been used are red and black for the background. The connotations of the colour red are evil, danger and blood which portrays the genre of the film to the audience once
  • 12. • THE SEQUENCE IS OVERALL 2MINUTES AND 32 SECONDS. THIS IS ON AVERAGE IS FAIRLY LONG FOR A TEASER TRAILER AND IS MORE SIMILAR TO A FULL THEATRICAL TRAILER BECAUSE OF THIS. • FROM WATCHING THE TRAILER THE GENRE OF THE FILM IS CLEARLY PORTRAYED AS BEING A HORROR/ THRILLER WHICH WAS DISCUSSED IN THE PREVIOUS SLIDES. • THE TRAILER LEAVES THE AUDIENCE WITH MANY QUESTIONS AND ENIGMAS WHICH ARE LEFT UNANSWERED. MANY OF THE QUESTIONS IN WHICH THE AUDIENCE MIGHT BE WONDERING COULD BE COULD BE WHAT HAPPENS TO THE LITTLE BOY AS WELL AS THE OLDER BROTHER. THEY COULD ALSO BE WONDERING WHAT DOES THE CLOWN LOOK LIKE AS THE MAJORITY OF THE TRAILER HIS FACE IS COVERED CREATING AN ENIGMA FOR THE AUDIENCE. • THE UNIQUE SELLING POINT WOULD PROBABLY BE THAT THIS IS A MODERN CLOWN FILM AND THERE AREN'T MANY MODERN CLOWN FILMS. THE USP COULD ALSO BE THAT CLOWNS ARE TYPICALLY PERCEIVED AS BEING HAPPY AND THIS HAS CHANGED THE PERCEPTION OF THEM AS THEY ARE SEEN AS EVIL WITHIN THIS MOVIE AND TRAILER. • I THINK THAT THE TARGET AUDIENCE BEING ADDRESSED WOULD BE BOTH BOYS AND GIRLS AS BOTH GENDERS ENJOY HORROR FILMS AND BEING SCARED. I THINK THAT THE AGE RANG WOULD BE 15-30. THIS IS BECAUSE THE MOVIE IS SCARY AND MIGHT HAVE TO MUCH SCARY SCENES FOR ANY YOUNGER THAN 15 TO HANDLE. • I THINK THAT AFTER WATCHUNG THIS TRAILER AND ANALYZING IT WE CAN TAKE MANY THINGS FROM IT TO APPLY TO OUR OWN TEASER TRAILER. SOME POINTS IN WHICH WE MOST LIKELY WILL TRY AND REPLICATE COULD BE THE NON DIEGETIC SOUNDS AND MUSIC WHICH WAS USED TO CREATE FEAR WITHIN THE AUDIENCE.
  • 13. Poster analysis Title Tagline "you'll float too" Image Within mise en scene we can see that low key lighting has been used similarly to the trailer to portray the genre of the film being, thriller/ horror. We can also see that similar props and costumes have been sued from the trailer including that balloon and the yellow rain jacket. The balloon has been used to cover the clowns face once again to create an enigma for the audience. For a micro feature being camerawork we can see a long shot used within camera shots where we can see a clown giving a balloon to a young child. The camera shot has been used so that the audience can see both characters within this shot. This camera shot has been used to allow the audience to see what is going on and understand that this is a horror movie from the mise en scene as typically a child getting a balloon I believe that overall the marketing team have made an effective poster. I believe that they are trying to attract an audience by applying the usp to the poster and similar trailer. I think that the main usp for the film is that they are using typically positive happy children's things and turning them into dark and evil things. This can be seen in the poster as they have turned clowns and balloons into dark evil things. This can be seen where both clowns and balloons now have negative connotations after watching this trailer and looking at the poster.