The trailer for The Descent focuses on the action-packed scenes and avoids slower parts to generate interest. It introduces the main characters but does not follow the actual plot timeline. Graphics and quotes from reviews are spliced between shots to build intrigue. As it progresses, the faster editing increases the viewer's heart rate and sense of urgency to watch the film. The trailer can be accessed online or before other movies. Posters display images like the cast forming a skull or a protagonist in blood, and are sold to fans but not widely displayed. The original billboard symbolized facing fears in darkness with a lit protagonist, tapping into common phobias to attract horror fans. It was later changed out of respect after a referenced

1. Marketing
Trailer:
The trailer of the Descent (which can be found through this link
https://www.youtube.com/watch?v=WhZj0Q9rq9E) has been edited in such a way
which avoids the more boring parts, focusing more on the action packed parts as to
interest audiences. It begins with a slight introduction showing how they get to the
location and who the main cast are, when in fact the movie does not begin in this
matter but instead with the backstory and reasoning to why they set out. Throughout
the rest of the trailer, there are a variety of transmissions which links one shot to the
other, most of which usually contain graphics such as quotes from reviews
exclaiming it is ‘the best horror-thriller since ALIEN’ or words which refer to the
stages of being trapped in the dark (claustrophobia, fear etc). Many of the shots are
also chosen due to what is within it, like special quotes from the characters
exclaiming that sooner or later their lights will go out, which is also used as a form to
demonstrate what the main antagonists are. Finally, as
the trailer progresses, the editing gets much faster than
how it started, increasing the pace of the viewer’s heart
rate and providing a slight sense of urgency which in
turn intrigues the audience to watch the movie for
themselves, and this is supported by the choice of
shots since they include a lot of action and panic
movements. This form of promotion is accessible
through a range of media, from accessing it through the
Internet on Youtube or actual reviewer websites or
watching it before a movie at the cinemas, which
means the cost of watching depends on the method
used.
Poster:
Posters are not very commonly seen in public areas,
unless it is posted outside of a location that is screening
it. For this reason, this method is not used as a main form of advertisement; instead it
could be sold to fans as decorations for their own houses. Various posters of the
Descent actually show various images, such as all members of the cast forming a
skull or the main protagonist in a pool of blood (as shown on the image to the right).
Hence, they serve as a way to show off what various reviewers have stated about
their film or as a last effort to attract potential audiences. The pricing for this also
varies, as it can be observed for free in public or it can be purchased for personal
viewing or collection.
Billboard:
The movie’s original billboard is done in a way
which relates to the whole storyline of the
movie, where the protagonists will have to
‘face their fear’ as is shown throughout.
Likewise with the quote, the entire billboard
picture is covered in darkness with the only lit
up part being the protagonist with light from a
crack shining on her face, serving as
symbolism which gets the audience
wondering whether there is hope for the
character or whether she is doomed to
wonder the darkness. It seems to be successful in attracting horror movie fans as it

2. touches upon a common fear that majority of people have, that being the darkness,
making it better for them as they watch somebody else suffering from that fear
alongside claustrophobia. The pricing for this is much more different to the other
forms of publicity, as there is no real pricing for viewing it since it is mostly placed in
an area where it is visible by drivers or people waling past. The only pricing which
would be put into place would be the amount of money producers would have to pay
to have their movie publicised on billboards.
Campaign Change:
The movie went through a campaign change during its publicity, which eventually
caused the main picture for the billboard/poster to change from what it originally was.
During the London Bombings, which took place, the bus that was attacked had an
advertisement of the Descent with the original billboard, showing a woman trapped
underground, where the underground was also attacked during the bombings. Due to
this, producers decided to change their main image out of respect for the victims of
the bombings, into the cast posed to form a skull.
Website:
The official website of the Descent
has a variety of options which
visitors are able to access, from
the synopsis of the movie to the
messageboards. This also serves
as publicity as it provides an
option for visitors to purchase
DVD’s or other downloads.
Alongside with the publicity it
provides, the graphics utilised to
make sections move and look
alive, making it enjoyable to look
at whilst improving the overall look
of the site.