2. Index
S What is a trailer?
S What is the purpose of a trailer?
S What is included in a trailer?
S What is the structure of a trailer?
S Trailer conventions
S MPAA rating car
S The MPAA
S What about british trailers?
S Production logos
4. What is the Purpose of a
Trailer?
A trailer is used to advertise a film,
portraying it as a high-quality film that
will be enjoyed by many. Trailers are
supposed to persuade a specific target
audience to watch the film – and
spend money to do so - upon its
release so that the money spent on the
film can be made back (with profit).
Clips from the film are shown, or special footage is shot, so a
viewer can find out what the film is about without too much being
given away.
5. What is Included in a
Trailer?
The best bits of the
films are often used –
as long as they don’t
give too much away to
the audience. As the
purpose is to attract
people to watch the
full film, some mystery
is often employed as a
technique.
Sometimes
specially shot
footage will be
used instead,
though not often
– to make the film
appear even
more appealing.
It could be
argued that this is
not a fair way of
advertising the
film.
6. What is the Structure of a
Trailer?
There are three main components to
most film trailers. The first sets the
tone of the film, showing clips that
build a clear view of the story in the
audiences mind. The second part of
the trailer shows the most dramatic
and significant moments of the film
to attempt to attract the audience.
Finally, the film often brings in a
piece of the films soundtrack that is
the most recognisable and/or fitting
while showing off the cast members
that could bring in audience
members.
7. Trailer Conventions
One convention of film trailers is a voice-over. Sometimes the voice-over may be
recorded especially for the trailer, but most often the voice-over is a sound layer of
dialogue and voice-over from the film content. It is a very useful format of trailers that
can give insight into the character of the film, and the film content. Voice-overs can
work well to attract an audience to the film and to clearly convey the genre and
narrative of the film.
Rating cards are a convention of film trailers made in the US. The rating card shows
how the film fits in with the Moving Picture Association of America’s standards, telling
an audience the suitability of the trailer for certain ages and people. Green rating
cards are shown to appropriate audiences in theatres fitting to the standard of the film
they are seeing in the film theatre. They used to be appropriate for all ages until 2009.
However, red rating cards are used to show that the audience of the trailer is restricted
to a more mature audience. These trailers are not appropriate for young audiences
due to profanity, nudity, violence or any other inappropriate content within the trailer.
9. The MPAA
The Motion Picture Association of America
is a trade association that represents six
US major motion picture studios, serving
as the supporter of the American film,
home video, and television industries.
The six members of the Motion Picture
Association of America are;
• Sony Pictures Entertainment Inc
• Universal City Studios LLC
• Warner Bros. Entertainment Inc
• Twentieth Century Fox Film Corporation
• Paramount Pictures Corporation
• Walt Disney Studios Motion Pictures
10. What about British
Trailers?
British films have their own rating system and organisation responsible for this
system- the BBFC. The British Board of Film Classification are non-governmental,
funded by the film industry and accountable for the censorship and rating of films.
The current rating categories of British film are: U (universal), PG (parental
guidance), 12A (under 12’s must be accompanied by an adult), 12, 15, 18 and R18
(can only be shown in specialist cinemas and sold in specialist shops).
an example of a rating card in Britain (12A)
11. Production Logos
Production logos, sometimes called vanity cards, are made by different motion
picture studios and production companies to brand a film trailer and show it as their
product. This is a feature of a trailer as it can help in promoting the film as some
studios may be famously affiliated with films that appeal to their audience. There
are some particularly famous production logos such as Universal Studios Inc. and
Walt Disney Pictures. When featuring in film trailers the production logos often use
motion and sound to add to the trailer’s appearance and effect.
