2. Why is it important for a trailer to show us the
genre and how is this established?
When an audience go to the cinema and see a collection of trailers
feeds them information about the film, who the main stars are, the
narrative, and what type of genre it is. The genre is what the
audience “decode” from watching it themselves, this involves
seeing celebrities that are commonly known for their continuously
appearance in a specific genre eg: jack black in comical films, this is
backed up with the bright lighting, the friendly atmosphere and
bright visual colours, these are all examples of conventions that are
thought about depending on what genre the film is. Genre is an
important key in film marketing as it targets certain audiences, for
example: if a person prefers horror films then they will
automatically be interested in a trailer about horror. However
sometimes a genre isn’t clear from the beginning of the trailer as a
film will be a hybrid of one of more different genres combined
together this makes the audience want to see what happens if the
film has a certain twist.
3. How does the trailer show that a film is worth
going to see?
Films need to stand out and be unique from one another, especially if
they are realised at the same time and are targeting the same
audience and consist of the same genre then the marketing
campaign have to compete with their rivals for the target
audience, this is why a unique selling point is majorly advertised in
the marketing campaign. A thing that is commonly used to make
each trailer different is a unique selling point, this could a unique
twist, a character playing a role they are not famous for, and the
use of special effects or the narrative varies. Common conventions
also help indicate to the audience why a film is worth going to
see, if the actors are well known, if there is a lot of action, lots of
blood and drama and if the sub genre appeals to the audience.
4. What types of trailers are there?
A distribution company have the power to decide how many trailers are
released of a certain film depending on if the film itself it’s a big production
with a substantial budget for marketing. To gain the interest of the audience,
a “teaser” trailer is made and is realised online or played at the cinema in the
early stages of the promotional campaign. A teaser trailer is shorter than the
actual trailer; this is suggested in the name “teaser” and is done to leave the
audience wanting more. The distribution company tries to reach the target
audience in many ways, after a “teaser” trailer is viewed people begin to tell
their friends and family, thus creating a word of mouth campaign as news of
the trailer is spread via mouth, phone, social networking and other media
platforms. This is a very popular approach used by the distribution company
as it a immensely cheap as they themselves are not wasting time and money
as the audience are the ones spreading the information not knowing
subconsciously what they are doing. Once a buzz is created due to the effect
of the teaser trailer, an full length clip of the trailer is released in cinemas
three to four weeks before the film is due to be released. Trailers are also
shown on TV and are known as “TV Spots”, however air time is very
expensive therefore not a lot is shown, but enough to engage the audience.
6. How are trailers chosen to preview before
certain films:
Trailers that preview the main film are shown in cinemas; however
certain trailers are shown to a certain audience. The exhibitor
(cinema manager) uses their marketing knowledge to target a
certain audience and select trailers which are aimed at the same
target audience of that of the main film. For example: if the
audience come to watch a comedy film, then the exhibitor shows
other comedy trailers, making the audience want to come back
again, this process is repeated continuously until a regular audience
is established. Classifications are also taken in consideration when
showing trailers, some film have certain age restrictions, therefore a
trailer for a 15 certificate film will not be played before a PG film is
shown as language and scenes maybe inappropriate for the younger
audience. However the cinema manager is aware that adults
accompany the younger audience, therefore films that have a
certain age restriction are edited to make them suitable or the
younger audience as it is indirectly appealing to the adults, making
them want to come back alone to see the film.
7. Location:
As times have now evolved, there are different ways in which trailers can
be viewed, the internet is a new found tool in film marketing. Different
forms of media platforms allow trailers to be viewed, web 2.0 and
websites such as apple movie trailers and official websites for film titles
show trailers, however this trailers are cut and edited to make them
suitable for a general audience this is done because age restrictions can be
very difficult to enforce online in comparison to the cinema. The same film
can have different trailers with different names and edited in many
different ways as different audiences can view it, media platforms such as
social networking allow users to engage and create interest in the trailer
as comments can be shared, the more good reviews, the more people will
want to see it, therefore creating more money.
http://trailers.apple.com/trailers/
www.youtube.com
www.traileraddict.com
8. What are the features of a trailer?
Trailers are viewed everywhere, however they are not “mini
films”, trailers have a genre of their own and have stereotypical
conventions that follow. Trailers consist of a selection f various
shots from the film, since the purpose of the trailer is to attract an
audience; these chosen shots are usually drawn from the most
exciting parts of the film and are designed to capture the attention
of the audience for a limited amount of minutes. They create a
certain mood and enigma, creating interest and anticipation of
what the film is about. In a trailer important facts are given, some
information about the plot, characters within in the film and the
subgenre. Trailers follow a certain structure, the information and
scenes are often fast moving with a lot of footage which requires
our attention, creating roller coaster effect as tension builds up and
then drops and the trailer finishes.
9. Conventions:
• “best bits” are highlighted
• Showcases the stars
• Visual images are not shown for long
• Conversations between characters=one liners
• Dramatic camera angels
• Action interrupted by credits
• Voiceovers to tell the story and give more information
• Title may not appear until the end
• Trailer builds up to the climax where it ends
10. Camera shots/angles used in trailers
• Close up – show emotions
• Establishing shot – set scene
• Low angle shot – shows dominance
• High angle – looking down on subject
• Tilt – show distortion
• Pan – shows surrounding
• Hand held – show user generated film
These are the common camera shot/angles that are used in trailers as it
allows the audience to understand what genre the trailer is, lots are
low angel shots are used to showing a person holding a knife, this
portrays a horror trailer. Camera angles can also draw the audience
in, if close up shots are shown trailers it allows the audience to see
the facial expressions and determine whether the film itself is worth
seeing if the trailer manages to connect with the audience.
