1. In what ways does your
media product use, develop
or challenge forms and
conventions of real media
products?
2. From the beginning to the end of our
project, a great deal of thought has
gone into the area of researching
existing movie promotion packages, in
order to pick up on forms and
conventions to use in our own work.
It is through this that we have
managed to each produce our own
advertising products that are
similarly effective in their aim: to
persuade potential audience members
to view our feature film.
4. One key convention seen within our
work in general is the effective use
of synergy. This idea stemmed from
our research into existing products,
which utilise this technique in order
to increase the advertisement
effectiveness.
5. Through my own range of products,
I have made use of this theory to
achieve the same effect, pulling
together key themes from each
product to help create a shared
identity.
6. A second way in which we as a group
have made use of real media
conventions is by following the idea
set out by Todorov. The first few
stages found in his narrative theory
(equilibrium, disruption to
equilibrium, recognition of
disruption) are typically portrayed
in normal movie trailers. In our
trailer, this basis is followed, with
the trailer coming to a close part
way through the storyline (before a
new equilibrium is reached).
7. The use of POV type shots has
been a staple in a number of
successful horror films. We
aimed to make proficient use
of this form of filming in
our movie trailer, to create
the immersive experience made
by similar use in existing
media.
8. Additional media
conventions were used
in both of the
ancillary tasks, first
off in my own magazine
cover. I have made use
of a number of aspects
typically found on
real products -
masthead, central
character mid-shot
image, barcode and
magazine
information, main
article promotion
title, cover line
detailing the main
selling point etc.
9. Secondly in my movie
poster: main image,
bold title as main
text, film star-
rating reviews, wide
title character
spacing, credit
information,
production company
logos and release
date: all of which
contributed to sure-
fire high quality
products with a
professional visual
outcome.
11. Following on from a previous point,
our trailer differs from others
making use of the narrative theory in
that in our case, the viewer is made
aware of the disruption – as we are
first shown a glimpse of the threat
mid way through – before any of the
characters in the film. In doing
this, the audience at that moment
builds a sense of fear in predicting
what will occur when the threat is
picked up on by those on screen when
their paths do cross at a later
point.
12. Our main inspiration for our film idea was the
1999 movie: ‘The Blair Witch Project’. In
this, all footage is viewed via POV camera
shots, an idea which we picked up on to use in
our film. Taking things a step further
however, our film does include the occasional
shot from perspectives other than of those
seen in the film. Developing this technique
and adding our own elements helped separate
our movie from that we used as a basis, and
offered a more diverse selection of shot types
to keep things refreshing.
13. Despite the conventional use of a pace
increase towards the climax of our trailer
in order to create a greater sense of
tension, our trailer features an
abnormally lengthy slow pace section at
it’s tail end. The eerily paced section
was included to return the trailer to a
more sinister, calm nature which is what
is trying to be promoted as the film’s
main source of horror. Having this
inclusion, we felt, would reinforce this
point as the trailer comes to a close,
instead of ending on a quickly edited
montage which may leave viewers with an
undesired expectation of high pace.
15. In contrast to the theory put forward by
Propp relating to character identities
within a movie, we decided largely not to
focus our efforts on exploring this idea.
Typically, movie trailers themselves often
root several of the key characters and
their roles in the film within the
audience’s mind. As a group, we discussed
this idea, and thought the development of
strong individual character identities
would not add to the effectiveness of the
piece. Doing this heightened the down to
earth, raw footage sense of the storyline,
making the film’s concept as a whole more
believable.
16. Finally, the music that was produced to run
alongside the trailer in some ways goes against what
is typically heard in this genre of movie trailer. I
wanted to challenge the use of the multiple track
approach used when there are contrasting moods
within a trailer, instead opting to create one
standalone track that altered to the feel and pace
of on-screen events. The result of this is what I
believe to be a better flow throughout the
trailer, as one track is being used both for the
carefree nature of the first half, and darker pace
of the second. This is another instance in which we
chose to use our own techniques to improve our
product.
17. Overall, our final products were
derived more from following real
media conventions than challenging
them. This was to ensure that we
could confidently produce a similar
advertising campaign to those already
out there, which we knew to be highly
effective. However, in some cases we
chose to differ our approach to what
is considered the norm, helping our
product to stand out and offer the
market something new in order to
further gain public attention.
