conventions of trailers, posters and magazines

1. Conventions of Horror Trailers, Film
Posters and Film Magazines
In relation to existing media texts

2. Film Posters - Conventions
Film posters are one of the main elements of promotion when promoting a new and upcoming film.
They draw in the audience by using conventional features and horror iconography which helps to
create an enigma code. Franchise films such as Saw use a symbiotic link in in order to encapsulate
existing fans of the film. Film posters mostly follow a conventional structure which helps the audience
to identify the sub genre. Teaser posters are equally as important as the film poster when marketing
the film; they attract attention and build anticipation for the movie and give the audience an insight
into the narrative, they also include minimal pieces of text such as a tagline or date, this helps to build
a symbiotic link between each media piece.
Colours such as red, black and grey are commonly featured on posters. Red is a more predominant
colour than the others and therefore connotes aspects such as blood, danger and action. The dull
colours may be associated with loneliness and fear, possibly representing some of the characters in
the film. The characters who typically feature on the horror poster are usually either the protagonist
or antagonist, the posters do not give away too much information about the narrative but based on
facial expressions and clothing the audience can determine who the hero/villain is. Light coloured
clothing can indicate purity and innocence, usually shown on the protagonist whereas an antagonist
will be wearing dark colours relating to their personality.

3. The background of the poster is usually very dark, this is done so the audience are not able to clearly establish where the film is set,
this creates even more of an enigma as the audience are searching for clues about the narrative. Masks and other pieces of horror
iconography make the poster iconic in some way, for example on the poster for ‘Scream’ the mask in featured, this has now become
an iconic image which allows the audience to identify what the film is based on a mask. By using a dark background the main image
stands out to a further extent, this portrays the significance of the image.
Extreme close ups of characters, especially their eyes create and unnatural and eerie look, as the colours are manipulated to reflect
the mood, there is usually an insight into whether or not this character is good or bad. Villains generally have their eyes covered or
blacked out, eyes are meant to be ‘the windows to the soul’, so this portrays how the villains have no soul. The eyes of the victims are
usually brighter and widened emphasising the emotion of fear. The close zoom and crop only allows the audience to gain a small
sense of the narrative, making the poster encapsulate them more.

4. Film Trailers - Conventions
For a trailer to attract the attention of their target
audience they need to include a unique selling point,
this will make the film stand out from the rest. There
is a general conventional guideline to follow when
creating a horror movie trailer, even the speed of
the editing and music is conventionally placed or
edited in. Most trailers from the horror genre,
supernatural sub-genres especially begin with long
camera shots and minimal camera movement, this is
when the equilibrium is at first being established.
Once the trailer is mid way through shots may
become shorter and quick cuts will be used to
increase tension and create suspense; accompanied
by music the audience will feel scared and drawn in
as they want to find out how the problem is resolved.
Trailers are able to entice an audience to
watch the film. Attention is drawn to a new
film through the use of promotional
methods such as trailers and posters. A
horror film should be partially realistic and
therefore should begin with an equilibrium
which will then be disrupted by an evil
source. To increase tension, a conventional
trailer should incorporate a hook or
cliffhanger; for example trailers for a
slasher movie may create an enigma code
based on the mystery of who the killer will
be, this entices the audience and makes
them believe that the killer will not be
found.

5. Directors do not tend to use very famous actors in horror movies as people may associate
them with other movies that they have seen them in from a completely different genre, and
not be able to see them playing that role. A sense of fear is lost and the footage seems more
realistic if the characters are played by people who are not as well known. A sting is generally
used just after the title of the film, it consists of one or a couple of shots, included in order to
frighten to audience into watching the film. Diverse camera shots give the illusion that the
narrative is real life; since some horror have taken a real life situation and adapted it for a film,
the audience will believe that what they are watching is real, and the diversity of camera shots
is able to reflect some of the ‘real life happenings’.
Some of the more simplistic yet effective conventions incorporate mise en scene elements;
isolated locations are stereotypically used throughout the horror genre contributing to the
idea of a ‘haunted house’. Claude Levi Strauss’ theory based on binary opposites is evident in
horror trailers, there is almost always good vs evil or male vs female represented, abiding by
this theory. People of authority such as a policeman or a priest usually have some interference
with the source of evil, this is conventional of a trailer to feature this as the audience can
determine how the problem may be solved.

6. The protagonist who is first introduced in a trailer is usually the one to survive,
conventionally death, blood and high pitched screaming is common throughout the
trailer. Other elements of horror iconography involve knifes and other weapons including
the iconic murder weapon used by who/whatever the killer is. Jumpscares are almost
always used accompanied by intense music. Dramatic pauses, usually lasting a few
seconds will be edited in, followed by complete silence or the sounds of characters
breathing, after the suspense has been created there will be a sudden sighting of a
ghost/spirit. Colours are used to emphasise the mood and feel of the narrative. There is a
heavy use of red, black and grey, depicting the frightening feel of the movie. The actual
lighting is low key and as only the best parts of the film are shown to entice an audience
the most frightening scenes shown are generally dimly lit which portrays the nature of the
trailer.

7. Magazine Cover
- Conventions
Magazine covers can be an effective
promotional method for new and upcoming
movies. They publicise the film and provide
the audience with an insight into
information about films, actors and events
related to film. Total Film and Empire are
some of the most popular film magazines, if
a film is to feature in one of these
magazines it must be of a high rating and
worth watching. Conventional layouts
include a masthead presented at the top of
the front cover, in a bold font, evidently
being the title of the magazine. The main
image takes up the entire frame, allowing it
to stand out. If the image was small it
would not be as effective.
A main sell line is used to coincide with the main image,
this further entices the audience as they can determine a
slink between the main image and features inside the
magazine. Additional sell lines are placed usually to the
left and right of the image, including information about
what is inside. Smaller images are placed on the front
cover to match with the content inside the magazine.
Barcodes and price tags are also conventionally placed,
generally in the bottom right hand corner, as it is the last
thing that is relevant and therefore out the way of the
audience's initial view of the front cover.