The trailer for I Am Legend uses dark colors and a slow, sober beginning to signify that the film is serious and action-oriented. It then speeds up to convey danger, using quick edits that gradually unfold shots of events in the film. The trailer shocks viewers by showing the destruction of landmarks and uses the taglines "IN 2012" and "ALL HUMAN LIFE HAS ENDED" to involve audiences and make them wonder if the world will really end. Will Smith's voiceover and the suspenseful music also entice viewers throughout. The trailer ends by emphasizing Will Smith is the "legend" and star of the film.