The document analyzes the teaser trailer for the movie Cloverfield. It identifies several conventions used in the trailer to entice audiences and create meaning and mystery. These include using shaky, amateur camerawork to depict a documentary style; establishing normalcy at a party before disrupting it with an earthquake; using tense music and black screens to build tension; and showing glimpses of destruction in New York without revealing the full plot to maintain an enigma. The overall effect is to draw audiences in with a sense of shared experience with the characters and intrigue over what danger they will face.

1. Cloverfield
• Outcomes- To have identified
conventions in the trailer
cloverfield.
• To identify how these choices
create meaning, enigmas and
are a selling point to the
audiences
• STARTER: in groups, recap
the conventions trailers.

2. Cloverfield
• http://www.youtube.com/watch
?v=IvNkGm8mxiM
• Consider how this trailer works
to entice the audience.

3. Cloverfield teaser trailer analysis
Edited institutional logo –
make it look like its either on
a TV screen or a camcorder
– shaky – disrupts the
normality of the situation
which creates an enigma for
the audience
Bad robot is an independent
institution where it may
change the people’s view of
the movie – having a low
budget can affect the film’s
quality/ its storyline
Establishing shots of the party
suggests equilibrium before the
camera zooms in onto the
person in the show below giving
the implication that he is one of
the main characters.
Camcorder zooms in again onto
the man which can suggest that
he is one of the main
characters of the movie.
Although, the camera does not
place him in the centre of the
frame to show this, but then
again, the camera man is an
amateur. This could connote
that he is someone who has to
become a hero as the film
progresses.

4. The point of equilibrium
last for about 40 seconds
in the trailer. The use of
this technique enables
its audience to feel
sympathy for the
characters as their sense
of good vibes has been
disrupted.
The camera man is
filming these different
characters from the
movie itself which imply
to the audience that
.
these characters have
important roles in the
movie.
The disruption of the
equilibrium started from
this scene. This started
when an earthquake
occurred during the scene
while the lights switched
on and off. This lasted for
3 seconds to emphasise
the intensity of the
situation.

5. The use of a black screen
after the disruption helps
grow the tension to its
audience. This also reflects
the danger to its characters
showing that there is a little
chance for their survival.
The fact that this woman is
captured giving us a direct
mode of address draws its
audience in to the film
making them feel as if they
are part of the situation.
The scene where the people
were gathering around the
TV listening to the news
report connotes the idea of
their realisation that a
disruption has occurred.
Here is another example of
this. People are starting to
wonder what really is
happening. It also shows
us a little sneak peek of
where they are – New York.

6. The idea of showing us the
view of New York city
symbolises the distraction
and chaos that is going to
happen. New York is usually
the main place used for
movies with the genres of
action and sci-fi.
Zooming in on the
explosion in a very fast
pace connotes the
characters’ fear of the
situation.
From the occurrence of
the explosion to these
flying balls of fire, this
also shows the
realisation of the
disruption of equilibrium.
The idea of shaking the
camera connotes the
idea of realism; a
documentary. It also
shows disruption to
their previously safe
world.

7. The use of a canted
camera angle while falling
over suggests that the
camera man is also one of
the main characters who is
part of the same situation
others are experiencing.
The use of this technique
places its audience in the
same situation giving them
the mutual feeling the
characters are having.
The red undertone in
this scene connotes the
sense of danger and
panic.
Capturing the head of the
‘Statue of Liberty’ reflects
the loss of freedom in New
York city and also the little
chance of the character’s
survival.

8. The use of inter-titles has
been edited to fit in the
genre of the movie; shaky,
broken camera; sci-fi. This
connotes the distraction
that happens in the movie
which also represents the
plot of the movie.
They have also shown the
same producer of the films;
Star Trek, Super 8, Mission
impossible etc. which can
attract the same fan bases.
This part of the trailer is
quite ironic as it was
captured before the chaos
started which is then shown
in the end. This can be used
to provoke the excitement of
the audience which enables
them to watch the movie.
The inter-title showing the
release date of the movie
has been shown but not the
title. This creates a sense of
confusion to its audience as
they don’t know what the
film is going to be about;
enigma.