The document discusses how the media product, a horror movie trailer, both conforms to and challenges conventions of the genre. It follows conventions like using a mix of dark and light scenes to convey mood, fast cuts to show action, and displaying the production label and release date. However, it challenges conventions by focusing on the story of the killer rather than victims, and portraying the killer in a vulnerable way to elicit sympathy from viewers, aspects not commonly seen in horror trailers.