This document provides guidelines for creating effective horror movie trailers. It recommends using low key lighting to imply disruption without revealing too much of the plot. It also suggests using music that matches the horror genre or more ambiguous music to hint at horror. Trailers should provide some information about the plot to generate interest without revealing too much. Jump scares at the end are effective for leaving audiences in suspense. The antagonist should not be directly shown to maintain mystery. Editing techniques like switching between linear and nonlinear can build suspense, while bright colors should generally be avoided.

1. HORROR DO’S AND
DONT’S
By Adam Mcgrath

2. DO; USE LOW KEY LIGHTING
• The use of low key lighting is a common horror convention in both trailers and
horror films. Not only this but low key lighting is used to show the audience that
disruption has occurred and provide additional information about the shot/shots
that are happening without giving away too much about the narrative.
• An example of effective use of low key lighting is in the Annabelle (2014) trailer
where low key lighting is used to show where and when disruption is going to occur.

3. DO; USE MUSIC THAT RELATES TO THE
GENRE
• Within a trailer it is important that an audience can identify what genre of film the
trailer represents, to do this the music must match the horror genre however in
some cases non-conventional music may be used to create confusion but still
incorporate horror conventions ensuring the audience can still identify the genre the
trailer belongs to.
• An example of non-convential horror music used is in 10 cloverfield lane (2016)
where initially it appears to be not a horror movie however other techniques
conventionally found in horror trailers are then used to reveal the trailer as being a
horror.
• An example of conventional music found in a horror trailer is found in The Boy
(2016) where horror specific type music is found through out the trailer.

4. DO/DONT; PROVIDE SOME INFORMATION
OF THE PLOT
• In a trailer it is as equally important to give information as it is to not, too much
information will lead to the audience becoming disinterested in the film and not
finding the trailer effective enough to want to see it however not giving enough
information about the film in a trailer can also create disinterest by the audience
thinking the film lacks narrative substance and hence not see the film.
• It is important to find the right balance between the two in the trailer and keep the
audience hook on suspense and mystery while not ruining the plot by giving too
much away.

5. DO; USE JUMP SCARES
• Jump scares are a common convention and visual technique used in horror trailers
and give a taster of what is to come in the film and keeps the audience in suspense
after they have watched the trailer and think about what the film will be like.
• One trailer that does this effectively is the The Woman in Black 2: Angel of Death
(2015) trailer after the reveal of the title and release date, the use of the effective
jump scare right at the end of the trailer makes the audience guess as to what is to
come for the real film.

6. DON’T; SHOW THE ANTAGONIST
• Often showing the antagonist in the trailer can take away all the suspense and
mystery built up. Instead of out right showing the antagonist camera techniques
should be used to create mystery about the identity of the antagonist and leave the
identity of the antagonist open to the interpretation of the audience. Doing this will
keep the audience thinking about the antagonist after the trailer and make them
watch the film.

7. DO; USE DIFFERENT EDITING TYPES
• Switching between linear and non-linear editing and slow and fast editing can
distinguish to the audience whether disruption or equilibrium is occurring in the
trailer. However another effect it can have is it can disorientate the audience
creating suspense around the trailer.

8. DON’T; USE BRIGHT COLOURS
• Using bright colours within a trailer can have different effects. Using for instance
single flashes of bright red on a washed grey background in a shot can be useful
when implying danger or death however using overall bright colours in the trailer
constantly can cause confusion with the audience and not identify the trailer as
belonging to the horror genre. Again bright colours can be used but used in the right
way and in the correct context such as during equilibrium where no disruption has
occurred.

9. CONCLUSIONS
• Hopefully making this powerpoint will allow me to set
guidelines for the creation of an effective horror trailer.