The document discusses the importance of institutional logos within movie trailers. It explains that when viewers see the Warner Bros. logo, they associate it with previous successful films and have high expectations. The trailer uses three idents at the beginning to identify the creator. Less known subsidiary logos are shown after the Warner Bros. logo to leverage the audience's familiarity and trust in the larger institution. The logos for The Dark Knight trailer have also been altered to fit the film's genre, further setting expectations for viewers.

1. Institutional Logos and why they
are important within a trailer
The ‘Warner Bros.’ logo relies on audience knowledge of the
institution, when people see this Logo they think of the
films they have made previously such as Harry Potter, and
also the Batman Trilogy. Based on the viewers opinions they
will have high expectations on what the movie will be
like, and will expect a lot from a parent company such as
Warner Bros.
The film uses 3 idents all at the beginning of the trailer, they
use these so the audience know who has created the trailer.
These two logos are subsidiary institutions, these are less
known by the audience, they have shown the Warner Bros.
logo first, this is because if the audience was to see a small
institution first they would be unsure whether the film
would be worth watching. The reason for this is that more
known institutions such as Warner Bros.
The film is The Dark Knight, and the audience will be able
to see that all 3 institutional logos have been altered to fit
the genre, therefore reinforcing the genre to the audience.