The trailer uses sound and imagery to build tension and intrigue around the relationship between vampire Eli and bullied boy Oskar. Scenes of Oskar being tormented are juxtaposed with increasingly disturbing shots of Eli's violent nature to raise questions about her character. The use of music, lighting and editing keeps audiences unsettled as clues emerge that Eli is a vampire who kills to survive, yet cares for Oskar. A quote praising the film as a "masterpiece" is displayed to encourage viewers to learn more.