The document discusses how the media product, a horror film trailer, uses and challenges conventions of existing horror film trailers and other media. It analyzed typical conventions in trailers, posters, and film magazines. The trailer follows many conventions like an eerie soundtrack, fast edits, and leaving the killer's identity ambiguous. However, it challenges conventions by having a vulnerable male protagonist instead of the typical vulnerable female. The document examines how the trailer fulfills the uses and gratifications theory by engaging audiences and leaving interpretation up to them.