Secondary Research Report

Secondary Research
Report
Charlotte Page

Main Task: Horror Film Trailer
Mark Ramey of Media Magazine (2010) states that in film making
it is essential to to know the generic conventions of the film genre.
This is because it will enable the trailer to be received better by an
audience as it is easier for them to identify the genre.
For example, conventions of horror include low-key and high
contrast lighting, canted camera angles, extreme close-ups and
jump cuts. Ramey suggests that film conventions create a set of
rules which is like a recipe to follow when making a film.

Canted Camera Angle Extreme Close-Up Low Key Lighting

Barthe’s Enigma Code
• Barthe’s Enigma Code (1964) suggests that the purpose of any
trailer is to draw in an audience through mystery. From a trailer
they are likely to have questions that they are intrigued to find out
the answers to but to seek these answers they need to view the
entire film. Therefore, it is likely that from this enigma, consumers
will be attracted.
• For example, in The Blair Witch Project trailer, the opening scene
reveals that three student filmmakers have gone missing in the
woods. This creates a instant enigma as audiences would be keen
to know what has happened to them and why which for these
answers to be found, audiences need to watch the film.
• In our trailer, we plan to apply Barthe’s Enigma Code by ensuring
that we do not reveal too much information to the audience. For
example, as we are planning to use toys or a doll, we will hide the
true backstory to create mystery.

Todorov’s Narrative Structure
• Todorov’s Narrative Structure (1969) suggests that products start
at an equilibrium, a disruption then occurs before ending at a
balanced state. However, trailers usually do not follow this
process and instead follow a non-linear structure.
• This is because trailers try to entice audiences by showing some
of the best, most exciting scenes and will usually end with the
disruption so that consumers are intrigued to view the film to
see whether it ends at an equilibrium.
• We will apply Todorov’s Narrative Structure by making the
opening of the trailer balanced before introducing the
disruption. Our trailer will end unbalanced so that audiences are
unaware of how the film will end and therefore are curious to
watch it as there is an element of mystery.

Example…
• Todorov’s Narrative Structure can be applied to horror film,
The Possession (2012). The trailer starts as balanced where
the consumer is introduced to the setting and the characters.
Everything appears to be calm and this relaxes the audience.
• However, as the main protagonist gains possession of the box,
the disruption begins to occur. This is indicated through the
disjointed editing, change in mise-en-scene and music as
these are all signs that the film is gradually becoming more
intense and shocking for an audience.
• The trailer does not reveal the new equilibrium which is a
method of enticing audiences to view the full film.

Influences - Trailer
• Firstly, for our film trailer, we are planning on following the
horror conventions as proposed by Mark Ramey as this
creates a recipe to follow. Therefore, we plan to employ
elements such as extreme close-ups, canted camera angles
and low key lighting as this will allow audiences to identify the
film as a horror and feel the emotions associated with it.
• After looking at Barthe’s Enigma Code, we now understand
the importance of creating mystery as this will entice
audiences in. To create mystery in our trailer, we plan to do
this by not revealing too much information surrounding the
key plot of our trailer.
• To enhance the mystery, our trailer will follow a non-
chronological structure where the pace will gradually build to
create tension where the equilibrium will not be revealed
unless the entire film is watched.

Ancillary Task 1: Film Posters
In an article found at Web Designer Depot, Matthew Carpenter
states that there are 7 elements to creating a great movie poster.
1. Attention – Use a striking image to gain
attention. For example, a character, as this
will not only gain audience attention but
allow an insight into the style and plot of the
film. This poster for the Hangover
gains attention for its amusing and quirky
image which highlights this film to be a comedy.
2. Iconography – Tell the audience the themes of the film
through the image without directly telling them with words.

http://www.webdesignerdepot.com/2011/02/7-elements-of-a-great-movie-poster-design/

3. Interest – Create an incentive for the consumer to see the
film by placing them in the scene which to find out why they
are there can only be solved by viewing the film.

4. Appeal – Try to make the film desirable for fans and non-
fans of the genre by using elements that will be attractive to
both audiences such as choice of actors or directors names.
For example, a consumer may not be a horror fan but entice
them in with an actors name or well-known production
company.

5. Style – Make sure the poster has a unique style that reflects
the genre of the film as this will help consumers identify
what the film is. It is also important to ensure that the style
of a film is kept consistent across all products as this will
allow the products to become recognisable.

Example…
• For example, the Harry Potter franchise
has kept their marketing consistent by
ensuring all posters use the same actors
and style in the choice of text, colours
and mise-en-scene. These film posters
have also developed throughout the
franchise to reflect the style of the film.
The poster for the first film, is fairly
bright to reflect the warm hearted and
uplifting feel which the original creates.
However, in later posters, the style
turns quite gloomy to reflect the darker
themes of the film therefore, this shows
the importance of how mise-en-scene is
used to create a first impression.


6. Lasting Appeal – For a poster to achieve its maximum success
it needs to be one that can be used again in the future. To do
this, elements of the poster need to be clear and recognisable
enough for smaller products. For example, on a DVD case, even
though on a much smaller scale, the product identity needs to
be recognised.
7. Recognisability – A film poster should include something
unique to make it different and distinct from others. For
instance, the Godfather films are instantly recognisable through
the iconic title style and the layout of the image being the main
character against a dark background.


How to Read a Film Poster
Denotation & Connotation
• In How to Read a Poster by Tom Brownlee, he states that that all words
and visual images have a denotative meaning. The denotation of an
image is literally what you are seeing.
• However, all images also have a connotation. This is known as the
underlying or deeper meaning of why certain elements have been
chosen. All elements used on a poster can express a message to an
audience whether it is a colour, costume or setting, they all can convey a
deeper meaning.
• In our film poster, we are planning to use colours such as grey and white
as they can connote a ghostly, chilling atmosphere which is suitable for
the plot of our film.
• Also, the choice of actors we will use are intended to reflect our target
audience of young adults as this will be represented through their age,
costume style and status.

Intertextual References
• In his article, Tom Brownlee also explores the concept of
intertextual references. This is where a product either visually
or verbally refers to other media within their product.
• In our film poster, an idea for an intertextual
reference is to use similar text as the Woman
in Black poster as we feel the reflection
creates the chilling and ghostly atmosphere
that we are aiming to create.
• We have also been inspired by the background
hiding the ghostly figure and perhaps this is
another intertextual reference that we might
use.

Tips for Making a Movie Poster
In an online article found at Unified Manufacturing, they provide some
useful tips which will help to create a successful film poster.

1. Understand Your Film – In order for an audience to understand the
general plot of the film from the poster alone, the creator needs to
understand their film by heart, so that when a consumer first
glances at the poster, they instantly know the message and genre.
2. The Right Font Style – Posters that are delivering a message of
what the film title is, the release date and actors should always be
in a clear, vivid font which is readable so that this information is
clearly communicated to the audience.
3. Avoid Clutter – White space helps a poster to remain balanced,
clear and more organized which will allow the consumer to keep
there attention on the most important details and prevent them
from being distracted.

http://unifiedmanufacturing.com/blog/5-tips-making-movie-posters/

Influences – Poster
• When researching advice for creating a film poster, we found the
article by Matthew Carpenter’s, 7 Elements To Making A Film Poster,
particularly useful.
• We understand the importance of the image in a film poster as this
is the element that is going to entice audiences as well as telling
them the story without words.
• An idea we have is to use one of the toys in our film poster as this
will appear striking as quite often people are used. Also, toys are
often associated with childhood and imagination. This is the basic
storyline of our film however we would combine this with elements
of horror such as dark colour and lighting so that the image would
communicate a darker story without the use of text.
• We are aiming for our film poster to appear quite simple and use
white space as this will allow the poster to appear organized whilst
keeping audience attention of the main feature.
• Conventions of film posters include a striking image, film title,
release date, and actors/company names which we will try to
include in order to create a professional feel.

Ancillary Task 2: Magazines
In an article online by Magazine Publisher, they provide some
useful advice on how to make a magazine noticeable.
• 1. Use a Great Cover Photo – A magazine only has one chance
to make a good first impression. A photo is vital to achieve this.
A photo can be made recognisable by making sure it shows
action or relates to the target audience. Using unusual colours
and unusual camera angles will also make the image stand out
to the consumer.
For example, Empire’s front cover of The
Joker is instantly noticed because of its
unusual choice of colours, particularly the
florescent green. The camerawork is also
different as the subject is directly in the
middle whereas often in magazines the
subject would be placed to either the right
or the left.

http://magazinepublisher.com/designtips.html

2. Use a Great Masthead - The masthead is the magazine’s logo
therefore, it needs to be one of the first things that the reader
notices. All magazines are competing for attention over others
so a masthead that is well-designed will entice a reader to pick
up your magazine instead of another.

3. Careful Font Usage – The choice of
font used also can have a major impact
on the overall impression of a magazine.
Using too many fonts can be visually
confusing for the reader as it becomes difficult to distinguish the
between the different coverlines. Therefore, a maximum of 3
fonts should be used on a magazine front cover and should be
from the same font family so that it is consistent.

http://magazinepublisher.com/designtips.html

Tips for Magazine Front Covers
Tina Zennand offers some advice on how to make a magazine
appeal to a niche market.
• Offer Something Extra – Entice readers by offering them
something extra that they are unable to gain from any other
magazine. This could be something exclusive such as an
interview or review only found in this particular magazine or
could be a free gift or special offer which is displayed in an
insert.
• Show Energy – Entice readers by making the
images appear exciting and include a compelling
heading. The front cover should have enough
energy to tell the consumer what the magazine is
about without telling them directly with words.

http://www.underworldmagazines.com/how-to-design-a-great-
magazine-cover-simply-irresistible-tips/

Successful Magazine Covers
Rebecca Loveridge (2011) explores what it is in particular that makes a
magazine front cover successful. She proposes that there is a recipe that
magazines follow in order to achieve success.
• A Powerful Story & Compelling Image –
The article featured on the front cover needs to be most compelling as
consumers initially look at this and will be what is going to draw in readers.
• Benefits for the Reader –
Offer the reader something exclusive that cannot be found in any other
competing magazine such as exclusive interviews and articles or free gifts.
• Spark Curiosity
Have a main coverline which is exciting and written in a bold typography.
However, limit the amount of coverlines so that the cover does not become
overcrowded with text.
• Keep it Simple
Loveridge states that simplicity is most important as a strong image against
a plain background will not only gain attention but tell a story.
http://engage.tmgcustommedia.com/2011/08/successful-magazine-covers/

Influences – Magazines
• From researching existing advice on creating magazine front covers, a
common tip is to offer the audience something extra which they are
unable to find from any other competing magazine as this will make it
more likely for the consumer to buy the product.
• To apply this to our film magazine, we are planning on featuring our
horror film as an exclusive, perhaps as an interview or review that is
unique to our magazine. This would benefit audiences because the
magazine is featuring an article that they would have never seen before.
• The masthead also needs to be significant as it will become the brand
identity for the magazine and will influence whether someone picks the
magazine up as it needs to stand out from a distance. Similarly, the title
needs to convey to the audience what the magazine is about.
• The photo is one of the most important elements which is going to
attract consumers therefore, to seem attractive to an audience we are
planning on using unusual colours and camera angles to make our
magazine appear different as suggested by Magazine Publisher.

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