The document analyzes and summarizes the trailer for the film Paranormal Activity 3. It discusses how the trailer establishes the setting and innocent tone at the beginning through ambient lighting and camera work mimicking home video footage. This playful atmosphere is then disrupted by static and tilted shots implying a supernatural presence. Screaming is heard without a clear cause, building intrigue. The trailer concludes with the appearance of a dark figure and title screen, effectively using tension and climax to excite audiences for the film.

1. Textual Analysis
– Paranormal
Activity 3
By Tim Loe

2. The trailer starts with two brief establishing shots, allowing the audience to have a
clear picture of where the film will take place. The lighting is ambient, and camera
movement is hand held, projecting the ‘home-video’ style the Paranormal Activity
series is known for. These opening, establishing shots are conventional of a trailer
and are required to give the audience an insight into the story of the film, however
crucial parts of the story are not featured in the trailer to leave an enigma with the
audience(the function of a trailer). The vibrant colours and incidental music of the
shots conveys a playful and innocent atmosphere to the audience which is
deliberately done to emphasise the contrast of the following shot.

3. The playful atmosphere previously presented is disrupted by a static TV effect,
jump cutting to a tilted – medium close up shot, the un-natural tilt of the shot
presents an supernatural atmosphere to the audience. The fact that this disrupts
the playful, tranquillity of the previous shots implies that perhaps the subject of
this shot is disrupting the families life. The low key lighting suggests that the
subject is a villain, and the un-natural black and white tint also contribute to the
inhuman atmosphere of the shot.

4. This disruption continues, with a jump cut to a XLS of a low key light room, and an
ominous blue tint, which connotes that the villain is supernatural. The diegetic
sound of the screaming is the first indication of human conflict (connotations of
pain/fear) in the trailer, and the fact that there is no clear cause to this portrayed in
the trailer adds to the enigma.
The final shot of this home video footage is a two shot of two girls which is over-
cranked and zooming in, there is also diegetic sound of the girls laughing to
combine with the footage. This zooming movement emphasises the happiness of
the girls, and the fade out connotes to black connotes that their happiness has
faded away.

5. The Paranormal Activity 3 trailer follows convention, and includes separate black
screens featuring text throughout the trailer. The text is embedded in the footage of
the trailer, building the enigma and excitement of the trailer, making us want to see
more and ‘discover’ this ‘secret’.

6. The final and last shot of the trailer is a two shot
of the girls. There is a dislocating silence which
contributes to the discomforting atmosphere.
The diegetic sound of the scream breaks the
agonising silence. This final shot shifts away
form convention slightly, as there would usually
be silence followed by a sting to break the
tension and shock the audience, however the
screams may deceive the audience and leave
them vulnerable to the climax of the trailer
which is the appearance of the dark, tall
antagonist in the background.

7. The end of the trailer showcases the title screen which is a convention of all
trailers. Having this title follow up such a dramatic climax of the trailer makes it
more memorable, and adds to the excitement and anticipation to see the
film, which is the function of a trailer.

8. After reviewing the Paranormal Activity 3 trailer, I have summarised effective
components of it, to consider when finalising our project.
- The Static TV transitions effectively break up the trailer, presenting a
powerful contrast between the innocence and happiness of the girls with
the fear and screams of the victims to the supernatural force.
- The hand held camera and home video style of the trailer projected a sense
of safety and familiarity since we associate it with the people and
normality. This led to an even bigger emphasis between man and
supernatural, intensifying the shock and discomfort conveyed by the
trailer.
- The dark figure also looks persuasive and may be a realistic option for a
supernatural force for our horror, this could be combined with the static TV
effect so only glimpses of the antagonist are showcased.