Film Trailer Research

What is a film trailer?

A film trailer is a piece of film that quickly reflects a feature film in as little as few minutes. The main parts of the narrative are put together in snippets, which is just enough for the audience to understand what the film is about and its genre. They are designed to hook an audience that want to see the film and develop a following. Because trailers offer a real taste of the film, they can reach the demographic audience better than other forms of distribution that may be more difficult to understand, like a poster. Trailers are arguably the most potent form of film distribution because it can reach an audience through TV, the cinemas and the internet. This means it's also classed as viral marketing because it can be shared across the internet, thus generating word of mouth in reality and on the internet, reaching further audiences. However, it is globally limited to only people with access to a screen. 

Types of film trailers:

Teaser trailer

The teaser trailer is probably the easiest to produce, due to how short and snappy it must be. Conventionally, they last around a minute to get across all necessary information the audience should know. This means they have to highly persuasive and intrigue the viewer to ask question that will later be answered in other forms. This type of trailer aims to develop an awareness of the up-in-coming film.

As teaser trailers don't last as long, they are made to be memorable yet intrigue the audience. I think the independent production 'The Blair Witch Project' was successful in introducing the film as real footage, being the USP of the film. This was due to the documentary-like style it had. Through people of high authority and trust like the police talking about the case of the missing students, who don't know how they disappeared, makes the story seem more believable. The film offers an explanation and that's what the people wanted after an intake of advertisement.  That's why it was so successful, it gained $240.5 million, while it only cost $22.000 to make!

Main theatrical trailer

This type of trailer has a lot more depth in explaining the story, giving the audience a real taste of the film which selects the audience better than a teaser trailer as some people might be unsure about seeing the film until they see the main trailer. It comes out closer to the release date of the film. This type of trailer lasts up to about two to three minutes or more, and is a lot more effective in immersing the audience, rather that intriguing them. The films plot is often cut up and thrown around in a trailer, you might have noticed after watching a film that the events shown in a trailer aren't always chronological. This is sometimes for the purpose to entertain and have increased effects instead of going through the narrative, as this is better in securing the demographic. Here is an example of a main theatrical trailer:

From watching this trailer, we get the idea that its about a man who is stuck in this life he created for himself and he hates it. That all changes when he meets Tyler. Together they make up 'Fight Club' which eventually becomes something more than that... the plot spirals out of control and he tries to put things right, but still it ends on a funny comment 'Shatner, I'd fight William Shatner' which rounds the trailer off with humour. The trailer was two and half minutes long, included many different trailer conventions such as copy and finally it made me want to watch it again. I really enjoy David Fincher's style in this film, as well becoming very attached to the characters.

Short theatrical trailer

Lastly, this type of trailer is a shorter version of the main trailer, which is designed for the cinema, internet and TV screens usually after or just before the film is released. It's purpose is to quickly remind people the film is now out and available to them. This type would tell the viewer to go see it now 'buy your tickets now'. Here is the new Catching fire short theatrical trailer:

This trailer had a great impact on me; it was released on the release date of the film and it is different to all the other trailers because of its new content. It gave an insight into the 75th Hunger Games with quick shots of the main characters in a tropical forest battling against the different threats within the arena-not just enemy tributes. This not only teases the audience a bit more, but also evokes emotion because it is sequel which means the audience are already close to the main protagonist, Katniss. So to her battle in the arena once again is really good tool to use on the audience. I like the music a lot in this trailer, it made the trailer powerful and emotive, pushing the audience even more. I went to see it twice at the cinemas...

Other Research

Furthermore, within trailer, there is sometimes bits known as 'special footage' which is footage that is advertised in the trailer, but has been cut out the film before it is locked. Although this might confuse or anger the audience after they have seen the film, it still happens due to other reasons. But I learnt that if I bought the DVD copy when it comes out, the missing parts will be there in the Directors cut.

The conventions of film trailers:

We need to research trailer conventions so that we can make a professional looking trailer that achieves the genre, audience and purposes. Conventions often combine for better effects but here is an explanation of them all with examples:

Genre and audience

This is very important, as showing the viewer what type of film it is (the category it falls under, e.g. Rom-com, Horror, and Psychological-Thriller) means that the demographic is targeted. The genre is made clear through the trailer plot, imagery and conventions. The audience will get an idea through the name and posters, but the trailer will cover this completely. Here is a romantic comedy trailer 'Friends with Benefits'. The genre is made clear through the main relationship within the plot- that tests whether you can have a sexual relationship without the conventional strings of a normal relationship. Therefore the audience is teens/adults because they will understand the film. The way this is presented is funny and light-hearted which secures the genre to be rom-com.

Production Logo

Generically, the production logo of each production company involved in the processes of constructing and distributing the film will be shown before the trailer starts. This shows the audience who helped create the movie, while also telling some viewers whether they can rely on them to think the film is worth seeing, or what type of film it may be. For example, 'Lionsgate' films are known to be more adult in the sense that they are horror and thriller type films. I know the 'Saw' films are produced by this company, though I also noticed the new 'Hunger Games: Catching fire' is also produced by them- Two different genres with similar audiences of teens/ young adults.

Montage Editing

Usually in a trailer, between 7-9 key scenes are shown in snippets to help form a readable narrative that can sway the target audience to the product. Trailers are edited in ways to ensure no major plot twists are given away, as there would be no point in seeing the film if the trailer done that. Large Hollywood productions tend to include many more brief clips rather than a scene. This is clever because the audience don't have time to think too deeply, they just know if they want to see it or not.

Shot types and camera angles

A ranger of different shots and angles help create ideas about the narrative while also involving the audience. I think close up work well in trailers to develop an emotional involvement, and so the screen is less empty it creates the effect of lots happening, which is something I want to include.

Pace and movement

The speed of the trailer determined by the types of shots, how it has been edited together in the post production stage and also the movement on the camera in some shots. This is most effective in immersing the viewers, leading them to want to watch it at the cinema, as the emotion impact and excitement is something people love and want.

Here is the 'Sucker Punch' trailer, pay close attention the the montage editing, cinematography, pace and movement, in how more effective they are in making the film more interesting so that it gains an audience.

Music

This depends on the genre and narrative to help create a mood and atmosphere that fits with the film and tells the audience how to feel and approach the trailer. Music is very important as it heightens all the effects on the audience. If the scene on screen is dramatic and quick, then the music that will help get that across to the audience in a second, is dramatic and quick music, and so on. It's important the music corresponds visually for max effects. As trailers tend to have a climax point towards the end, it can only be an effective climax if climatic music tells the audience 'this is the climax' and they think 'wow I must see this film', then they are left with those thoughts and feelings.

Here is a 'Shame' trailer. The music is slow and can represent the sort of romance within the plot, however it also seems quite sad and alone which can contradict the romance or show it in a different light. This use of music can also function to create the mood and tell the viewer how to feel when perceiving the plot. This portrays the film to be a drama.

And here is an opposite, 'The Hunger Games' uses more sunds that correspond with the visuals to create tension and excitement. There is also a climax at the end which is a cliff hanger which works very well to persuade the audience.

Reviews

Mainly used in teaser trailers, or main theatrical trailers, a copy is used to show a one word/sentence review from other media forms. This tells the audience that the film is good, and because it's from other media forms like respected film magazines such as 'Empire' or 'Total Film'. Their opinion seems more valuable and valid, showing us how clever this technique is because will be more likely to trust them and buy into the product. Reviews vary, from a simple opinion, or rating out of ten, to a comparison to another popular film (reference). For example this was included in of the 'The Blair Witch Project's trailers:

Release Date

The release date is important in informing the audience when the film is released, so the audience can plan to see it. It is often placed at the end of a trailer so the viewers don't forget; it wouldn't be strategic to place it at the beginning. It’s known for different genres of films to be released at certain times of the year. There's obviously festive films like 'Elf' released at Christmas time, and 'A nightmare on Elm street’ a horror film which is being shown again this Halloween. Then there are kids movies released in the early summer due to the holidays and so on. Plus the distributors have to make sure the film is released at a time when not many films are being released, like month without festivity.

Film Web Address
This links into viral marketing, also often placed near to the end of a trailer in order to give the audience a chance to learn more about the film. Because the film is being further marketed to the audience it can increase their want  to the film and secure audience members. In fact, viral marketing can be the most effect distribution tool as it offers all access to trailers and posters as well as providing other information and entertainment. Looking above this sub heading is a prime example of an extremely successful film, partly due to its effective form of viral marketing, except it's known as 'whysoserious.com' - an alternative website that was linked on the main site for committed fans to find. The theme was clear and reflective of the plot as it's defaced by the joker, making it more exciting and stange, as well as being interactive. Here is the home screen:

Title of the Film

Having a name on all pieces of advertisement is very significant. If people know the name of the film it means the processes of 'word of mouth' can begin to take over the distribution of the production. Short and snappy names a best because they are memorable and more powerful, so I want to have a one word title for my film. Finally the title is normally placed at the end of the trailer, again impacting on the audience’s memory of the film. This is The beach trailer film title. 

Institution Details

Within and throughout a trailer the institution details are shown. These include the cast, crew, production and distribution companies (people and companies that played a role in the making of the film). Sometimes the cast are more focused on if they are A-list actors/actresses that will persuade people to see it.

Intertitiles (copy)

The use of copy allows the audience to understand through key words on screen, like the word 'Survival' suggests that the characters are fighting to survive. Context is suggested, telling them why, for example, a zombie apocalypse or a natural disaster. This idea can be used with a voice over to add emphasis, or is used independently. The 'World War Z' screenshot of the cast copy is an example of how conventions merge for more effect.

References

References are very commonly used when the producer’s previous production was a huge success etc.- "from the producers that brought you". Linking the film to other films and the cast, it’s helpful in giving the audience an idea of whether they will enjoy it, if they have seen the referenced films. I often see this more in kid’s movies like in Despicable me 2. Here is an exmaple from Disney's 'Up' trailer, as the house floats by:

Narrative

The story is fed to the audience with a few breaks in the chronological order, which doesn't make a difference. The plot is represented through devices like dialogue, voice over, and intertitles.  After watching lots of trailers I think I've learnt that some trailers don't include Todorovs narrative theory, it can depend on what effects are needed to be created.

Unique Selling Point

This is highly important for a film to have, every film is unique but it needs that certain something that will really entice an audience. USP's can vary from cast to music and even a release date, like watching a horror on Halloween at 12pm. 

Dialogue

Conversations between characters help the audience understand what’s going on in the point of view. Whatever a character says helps push the audience into the plot. Conversation tends to be snappy, between shots and dragged over other shots, this means more can said, therefore more of the narrative is represented linguistically, as well as visually.

Voice-over

Sometimes a voiceover is used over the trailer to help explain the narrative or other important details. The voice used is important as the depth, pitch, tone and gender all have connotations that can sway the audience’s understanding- it needs to match the plot.

In the 'The Great Gatsby' trailer, the plot isn't chronological, however the audience don't know that. It might be for reasons like characterisation and the effect on atmosphere to introduce the plot better. This film has many USP's: music by popular current artists such as Lana Del rey and Jay Z. It's a book adaptation from F.Scott Fitzgerald, a popular writer. And the cast includes Leonardo DiCaprio, a popular A-list actor who has feature in many other critically acclaimed films over the years. Dialogue and voice over are both used. About halfway through it, Nick, a seemingly less important character narrates the book which is why he explains parts through a voice over in the trailer. And generally dialogue is evident throughout, again helping feed out the narrative and gain a connection with the viewer.

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