Functions and features of trailers

Trailer types

There is  more than one type of trailer that can be used for various reasons such as a ‘teaser’ trailer. At early stages of promotional campaigns, teaser trailers are generally cut and put online or put in cinema. The theatrical trailer is longer than the teaser trailer and the name is self-explanatory as you just get a tease of what is in the film leaving the audience wanting to view more. Teaser trailers start a word of mouth campaign as the word will get spread about the film from friends or family which creates anticipation. After the teaser trailer a theatrical trailer is released that is generally played at cinemas three to four weeks before the actual film is released. ‘TV spots’ trailers are another type of trailer that is used in TV advertising. These are very expensive and are therefore very short and are designed to have a large impact in a small space of time.

Here is and example of a teaser trailer: http://www.youtube.com/watch?v=xP0Ij1_VTY0

Here is an example of a theatrical trailer: http://www.youtube.com/watch?v=8NUBVcit5VM

Here is an example of a 'TV spot' trailer: http://www.youtube.com/watch?v=6DQ4mwfCYOQ

How trailers are chosen to preview before certain films

The exhibitor who is the cinema manager chooses film trailer with a similar target audience to the film that is being shown through their marketing knowledge. This is done in hope of them returning to see another film that is being advertised. When the viewers do return the same process is repeated to ensure a regular flow of customers.  Trailer are given an age certificate as well as the actual film therefore a trailer for a film that is 18 cannot play at a PG film as it would be unsuitable for younger audiences. Although, sometimes films with older classifications have trailers made that are suitable for younger audiences to reach a higher audience of adults on their own as well. For example if they showed the trailer for Lion King 3D at the start of a Paranormal Activity 3 screening.

The methods trailers are viewed has changed a substantial amount as the internet had become an important part of film marketing. There are many official websites for film titles that cut trailers for a more general audience of any age. These websites include the Internet Movie Database and Apple Movie Trailers. This restriction is important specifically online as unlike at the cinema are restrictions are more difficult to enforce. There can be many trailers for one film in this instance due to them being purposely cut for the context they are watched in. Online marketing is an extremely effective way to build anticipation for a film release and generate interest. This is because viewers can join online forumsto discuss, link through film sites by blogging or social network and have the option to comment which is a large part of viral marketing also.

The first image below is from The Haunted Mansion trailer which is a hybrid of comedy and horror and we can see this as Eddi Murphy is in a scary setting with a crystal ball. The second image below shows typical conventions of bloor and from this we can see it is a horror movie (Saw 4).

The objective of a film trailer is to give the audience information about the film such as storyline, the cast and genre/type. Genre is a key part of marketing as the viewer’s decision on what they would like to view will be based on if they enjoyed similar films. The audience automatically decodes a trailer on what they see and hear to establish a genre e.g. darkness and blood shows us it is a horror film. This is what is called conventions of a film genre and a hybrid genre would take more time to identify conventions as it is two genres combined. This is amusing for the audience as you are pulled in two directions and therefore more intrigued. Also the cast can make the genre of a film evident to the audience as they would associate certain actors/actresses with certain genres e.g. Eddie Murphy with comedy. A trailer always make the main characters evident as it makes them want to watch more.

The marketing campaign of a film trailer will also need to show why the film is different to others in its genre, so it has a unique selling point. The unique selling point could be anything that sets the film apart from the same films in that genre that are the rivals. This is a very important aspect and is highly advertised in the marketing campaign.

Features of a trailer

Trailers are a genre in their own right and they are not ‘mini-films’ as they have their own set of conventions. They are designed to grab our attention in a very short space of time by creating a certain ambience and mood to heighten our anticipation of the actual release. They are usually very fast paced and require the audience’s undivided attention. Sound and music are very vital parts of the trailer as it manipulates our emotion by creating a certain tone. The advertising is generally done through the voiceover and intertitles this is because they summarise the plot and put emphasis on the credits. These functions also promote the films anticipation.

Conventions of a trailer:

·         The best parts are highlighted with the most emotion

·         Make the main cast of the film evident

·         Short and fast clips are used to recognise what you are seeing only leaving you wanting more

·         Dramatic points are shown using camera shots and angles to portray events and characters involved

·         Voiceovers are used and credit intertitles

·         Music is a big part of creating the tome and atmosphere

·         Title appears at the end

·         Tension is built to a climax at the end

·         Montage to highlight most dramatic moments

Narrative: the plot structure of a film or trailer

Unique Selling Point:  what sets the film apart from other and makes it sellable for that

Target Audience: the group of people the film or product is aimed at

Pace: how quickly or slowly the clips within the trailer are played

Voiceover: a voice recorded over the top of the trailer to give information

Dialogue: conversations between characters

Special effects: computer generated graphics stunts and explosions

Credits and intertitles: words on the screen that give information about the film to the audience.

Introduction

My A2 media coursework is going to be promotion package for a new film including a teaser trailer, a poster and a magazine front cover that features it. I have chosen the genre to be horror because there are many conventions that can be easily recreated as a guideline yet you can still adapt them to make them original. I will start off by doing research into other horror trailers and watching the actual movies to gain knowledge of typical conventions that I can include in my own trailer. I am going to research the functions and purposes of trailers in general and also analyse four different and recent horror trailers in depth. When it comes to making my own trailer we are going to be put into groups where we will plan a storyboard and shot list and eventually go on to filming. In order to succeed with this task we will have to think about the conventions of horror film trailers that we have studied and how to make our trailer follow those, yet still be original. This will be done through equal teamwork and cooperation.

Viral Marketing

Viral Marketing is a method of brand awareness and product promotion that uses people spreading the word on existing social networks and by word of mouth. Primarily it is family and friends that pass on the word and is a method of advertising that repeats itself in a viral process which is free of charge. For example web sites and its users passing on a marketing message to other sites or users, passing on an offer to friends and family or making advertisements so interesting that viewers will circulate them along to others

Watchmen Viral Marketing mini case study

Watchmen is one of Paramount’s largest releases of 2009 and the media agency MEC Global wanted the lead up to this to be remarkable. Watchmen has a devoted online fan community and they rewarded them with a multi-market revelation of their viral teaser that consisted of numerous trailer teasers to create attention from other cinema goers. Rubber Republic, who are specialists in viral marketing produced and online PR and broadcasted a campaign in Australia, France, Germany, Italy, Spain and the UK. The campaign involved leading film and graphic novel bloggers being spoken to in the six countries which amplified their anticipation about the release of the film. Also videos were uploaded to social media and video sites which raised exposure to much more than a million views to the movies YouTube channel http://www.youtube.com/user/watchmenmovie?blend=4&ob=4. The film had an extremely successful release as on the opening weekend it had earned already over $185 million at the worldwide box office.

Tron Legacy Viral Campaign

Tron is a video game, a comic book and a TV series this is what in media terminology is called synergy. Synergy is when media production is synchronised with distribution to maximise audience consumption on different media platforms. A media platform is how the type of media text is accessed. New technologies promote this consumption of media through hardware and software being developed, promoting the consumption of media for e.g. game consoles and computers.

After the first Tron film 26 years later in 2008 San Diego Comic Con and Disney featured a preliminary trailer of Tron Legacy, which was the sequel that many fans wanted. A viral campaign emerged on many websites on February 25^th which gave fans a chance to get the tickets to the Tron Legacy premiere in five different cities around the world.

The site Flynnlives.com sent out fan mail that entailed a box containing numerous bits and the word. This box led fans to another page that showed a countdown and sent then on a scavenger hunt apread acroos twnty-five countires in twenty-seven locations, this would unlock the mystery. This was the page it led them to, http://www.flynnlives.com/zerohour. Flynn was the creator of Tron,

Those who received the fan mail and went to the locations had to find an operater wearing a company t-shirt who would give them a phone and a phone number to call in order to get the following clue. A picture from the first Tron movie would be revealed would be revealed by every clue and when they are clicked would reveal a bigger picture as a background. The prize winner blogged about her experience - http://www.miss-selector.com/2010/02/la-recherche-de-kevin-flynn-ou-comment.html

This is a picture of the website and how the puzzle would be revealed:

At the end of the event five locations of IMAX theatres that showed the latest trailer on the movie was revealed. However, this is not all that was uncovered, fans also discovered a discussion forum which involved yet more clues that were trying to be solved. A video was also released of the fans meeting up. http://www.flynnlives.com/discussionforums/  http://www.flynnlives.com/meetup.htm

Many blogger and twitter users as well as movie fans talked more about the campaign and as Jeff Bridges, the main stat in Tron won an Oscar the hashtag on twitter, #flynnlives was boosted.

After the campaign the search for terms related to Tron enlarged singnificantly showing the success of it. The line chart above shows the number of Google searches for three Tron terms.

The mastermind behind this campaign who included so many countries and people was 42 Entertainment, a company that specialises in making alternate reality games. The campaign used difficult clues and kept things a mystery as they had faith in their audience and catered to its uniqueness. Fans were kept interested and intrigued as the campaign was both online and in real life, catering to different needs. Also, the geographic location was not limited as Tron is a global brand and showed confidence in the product which would push the movie to a bigger debut through brand awareness.

In conclusion viral marketing entertains the fans excitement due to the word of mouth buzz and shows it is a commendable venture. This is created as the audience feels more involved on a personal level and fell as though it is obligatory for the movie to be promoted by them to friends, family, and anyone who will listen.

Sound

The role and importance of sound/voiceover/music in trailers is to tell the story, express feelings and show the motivations of characters. They can create particular atmospheres and synchronous sounds give a sense of realism. Also, certain emotions can be created through music and its rhythm as it provides a tone and attitude of characters and the story itself. Changes in moods can also be foreshadowed for example inharmonious music can imply approaching catastrophe as it is not yet visible but the sound is subtle however the viewers are still aware. The sound relates with the visuals in a trailer which is a small amount of time to create an advertisement to reach out to the intended demographics. The voice over is like a narrator that gives specific details about the film and explains certain aspects. The sound also sets the scene and raises emotion at exaggerated points. In a conventional horror film trailer there are certain patterns such as orchestral music which is very common as it can vary through events and is very powerful. Long and eerie music is also commonly used to build up towards something through the use of strings which is then followed by orchestral hit. 

Genre

Horror genre is where films feature scenes that alarm the viewer by the use of deathly and paranormal means. The purposes of these scenes are to frighten and revolt the viewers by applying their fears, nightmares and shock of the unknown. This thrill is anticipated by the viewers through an adrenaline rush which is what attracts them. Also, another of function of the horror genre is to highlight the rules and restrictions of society by showing the fate of people who disobey these. Many horror plots involve the use of the supernatural, including an evil event or force in the usual, everyday world. This can include ghosts, ancient curses, the devil, demons and hauntings. However, some films portray a less spiritual view through the use of serial killers, injury, disease outburst, werewolves, vicious animals, vampires and cannibals. Another objective of the horror genre is to echo a revelation of the apprehensions of a period of time.  For instance, Nosferatu (1922) is not only a film about vampires but also portrays the fatalities of the Great War and the Great Flu Epidemic. As generations move on horror films also modify, particularly with the monster characters involved. For example in the 1990’s Silence of the Lambs involved a monster character which was a human that killed people in a well thought out and non-realistic manner. On the other hand in the 21^st century audiences wanted an evil beyond humans by the use of ghosts, aliens and zombies. This was due to Eastern and Western superstitions converging.  

A sub-genre is primarily a genre within a genre with its own distinctive topic and characteristics. They are derived from film genres adapting and developing from similar stories that involve genre paradigms, which are seen as boring and dull. If they did not evolve the film genre would stagnate and be seen as repetitive. Also, sub genres are determined in response to socio-historic factors. For example, the current economic breakdown generated the movie sub-genre of recession with films such as Drag Me to Hell. Horror has many sub-genres for instance “Slasher”, this is where a psychopath murderer that is sometimes masked stalks and explicitly kills a series of young adults in an unprovoked manner. Other horror sub-genres are animation, comedy, extra-terrestrial, holiday, monster, natural, supernatural and teen.  

Hybrid genres are when two film genres are combined. Film genres should be flowing and consistently evolving from sets of paradigms otherwise movies would deteriorate and would be told in the same approach repetitively. In order to keep viewers surprised The Seven Basic Plots written by Christopher Booker need to be framed in different genre combinations, which are often contradictory genres. Horror movie hybrid genres usually start with a set of horror paradigms to ensure the audiences initial attention prior to adding other genre characteristics. Some horror hybrid genres are:

• Horror Romance – Twilight
• Horror War – Dead Snow
• Horror Sci-Fi – Alien
• Horror Historical Drama – Pride and Prejudice and Zombies
• Horror RomCom – Shaun of the Dead

What genre are you going to concentrate?