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=6DQ4mwfCYOQHow 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.
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